A journey through vintage ads

Aug 06, 2008,17:47 PM
 

I would like to share with you some vintage ads in order to go through 40 years of Jaeger-LeCoultre history (from the late 1920s to the late 1960s).


From Jaeger to Jaeger-LeCoultre

At the beginning of the 20th century, Lecoultre was an established company in the watchmaking industry, but it remained unknown to the final customers, as the manufacture was a supplier of nice movements for other brands. I have never seen Lecoultre ads from that period.

On the other hand, Jaeger was a recognized name, which was originally known as official supplier for marine chronometer. It started soon to diversify his production with other instruments for cars or planes that had one common attribute: precision!

I would like to initiate this post with a very nice Jaeger ad from 1927.

 

Watches took then a major place in the products portfolio sold by Jaeger.

In 1930, watches were explicitly mentioned, although it was still one product amoung 7 others.


Please note the very short mention of Le Sentier (Vallée de Joux), where Lecoultre has located its production of movement since 1833.

 

The slogan "Horlogerie de Luxe" has been associated to the Jaeger-LeCoultre name for a long time ; it was already used in this other ad from 1930.

 

In 1931, Jaeger was proud to equip planes, cars ... but also beautiful women!

 

In 1932, Jaeger was a global company with offices in all the places to be: New York, London, Paris and ... La Vallée de Joux!

 

This ad from 1934 presents various models among them the iconic reverso and the duoplan. These watches were garanteed without restriction including a free of charge afterservice!

This is also one of the first ads where both names Jaeger and Lecoultre are closely associated.

 

The following ad from 1935 presents the list of authorized dealers. It includes Mauboussin, Boucheron and Hermes.

 

Finally, the Jeager-LeCoultre brand appears in 1937. If Jaeger continues to produce watches, the production of luxury watches is now reserved for Jeager-LeCoultre.

 

In 1937, this pedagogical ad summarizes the key differences between the brands:


Watches and other clocks


In the 1930s, Jaeger-LeCoultre did not only focus its advertising campaign on watches as it does today. Clocks, mirrors and lamps were also presented in order to highlight the large range of products offered by the manufacture, such as this mystery clock (1934).

 

The same year, the mystery clock is associated with a nice watch-mirror and a duoface lamp.

 

The watch-mirror is the central timepiece on this ad from 1935.

 

An other clock with the beautiful movement known as baguette.

 

And of course, the atmos !

 

If you are looking for an idea for a gift, please have a look at this selection!

 

And what about this other selection?

 


"You need Jaeger-LeCoultre!"

Jaeger-LeCoultre has used and declined the slogan "You need a watch" for many years. In 1934, the watch you need is of course a reverso!

 

In 1937, you need precision.

 

More, you need elegance AND precision!

 

In the early 1950s, the slogan is re-used, but the watch is not necessarily visible.

 


"Eulogy for time"

This strange slogan has been used for very nice ads - could be my favorite ones - that are pure work of art.

1946

1947

1949

 


The use of quotes from books and poems

After the second world war, Jaeger-LeCoultre also used quotes from famous writers or poets.
As I am not a poet my self, my english transations may be wrong. If any major in english can correct them, I would appreciate.

"An hour is not merely an hour, it is a vase filled with perfumes, with sounds, with projects, with climates." Marcel Proust

 

"All things, in Time, listen, confer, and compose" Paul Claudel

 

"I know the art of evoking happy moments" Baudelaire

 

"And feel, deep in rest, the eternity of Time..." Anna de Noailles

 

"the wing, down, evaporates the moment that does not exist yet..." Paul Claudel

 

"The fresh water streamed from the stony basin
 singing in the calm of lost gardens
 the song of time that goes by and will not come back any more..."

 

"...whose round beauty loundges under the azure,
 forgetful of the time that slowly erases it!"


 

"like water...
 hours...
 flow."

 


"Priority"

The following sequence of ads is based on the interpretation of one word: Priority (Priorité) in 1953, Superiority (Primauté) in 1954.

The mention "Automatic", "waterproof" or "elegance" can be added to enrich the message.

The ad hereafter is one of my favorite ones.

 


Some color ads

The next sequence of ads have been published in the late 50s and share the same graphic standards with the "innovative" use of colors.

I don't really see the interest in such ads where 2 or 3 watches are simply aligned.

In the early 60s, creativity is back with more or less success.

 


1958 world's fair in Brussels

Expo '58 marked the return of the world's fair after an 18 years absense due to World War II. This event took place in Brussels and was considered as one of the most successful world's fairs.

Some famous Jaeger-LeCoultre watches (among them the geophysic, memovox and futurematic) were shown in the pavilion of Switzerland.

The 3 following ads were published in the context of this world's fair: "1958, In the whole world, the time Jeager-LeCoultre."


Have you noticed the geophysic chronometer in the lower right corner?

 


Iconic models

The next sequence is dedicated to 4 iconic models: the reverso, the futurematic, the memovox and the geomatic.

The next ad is quite surprising as nobody today considers the reverso model as a toolwatch. However, just before the second world war, people were told that this elegant model could be the ideal watch for the armies!

The reference to military use is less obvious in this ad from 1940, in which an other model is presented as being waterproof.

 

In the early 50s, the futurematic is an amazing concept watch that does not need any winding crown thanks to the efficiency of the automatic system.
 Jeager-LeCoultre will not hesitate to communicate on it.

 

This nice ad presents both the futurematic and the memovox.

 

The memovox, the 3-in-1 watch that reminds, notifies and wakes up!

 

For the 125th birthday of the manufacture, three timepieces were highlighted. Among them, the Memovox parking and the Memovox International aka Memovox Worldtime.

 

From 1961, the ad below presents the Memovox E855 (movement 825), the first automatic watch with alarm and date. Here in a rare "12 racer" dial.

 

Did you know that a memovox in gold could be seen as a tool watch?!

 

Here is a nice trio including the famous polaris.

 

The fourth iconic watch from that sequence is the geomatic chronometer. This "masterpiece of watchmaking art" is also a watch for action!

Animals were also used to illustrate the qualities of a timepiece: the tortoise for the Geomatic, birds for the ultra thin models or the atmos.


 

 

Last but not least

This final part groups several ads that could not fit in one of the previous categories.

In 1939, Hermes was an authorized dealer for Vacheron Constantin and Jaeger-LeCoultre watches.

Published in 1946, this surprising ad represents a watchmaker dressed with many timepieces.

These last ads show off the luxury aspects of the Jaeger-Lecoultre watches dedicated to ladies.

These watches were said to be the combination of the swiss technology and the french taste.

Diamonds are forever!

 

And drinking Champagne...

 

...while listening to a piano concerto.

 

I hope you have enjoyed this journey. Of course, the selection was not exhaustive and I have omitted many ads in this selection. I have just considered that 74 ads were more than enough smile

 

Marv
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This message has been edited by AnthonyTsai on 2008-08-07 06:50:38 This message has been edited by AnthonyTsai on 2008-08-10 08:12:13


More posts: GeophysicMemovoxMemovox E 855

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Comments: view entire thread

 

very nice collection, thanks

 
 By: FanFrancisco : August 6th, 2008-21:47

Coffee table?

 
 By: AndrewD : August 6th, 2008-22:00

Brilliant! Should be added somewhere to the 'Best of'. Not

 
 By: 219 : August 6th, 2008-23:57
just a history of JLC through ads, but an art history of graphic art in the twentieth century. Very interesting and illuminating! Many thanks for all your hard work Andrew H

I second that and Chapeau!! [nt]

 
 By: Ares501 - Mr Green : August 7th, 2008-04:30

What a great post !

 
 By: Clavi : August 7th, 2008-01:19

Thanks for sharing

 
 By: DrStrong : August 7th, 2008-06:19

Amazing post Marv!

 
 By: SJX : August 7th, 2008-08:58

Fantastic! ;-) nt

 
 By: Chris Meisenzahl : August 7th, 2008-09:44
nt

BRAVO, wonderful post marv :-)

 
 By: ChristianDK : August 7th, 2008-11:21

I just referenced your post in the Jaeger-LeCoultre Gallery with great pleasure

 
 By: Dje : August 7th, 2008-11:56
Hi Marv, Thanks a lot for sharing your work and passion with us. Fantastic journey indeed! I wish you great luck to complete your collection! Best regards Dje

Simply impressed

 
 By: AFK : August 7th, 2008-12:27

Truly exceptional!

 
 By: Tony C. : August 7th, 2008-17:13

@ all of you: Thank you for your enthusiatic comments!

 
 By: Marv : August 8th, 2008-07:22
I am all the more touched by your nice messages that many of you have contributed by your posts to my interest in watchmaking. Even if I am not a big poster, I read very regularely the messages here. Some question have been raised and I will try to answer...  

Christophe,

 
 By: amanico : August 8th, 2008-07:34

Excellent post!

 
 By: Peter  : August 8th, 2008-09:56

Excelent. Thanks so much [nt]

 
 By: charlesnevers : August 8th, 2008-15:13