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By: blomman 
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Vintage Ads: The Series – Part #7 Géomatic

Date: Aug 02, 2011,15:34 PM -  (view entire thread)

Hello Vintage Jaeger-LeCoultre Lovers,

 

In this series we have already talked about the case back of the Géomatic, but we didn’t talk about the whole watch.

 

 

Not long ago Chris (Cuibono) asked about the MUT vs GO Senator.

 

I have tried both on my wrist but I am not fully convinced…

 

Then Nicolas suggested the Géomatic (seconded by me and Patrice smile ).

 

This made me think it’s time to have a look at the Géomatic ads!

 

smile

 

I think you have seen most of them before, but having a vintage ad series and leaving the Géomatic out is not an option, IMO.

 

For me this is one of the most elegant JLC watches from the 60’s.

 

The one I put on when I wear a tuxedo, having an important suit required presentation or meeting at work.

 

 

Suiting cufflinks is important!

 

smile

 

 

What surprises me is that in the 60’s the Géomatic was promoted as a watch for the “man in action”…

 

Almost as a sports watch!

 

Jaeger-LeCoultre, French ad, 1968.

 

Another thing that you may not aware of are the features.

 

Well, most of them are common known: chronometer, automatic, date, water resistant, shock protected…

 

But did you know that it also is antimagnetic?!

 

Often when we speak of antimagnetic watches the Géophysic comes to mind…

 

 

A fact I didn’t know when I got the watch!

 

Reference E 399, French reference 12 R.A.E.SC. 16(?).

 

Jaeger-LeCoultre, French ad, 1966.

 

One of my favourite JLC ad series is the woodcut ads.

 

 

Jaeger-LeCoultre, French ad, 1964.

 

Interesting is that almost all information I have found so far is in French.

 

No trace of the Géomatic in any of the LeCoultre documents I have.

 

Was this because the Master Mariner line was so strong in the US?

 

So JLC reserved the Géomatic for the European market?

 

Another very appealing ad series from the 60’s is the ancient Greek stone series:

 

Columns, pillars and obelisks.

 

Jaeger-LeCoultre, French ad, 1963.

 

In this ad the case back is shown.

 

The beautiful planet-sphere!

 

smile

 

 

When reading this it’s easy to think the Gold ref is 12 R.A.E.SC. 16 and the SS ref is E 399.

 

But AFAIK the Gold and the SS had the same ref French vs. Worldwide.

 

 

The Géomatic was at the same time as the E 855, a watch I will come back to soon.

 

 

Jaeger-LeCoultre, German catalogue, 1965.

 

Here the hack-second feature is mentioned.

 

But what surprises me here is the reference: Ref E 398 !?

 

Misprint, or is there a difference from the “normal” E 399 Géomatic?

 

Jaeger-LeCoultre, French catalogue, 1967.

 

Again the text is written so you might think the Gold and the SS has different references?!

 

Did you notice the price?

 

Gold version went from 1500 Franc in 1963 to 1680 Franc in 1967.

 

And the SS from 730 F to 800 F.

 

Well, to read these old ads gives a lot of information, but also a bit confusing…

 

A lot of question pops into mind…

 

But one thing is for sure – there are always nice slogans inside!

 

smile

 

How about this one: “chef-d’oeuvre de la technique Suisse” (Masterpiece of Swiss art)…

 

Or “intelligence des mécanismes et beauté des formes” (Intelligent mechancisms and beautyful forms).

 

Jaeger-LeCoultre, French ad, 1963.

 

 

Thank you for reading the Part #7 of this Vintage Ads Series.

 

Hope you enjoyed!

 

 

Best

 

Blomman

 

Vintage Ads: The Series – Intro!

 

Vintage Ads: The Series – Part #1 Futurematic

 

Vintage Ads: The Series – Part #2 Memovox Pocket Alarms

 

Vintage Ads: The Series – Part #3 Electronic

 

Vintage Ads: The Series – Part #4 The Planet-Sphere

 

Vintage Ads: The Series – Part #5 Memovox Parking  

 

Vintage Ads: The Series – Part #6 Advertising as art  

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