Amanico unearths a rare 1958 Jaeger-LeCoultre dealer document, the "Jubilée," celebrating the Manufacture's 125th anniversary. This post offers a fascinating glimpse into JLC's marketing strategies and product lineup from that era, including the Géophysic and Memovox Parking.
Don't try to make a search about it, you will find nothing about it.
This is a document JLC sent to their ADs in ...1958, to promote the " Jubilée " Collection, and, concretely, the 125th " Grande Maison " Birthday.
Besides the text, which was typical of some advertisements of this era, JLC didn't introduce 3 watches for the occasion, but 5, plus an Alarm Clock, and a combination of Alarm, Thermometer and Barometer.
You will also notice the international campaign which was launched for the occasion.
That is just a piece of History!
I will make it short, because the text is in French, so it will be an issue from most of you.
The first 4 pages are dedicated to the ADs, an Hommage to their sense of Independance, which matches with the willing from JLC to offer exclusive and authentic time keepers.
" The True Meaning of a Birthday ":
So, what are these watches and clocks?
JLC decided to introduce them in a special package, a suitcase I would dream to find!
Ask, and you will receive ( well, if you have a time machine to live the year 1958! ) .
An international campaign was launched for these watches, and it is very interesting to notice that depending on the countries, JLC focused on some watches, rather than others.
The 2 most advertized watches were the Géophysic and the Memovox Parking, and sometimes, the Memovox World Time.
" To honor the memory of this man ( A.Lecoultre ), who introduced the Art of Watchmaking into the valley and became one of the great inventors of his day, The Master Watchmakers of the LeCoultre Factory have created 3 unusual timepieces, each conceived in the tradition of the Valley...Where the unusual is commonplace. "
Look at the German ad...
Do you see the retail price of the Géophysic in Gold and in Stainless Steel, or what was the price of the Memovox Parking?
805 DM for the RG version of the Géophysic, 380 for the SS.
680 DM for the Gold Parking, 287 for the SS.
Who has a Time Machine?
On the 2 following pages, there are other interesting informations.
From 1833 to 1958, the Manufacture is in perpetual movement, as shown on these draws:
Did you think that the Atmos was created in 1929?
You're wrong, and right at the same time.
It was indeed created by Mr Jean- Léon Reutter in 1928, but released by Lecoultre in ...1936!
As a reminder, it is also said that Lecoultre released, in 1929, the smallest watch in the world ( The Cal 101 ), the first automatic alarm in ...1957, and the thinnest watch in 1903.
Doesn't all this still sound very actual?
I kept the " cherry on the cake " for the end...
You still have in mind the special suitcase featuring the 10 watches, the Alarm Clock and the barometer, thermometer and Alarm Clock?
Here they are, detailled:
The 3 Stars: The Géophysic, The Memovox World Time, and the Memovox Parking.
2 Guest Stars: The ultra thin ref 2233, for Men, and the ref 1629 / E 603 for Ladies ( the Ref E 603 being as every " E " water resistant ).
5 are not 10, will you say...
Yes, but each of these watches come in SS or in Gold.
Isn't this a very tempting thema for a collection?
Anyway, these old documents are a true mine of pleasure and information.
Enjoy!
Best,
Nicolas
PS: Huge Thanks to my Contact at the Manufacture and to the Heritage Gallery Team for sending me such a gift.
This message has been edited by amanico on 2010-03-16 12:41:44 This message has been edited by amanico on 2010-03-19 06:03:19 
