Hello Vintage Jaeger-LeCoultre Lovers,
For my 5K post I though I should post some about the more artistic styles of the JLC ads thru the history.
What’s interesting is that in Jeager-LeCoultre ads a lot of art and graphic elements was used while in Jaeger ads and LeCoultre ads there was more focus of the actual watches.
Here are a couple of examples of typical Jaeger/LeCoultre ads:
Jaeger, French ad, 1934.
LeCoultre, North American ad, 1948.
All the following ads are Jaeger-LeCoultre in French…
During the 40’s the famous Éloge du temps was a red line thru the advertising.
The most art like watch I have in my collection is the Triple Date but as you all know – all JLC’s are a piece of art!
It would be very interesting to know more about the different painters.
I tried to google some of them, but it’s hard to find any information…
This one is one of my favourite JLC ads ever!
In the end of the 40’s, JLC used art combined with poems as advertising…
Jaeger-LeCoultre, French ad, 1948.
Excuse the poor translations (google), I guess that in French it’s much better…
“In vain , on stage, interspersed with jumps,
The dancer at the time, trying to escape.
In vain, captive of a rhythm wrapped,
The spring, the clock, trying to escape ...”
“I know the art of evoking happy moments”
This ad shows watches and champagne… My two favourite things..!
“All things in time,
“An hour is an hour ...
it is a vase full of scents, sounds, projects and climates”
This statement I love: “You need a WATCH”!
In this one they actually show a watch!
In the 50’s the “Flower” series came and here they focused more on the watches the earlier.
“The rose, fledgling rays of the morning,
Mark the face of beauty destiny.”
“... and the flower of yesterday that tomorrow
hours chart their sovereign order.”
“...whose round beauty in the blue lounging,
forgetful of time that slowly clears !”
One of the main reasons I started to collect JLC’s was for the romantic “feel and design” of their watches.
This was long before I know the rich history of the brand, but now looking back…
I realize this “feel” that made me start – has been with the Manufacture for a long time!
For wrist watches, hands have always been a natural part of advertising.
In the mid 50’s, more and more focus on the watches…
But still with a lot of graphic elements in the ads!
A lot of graphic elements…!
In the end of the 50’s magazines printed in colour made advertising change in character again.
And this led us in to the well known Jubilé ads.
In the 60’s the style changed entirely.
Still very artistic and beautiful but in a different way.
I will leave them out, and come back to them in a separate post.
But before I stop, I will share some from the 70’s.
Well, during the 70’s as you know – everybody was smoking… Something…
And this shows also in ads from that time..!
Very psychedelic, very funky!
In this post I have left out catalogue scans...
But as you may have noticed, it’s already a modem burner!
Thank you for reading this exhausting Part #6 of this Vintage Ads Series.
Hope you enjoyed!
Vintage Ads: The Series – Part #5 Memovox Parking