Vintage Ads: The Series – Part #7 Géomatic

Aug 02, 2011,15:34 PM

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!




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!





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!





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!




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!







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  

More posts: MemovoxMemovox E 855

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Comments: view entire thread


never said this

 By: sancerre : August 2nd, 2011-16:28
But I think I might have a grail watch. The Geomatic is EVERYTHING I could ask for in a watch. Thanks so much for sharing Blowman. --Sancerre

My pleasure, Sancerre!

 By: blomman Mr Blue : August 6th, 2011-12:51
The Geomatic is a grail, IMO. The good part is that the price is not so “grailish” as many other dreams… Best Blomman

Another great article!!!

 By: renerod : August 2nd, 2011-18:20
Can't wait to E855. Thank's for the very interesting posts about JLC. Congrats Blomman! Best. René

Me and the E 855 have a very complicated relationship…

 By: blomman Mr Blue : August 6th, 2011-12:57
I will explain in a separate post soon. Thank you, René! Best Blomman

Elegant nobility.. Timeless & iconic.. So much to admire ! :))

 By: hs111 : August 2nd, 2011-21:48
Blomman, your Vintage saga has again found another chapter, so appealing. - Thank you for highlighting on this special 'goddess' ! It truly resembles for me at least, a convincing balance among many watches I know from JLC, a very special one as well - as... 

Re: understated timeless beauty…

 By: blomman Mr Blue : August 7th, 2011-07:35
Indeed it is! Many seek the Geophysic… To me the Geophysic and the Geomatic are like twins. You can’t have one without the other… They complete each other! Thank you for your thoughts, my friend! Best Blomman

Another very interesting post, Blomman.

 By: amanico : August 2nd, 2011-21:53
If you have two different references about the Geomatic, it is because you have two different cases. Next time you come, I will show you my RG Geomatic, and we'll compare it with your SS. You will notice that the shape of the lugs is not the same, at all.... 

Yes I realize there should be some difference with the case…

 By: blomman Mr Blue : August 7th, 2011-12:25
But I did a comparison and could not see any difference. About the Polo ad – maybe they choose this one because of the Reverso link? During the 60’s the Reverso was discontinued… Thank you for your kind words, my friend! And for the refe...  

re: Part #7

 By: DRMW : August 2nd, 2011-22:01
That Geomatic caseback is so cool. Thanks for another great article! -MW

Still many parts to come…

 By: blomman Mr Blue : August 7th, 2011-12:30
Thank you, MW! Yes, the planet-sphere is something I wish JLC would start to use again…! Best Blomman

Splendid as usual.

 By: grigo : August 2nd, 2011-23:34
Great vacation reading. Best regards, George

Thank you, George!

 By: blomman Mr Blue : August 7th, 2011-13:00
Hope you have a great vacation! Best Blomman

Very nice and informative post, thanks blomman for sharing.

 By: Asimut : August 3rd, 2011-00:18
I was always under the impression that there was a gold-filled LeCoultre version but of course I cannot find anything in writing. Cheers, Asi

AFAIK, no, Asi.

 By: amanico : August 3rd, 2011-00:21
I never saw a Geomatic badged LeCoultre, nor gold filled.... Best, Bijo. Nicolas.

Don't think there ever was a LeCoultre version...

 By: gatorcpa : August 3rd, 2011-07:03
However, the JLC version of the Geomatic may have been sold in North America in limited quantities as a specialty watch. Hope this helps, gatorcpa


 By: blomman Mr Blue : August 7th, 2011-13:09
Thank you, Gatorcpa! Do you have any more info or document on this? Best Blomman

I have been searching…

 By: blomman Mr Blue : August 7th, 2011-13:07
and never found any info about a LeCoultre Geomatic… But during this time LeCoultre had another chronometer. Nicolas will post something about this later. Thank you for your kind comments, Asi! Best Blomman

Another wonder

 By: nilomis : August 3rd, 2011-07:19
Blomman, Thank you very much for another very educative post. Quick question: What are the Géomatic dimensions? Cheers

Quick answer: 36 mm. [nt]

 By: amanico : August 3rd, 2011-07:20
No message body

Yes, 36mm…

 By: blomman Mr Blue : August 7th, 2011-13:17
But it feels much bigger on the wrist. More like 37-38… Not sure it it’s the lugs or the thin bezel, but if I didn’t know I would have said 37-38mm. Always so kind – thank you, Nilo! Best Blomman

Thanks Blomman for another very pleasant read.

 By: EdwardL : August 3rd, 2011-19:46
The Geomatic is indeed simple and very elegant. And very desirable. Ed

Re: simple, elegant, desirable…

 By: blomman Mr Blue : August 7th, 2011-13:21
Very well put, Ed! Thank you for your nice words! Best Blomman

interesting read...

 By: FanFrancisco : August 4th, 2011-09:02
... another well-thought post. i like those questions you raised, very interesting and confusing somehow which makes us like to find out more about the MJLC history of these great vintages. stefan

I find that the more I read and learn…

 By: blomman Mr Blue : August 7th, 2011-13:25
About JLC – the more confused I get and more questions I have! Luckily, IMO – the search for info is a big part of the fun! Happy you liked it, Stefan! Hope to be able to keep this kind of posts coming… Best Blomman

very good job as usual blomman

 By: georgeszaslavsky : August 7th, 2011-01:54
The geometic is a classic among classics, refined, elegant, timeless and reliable. It is a very valuable and original dress watch. I rate it on par with the pie pan connie and the date just. Movement wise the finish is excellent and the quality is what yo... 

Yes, the classic among the classics!

 By: blomman Mr Blue : August 7th, 2011-13:36
Thank you, Georges! Interesting. That would be a great topic for the HoMe forum. Anybody that have all three to make the comparison? Best Blomman

A Tour De Force

 By: Ubik : August 10th, 2011-03:59
A wonderful addition into what has turned out to be an amazing series of articles Blomman. Thanks so much for sharing them - wonderful.

My absolute pleasure, Ubik!

 By: blomman Mr Blue : August 10th, 2011-04:45
A tour de force – from the ads you might even think Tour de France! Thank you for your kind words, my friend! Best Blomman