Hello Vintage Jaeger-LeCoultre Lovers,
My vacation is coming to an end…
But don’t worry; I will continue this series of posts!
It just might take awhile longer between the parts…
For my next part I thought I should highlight the Atmos – the perpetual motion clock!
A JLC I still don’t have in my collection…
One day I hope to enter the Atmos world!
Note: There are so many ads and documents about the Atmos so I could not fit them all in here…
According to some sources the Atmos was introduced in 1928.
The earliest ad about the Atmos I have found is from 1931.
Atmos, French ad, 1931.
Interesting here is that it’s labelled as “Atoms, Pendule Perpétuelle” both on dial and in the ad.
Not mentioning Jaeger, LeCoultre or Jaeger-LeCoultre.
Atmos, French ad, 1931.
Another interesting thing is that all of the early ads I have found are from the same department store: Kirby, Beard & Co, 5, Rue Auber, Paris.
Atmos, French ad, 1931.
Atmos, French ad, 1932.
Atmos, French ad, 1932.
Atmos, French ad, 1932.
In 1933 the Kirby, Beard & Co seems to have merged or have some sort of partnership together with Mappin & Webb located on Rue de la Paix in Paris.
Atmos, French ad, 1933.
Anybody recognize the address?!
Rue de la Paix
LeCoultre, North American catalogue, 1965.
The last “unmarked” ad I have so far is from 1934, and now the Atmos starts to take its classical form.
Atmos, French ad, 1934.
The first Jaeger / LeCoultre ad I have is from 1935 – recognize “the Classic”?
Jaeger / LeCoultre, French ad, 1935.
Now my question: I was under the impression that the Atmos was a JLC invention.
And if that is true, why didn’t they label the clocks or at least the ads?
Was it because some other company was involved?
Or did they lack confidence in the clocks?
Well, either way – same story with the early Reverso, no branding on the dial but at least they put their name in the ads.
Jaeger / LeCoultre, French ad, 1932.
As early as 1930’s the classic dial has found its shape.
Jaeger / LeCoultre, French ad, 1937.
And in 1938 we can see the classic glass cube with chamfered corners.
Jaeger / LeCoultre, French ad, 1938.
Notice again the AD Kirby, Beard & Co.
Jaeger / LeCoultre, French ad, 1939.
As I have mentioned earlier, LeCoultre ads tend to have another character then the JLC ads.
Here are a couple of examples.
LeCoultre, North American ad, 1948.
LeCoultre, North American ad, 1949.
LeCoultre, North American ad, 1953.
Swedish: “lever av luft”=lives on air.
Jaeger-LeCoultre, Swedish catalogue, early 1950’s.
Jaeger-LeCoultre, English ad, 1954.
Atmos: USD 150 plus federal tax…
LeCoultre, North American ad, 1955.
Jaeger-LeCoultre, Spanish ad, 1955.
1956: “…the new model is somewhat simpler in design and construction and so can be offered at a lower price”.
“…wider public, Jaeger-LeCoultre here provides you with an opportunity to expand your sales”.
Is this ad directed to AD’s or the general public?
The strange thing is that the ad looks to be from a weekly magazine!
Jaeger-LeCoultre, English ad, 1956.
Jaeger-LeCoultre, French catalogue, 1957.
Jaeger-LeCoultre, English ad, 1957.
Jaeger-LeCoultre, English ad, 1957.
Jaeger-LeCoultre, North American ad, 1957.
The Atmos was also included in the Jubilé Collection.
Jaeger-LeCoultre, French catalogus, 1958.
Jaeger-LeCoultre, French catalogus, 1960.
These two are strange – one watch difference.
Do you see which one?
Jaeger-LeCoultre, French ad, 1960.
Jaeger-LeCoultre, French ad, 1960.
In this ad we see traces of the Vacheron & Constantin connection…
And Longines-Wittnauer…
The US branch of the JLC history is very complicated!
LeCoultre, North American ad, 1962.
LeCoultre, North American ad, 1963.
Jaeger-LeCoultre, French ad, 1962.
Here with the marine theme.
LeCoultre, North American catalogue, 1965.
The Atmos has had a lot of different shapes during the years...
LeCoultre, North American catalogue, 1965.
Jaeger-LeCoultre, English catalogue, 1966.
Jaeger-LeCoultre, English catalogue, 1966.
Like the Géomatic, the Atmos was also included in the woodcut ad series.
Jaeger-LeCoultre, French ad, 1964.
And the ancient Greek stone series…
Jaeger-LeCoultre, French ad, 1964.
The Atmos was sold in Germany as well.
Jaeger-LeCoultre, German catalogue, 1965.
Jaeger-LeCoultre, German catalogue, 1965.
Jaeger-LeCoultre, French ad, 1966.
Many different versions…
Jaeger-LeCoultre, English catalogue, 1967.
Jaeger-LeCoultre, English catalogue, 1967.
Do you recognize the Atmos from the previous scan?
Or did your eyes only look at the woman?
Jaeger-LeCoultre, French ad, 1966.
The classic look of the Atmos continues all the way from the beginning.
Here shown in an early 1970’s catalogue.
LeCoultre, North American catalogue, early 1970’s.
LeCoultre, North American catalogue, early 1970’s.
Chips off the old block…
LeCoultre, North American ad, 1972.
Psychedelic from the 1970’s.
Jaeger-LeCoultre, French ad, 1974.
Less psychedelic...
Jaeger-LeCoultre, French ad, 1974.
This slogan I really like!
Atmos: its heart beats silently for you.
Jaeger-LeCoultre, English ad, 1978.
Lately the Atmos has got an upswing!
The collaboration with Marc Newson might have something to do with it…
Pic credit, Foversta.
My absolute favourite is the 1931…
Pic credit, Nicolas.
Thank you for reading this “perpetual” Part 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
Vintage Ads: The Series – Part #7 Géomatic