Vintage Ads: The Series – Part #8 Atmos

 By: blomman Mr Blue : August 14th, 2011-10:30

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!







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

Inundated with Information.. Your black books are treasures !! .. So interesting :) :-o

 By: hs111 : August 14th, 2011-11:25
My friend, you did it again:
- this time a travel with AIR !

Found the comparison of the European ATMOS ads with the US ones rewarding:
.. discovered some other things there, I had not known or seen, yet.

Nice education, Blomman - Kind thx !!

1/ One Q first:
- At the time, when it was not yet labellef Atmos, was it the same
movement principle ?

2/ One more personal note:
- apart from the very classical rectangular Art deco models,
my favorite is also the last Art Deco Tribute ( which BTW is also on Display in the JLC Boutique in Paris,
- remember ?? smile)

Thank you again,

I believe that the original Ruetter patent...

 By: gatorcpa : August 14th, 2011-13:57

...called for the clock to be wound by the rising and falling of mercury in a bellows, similar to a barometer.   The first models were very fragile and difficult to repair without unsafe exposure to the mercury inside.  This is why we sometimes see references to these clocks winding based on changes in barometric pressure instead of temperature.

Later models (beginning around 1930) used ethyl choride, a gas that boils at room temperature, as a winding medium.  The same principal is used today. 

Here's my Atmos, a Heritage Round model from about 1970:

The cost of entry for a vintage Atmos isn't as much as you think.  But they are still very expensive to repair.

Excellent compilation of advertising!



Thx for the education.. Very kind & informative.. :))

 By: hs111 : August 14th, 2011-14:10
Learned something.. smile
Also appreciated the Vintage Atmos piece ,
- thank you for the share, gatorcpa !

Best, hs

Thank you for the information!

 By: blomman Mr Blue : August 15th, 2011-05:13

Didn’t know that they changed to ethyl chloride as early as 1930.


Classic Atmos you got – I really need to get me one of these!








Ahemm.. Scratching my head ( & wallet) as well.. 1931! ..

 By: hs111 : August 15th, 2011-05:26
- patience.. says the head,
But so nice.. whispers the heart,
No way now.. Absolutely no way.. says the purse,
- Wait and see.. knows the soul ;-)

The old game, just revisited,
- but luckily, I have gathered some wisdom, at times at least,

Best, hs

You are too kind, HS!

 By: blomman Mr Blue : August 15th, 2011-04:54

Thank you very much, my friend!


Well, your first Q  - Gatorcpa explained.


As for your second Q – how could I ever forget?!


Such a beautiful Atmos!








Thanks, you just made my vacation so much more interesting. I love the Atmos. [nt]

 By: grigo : August 14th, 2011-12:06
No message body

My pleasure, George! :)

 By: blomman Mr Blue : August 15th, 2011-05:14

Hope you have a great vacation!








thx for sharing this! [nt]

 By: playtime : August 14th, 2011-12:21
No message body

Thanks, J ! :) [nt]

 By: blomman Mr Blue : August 15th, 2011-12:33
No message body

Wonderful post Blomman

 By: Asimut : August 14th, 2011-13:03
thanks for taking the time to compile this.

The Atmos was indeed not a Jaeger invention, it was based on a prototype invented by Reutter in 1928 and further commercialized by the French company CGR until JLC Took over in 1935.

I would have to agree as to my favorite Atmos, the same as yours. I also have yet to add an Atmos to my collection.




 By: blomman Mr Blue : August 15th, 2011-12:35

Hi Asi,


Happy you liked it!




Thank you very much for the information.

Would you please elaborate what CGR stands for?







 By: Asimut : August 15th, 2011-20:04
CGR=Compagnie Generale de Radio. Their Atmos (Atmos 1) was based on mercury/ammonia rather than ethyl chloride which was used when JLC took over (Atmos 2).

By the way, the 'atmospheric' or 'barometric' clock was probably invented by Cornelis Drebbel in the 17th century. His famous piece was built for King James the VI of England and was known as 'Eltham Perpetuum' . In the 18th century some barometric type clocks were made by the French clockmaker, Pierre de Rivaz. The oldest still running barometric clock is the 1864 'Beverly Clock' at Otago University, New Zealand.



Very interesting!

 By: blomman Mr Blue : August 16th, 2011-14:46

Thank you for sharing your knowledge, Asi!




So many things I don’t know about this brand!






Your "time machine" is amazing

 By: nilomis : August 14th, 2011-15:07

You should publish all those wonderful posts on a book.

I'm saving, each one, for future references.

Thank you very much.

I wish I had a time machine…

 By: blomman Mr Blue : August 15th, 2011-12:40

If I had I would go back and get me some Grails!




Thank you, my friend for your kind words!


Hope you will get use of the posts in the future!







 By: anzustudio : August 14th, 2011-20:43

Thanks for the information. It's amazing.

And my Atmos heart does beat silently in living room, in a bit slower pace though...=)


Would you care to share a pic of your Atmos?

 By: blomman Mr Blue : August 15th, 2011-12:44

Thank you, Anzu – much appreciated!


As I still don’t have a Atmos, would you care to share a pic of yours?






Here you go...

 By: anzustudio : August 17th, 2011-04:36

From the serial number, it's likely to be made in 1960s... And it's on the slow side, running around -20 seconds per day currently... So i need to regulate the time once per week... For a 50-year-old timepiece, i think it's acceptable, but may take it to JLC service centre next year=)

And you may interested to have a closer look

A classic! :)

 By: blomman Mr Blue : August 29th, 2011-13:36

Looks great!


Thank you for showing us your beautiful Atmos!








There some very nice ads, here too.

 By: amanico : August 14th, 2011-22:51
The ad from 1933, whose title is " Perpetuelle ? " is just amazing...

I also noticed on an ad from 1957 ( one you posted here, in this post ), a superb Galaxy / Mystery dial.

the Atmos is the purpose, it is also the context... Fascinating, truly.

Thanks, my friend.




 By: blomman Mr Blue : August 15th, 2011-12:51

Yes, that one is really great!


I thought you would like the “Snake” – almost Vampire like…




Yes, so many interesting details in all the ads.


Will try to put something together with all the Galaxy / Mystery ads some day.


Question, was there ever a JLC Galaxy / Mystery watch or were they only for US market?


Thank you, my friend!


Hope you and your family have a great vacation!








Not for the US Market, only, Blomman.

 By: amanico : August 15th, 2011-23:38
I am working on a topic about the Mystery / Galaxy, as I had the pleasure to have one in my hands, for several weeks.

But I can just tell you that it was also for the European market, and that the diversity on this model is something very impressive, also.

Best, Blomman.


Looking forward to read that post! :) [nt]

 By: blomman Mr Blue : August 16th, 2011-14:43
No message body

Let's say Mid September? [nt]

 By: amanico : August 16th, 2011-15:06
No message body

Thanks for this Blomman and for the entire series so far

 By: RJW : August 15th, 2011-05:25
Very interesting and informative.  A lot of effort obviously.

I like the 1931 as well.  Perhaps one day I will get one but I need somewhere to put it first. smile


It takes some time…

 By: blomman Mr Blue : August 15th, 2011-12:54

But it’s totally worth it!


So much details I notice when I write these posts!




Thank you, Richard!


If I could afford the 1931 – I would find a place to put it!








Fantastic! Really enjoying your series..

 By: ocwatching : August 15th, 2011-08:31

Always found the Atmos fasinating and its cool that the technology remains relatively unchanged. 

Very cool and thank you again blomman!

Very kind of you, OC!

 By: blomman Mr Blue : August 15th, 2011-12:56

It’s my pleasure to share this with Purist friends!








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