Although modern advertising is finely crafted, it can’t compare to the impact of the classics. To my eyes, the greatest watch advertisements came off the press of Auguste Fiedler of La Chaux-de-Fonds between World Wars I and II. His poster style advertisements mixed elements of German Plakatstil and French Art Deco movements, and are just as striking today as they would have been on the avenues of the 1930s.
How Edmond Jaeger and Jacques-David LeCoultre Joined Forces
Much has been written of the history of Jaeger-LeCoultre, but little has been said of the complex history that gave us this unusual name. How did an Alsatian immigrant to Paris come to be so closely connected to one of the most famous watchmaking families of the Vallée de Joux? This is the story of the partnership between Edmond Jaeger and Jacques-David LeCoultre, and those that helped them to become Jaeger-LeCoultre, including a group of French aviation pioneers and a Swiss daredevil with a famous family name.
Excelsior Park: Usine du Parc, Saint-Imier
Industrialization of watchmaking came to Switzerland in the late 19th century and is embodied by the huge Longines factory on the Suze river in Saint-Imier. But steam power came first, enabling the construction of factories across Europe and the United States, including Usine du Parc, home and namesake of Excelsior Park. This is the story of the rise and fall of steam power in Saint-Imier and the exceptional stopwatches made there. It is also the story of the end of steam and of the Excelsior Park factory, and the reasons for its failure.
The Evolution of Watchmaking Architecture: Rue des Roses 2 and Rue du Stand 35 in Saint-Imier
Around 1900, a small watch factory was built at Rue des Roses 2. This little cottage with a factory wing was soon augmented by an ornate Beaux-Arts factory befitting a captain of watchmaking like Ernest Degoumois. This was then expanded for dial maker Fluckiger and both buildings were expanded or replaced in the 1950s. Then a modern office building was added in place of the original mansion on Rue du Stand, and this became home to Cartier Group in the 1980s. Thus, this single factory complex in Saint-Imier exemplifies the various architectural trends seen in 20th century watchmaking.
Investigating the Origins of the Hebdomas 8-Day Watch
Last year I published an article on the long and complicated story of Hebdomas, the 8-day watch with the exposed balance wheel. As I discussed then, the watch dates all the way back to 1889 and remains in production to this day, a remarkably long life for a fussy old fashioned design! But I did not then have access to some of the sources of information that inform my research today, and a few readers pointed out some areas I missed. Today I am diving deep into the origins of the Hebdomas, the inventor Irénée Aubry, the watchmaker Arthur Graizely, and the industrialist Otto Schild.
How I Uncovered Mulfi, Dulfi, and Henri Müller
I hope that this somewhat-pointless research project into Dulfi, Mulfi, and Henri Müller helps illustrate my approach to learning about the history of the watch industry and my reliance on primary sources for information. We can trace the foundation of Henri Müller & Fils with confidence and can definitely know the dates of establishment of Mulfi and Dulfi. We even have some images of ads and watches that came along the way.
How the Chronograph Became the “It” Watch Complication
Chronographs are so popular that cheap fashion watches today often feature bogus subdials with non-functional hands and pushers. But once upon a time, a chronograph was a simple tool seen more as an advanced stopwatch than a true complication. What was once a utilitarian tool for soldiers became an upscale choice for doctors, then an iconoclast choice for young people, and now a sign of fine watchmaking.
What Does “Montbrillant” Mean to Breitling?
What exactly does “Montbrillant” mean? Although the word has been associated with Breitling for over a century, the answer might surprise you! Montbrillant is not a person or even a place, really. It’s an idea, and represents brilliant marketing a century in the making!
What Is the True History of A. Lange & Söhne?
On October 24, 1994, Walter Lange introduced the first watches to bear the A. Lange & Söhne name in nearly 50 years. Once the top name in complicated pocket watches, the famous Glashütte watch brand was destroyed by allied bombs on the last day of the war in Europe and disappeared behind the iron curtain. Now, with the help of Günter Blümlein and IWC, A. Lange & Söhne has returned to its place at the height of the watch market. But there is also a dark past that has not been widely told.
Blancpain, F. Piguet, Biver, and the Path Forward
Blancpain is billed as “the world’s oldest watchmaker”, but the history of the company is far more complex. Founded before 1735 in Villeret, the modern Blancpain traces its heritage to 1981, when Jean-Claude Biver purchased the name to be a mechanical rebuke of quartz watches. Blancpain and movement specialist Frédéric Piguet would be acquired by what is now the Swatch Group in 1992, with Biver leading the renaissance of mechanical watchmaking.