By Bruce Shawkey
The Leonidas company traces its roots to 1841, when Julien Bourquin began selling watches in Saint-Imier. Julien's son, Ferdinand, took over the company in 1886. He had worked in Russia, selling watches to the aristocracy there and establishing the Bourquin name. It was at that time that Leonidas was established as a brand. Originating from Greek roots, the name Leonidas means “son of a lion.”
In 1901, Ferdinand Bourquin relocated to Switzerland. He was constructing his own workshop but died of a heart attack in 1905, before the new factory opened. The Leonidas name first appeared in 1902. In 1903, a Leonidas ad showed chronographs, stop watches, and extra-thin pocketwatches.
The first advertisements for a Leonidas wristwatch appear in 1916. Leonidas worked with ebauche manufacturers Valjoux, Venus, ETA, and others and produced high-end watches for men and ladies, complicated watches (chronographs and full calendars), and precision timers and stopwatches.
After World War II, Leonidas focused on mass-market chronographs, stopwatches, and simple watches. The company had become the leading Swiss stopwatch company in America. Jack Heuer saw Leonidas' business as complementary to his family firm.In 1964, he acquired the company. The combined firm became Heuer-Leonidas.
Heuer-Leonidas faced difficulties in the late 1970s. A stake was acquired in 1982 by Nouvelle Lemania. TAG invested in 1985 and it became TAG Heuer. The Leonidas brand was retired around this time.
Here are some advertisements and photos of Leonidas watches culled from various sources over the years. A 3-register chronograph in the 1955 catalog retailed for $104 at the time. Don't you wish you could buy one (or a dozen!) at that price today?!
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| 1955 Catalog |
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