Minerva

 By Bruce Shawkey

The brothers Charles and Hyppolite Robert founded in 1858 the company “H. & C. Robert” in Villeret in the Bernese Jura, later becoming just “C. Robert” when only Charles remained. At first the firm worked as etablisseur of pocket watches, preferring movements of Fontainmelon (FHF). In 1878 the sons Charles and Georges took over the leadership of the company. From 1885 also Yvan Robert participated in the company's management. The company's name was changed to “Robert Frères Villeret” and the new logo “RFV” (with an arrow) was introduced. At the same year “Robert Frères Villeret” took part in the “Expositions universelles” in Antwerp and 1889 at the Paris World Exhibition. At both exhibitions the company won medals for their watches.

The company began registering brands in 1886, starting with “Mercure” or “Merkur”, adding “Minerva” in 1887, and “Ariana”, and “Tropic” in 1898. Each had its own logo and products, and branded everything with either an “RFV” or an arrowhead logo. The arrow and Minerva brands remain to this day, though the rest have been discarded.

Here are some Minerva watches and ads through the decades: