Watches of France

 By Bruce Shawkey

From an article in a 1972 issue of Europa Star magazine:

LIP

France became quite a manufacturer and exporter of watches in the 1970s, rivaling the output of Switzerland. Europa Star magazine in the '70s had a story almost every issue about a French brand of watches. Their production continues to this day. Why did this occur? I believe this was because the Swiss watch industry was in turmoil due to the quartz crisis. The French slipped in to take up the slack. Nature abhors a vacuum, as the old saying goes, and the French were simply upping their game.

Basel 1970

 By Bruce Shawkey

Some watches from the 1970 Basel Expo. The Basel Expo got its start in 1917 as the Schweizer Mustermesse Basel. Tissot, Longines, and 27 other exhibitors represented the watch and jewelry industry at the first edition of the fair, and others like Zenith and Patek Philippe joined in 1923 and 1932. The expo grew and grew, eventually collapsing of its own weight. The $200 milllion main Expo Hall still hosts a variety of events, but the last Basel show was held in 2019 due to Covid.

Spirit of St. Louis

 By Bruce Shawkey

Found this interesting watch in a 1970s issue of  Europa Star magazine. The reference, of course, is to Charles Lindbergh's solo flight across the Atlantic Ocean in 1927, heralded as one of the great events of the 20th century. The post office even issued an airmail stamp to commemorate the event:

The postal service normally honors a person only after they are dead for at least 10 years, but Lindbergh's achievement was of such significance, the post office made an exception.

After crossing the Atlantic, Lindbergh returned to a hero's welcome. He lived until 1974, dying in Hawaii at age 73.

Basel 1971

 By Bruce Shawkey

Pictures of watches from the 1971 Basel Expo. The expo was in full swing by then, growing from an event intended mainly for the trade, to a full-blown media event. This is the coverage provided by Europa  Star magazine.

I had the grand experience of attending Basel in 2014 as a media rep for the NAWCC Bulletin. The show's organizers pretty much treat the press as royalty, setting up a special room to file our reports,, and feeding us breakfast and lunch. It was my good fortune to go that year, because subsequently, the Expo began to crumble of its own weight. The show isn't even held any more, replaced by smaller, more focused shows.

A Fable For How to Sell More Watches

 By Bruce Shawkey

Found this cute little article in a 1969 issue of Europa Star magazine. They don't write stories like this any more:

Wachie's Barking Corner

We all want to sell watches. The more, the better. Now, quite some time ago, a major watch company came out with an important advertising campaign. Motto: 

SCHNOOK, THE WATCH FOR YOUR LIFE

Maybe you remember. Maybe you reacted like I did: "HOW STUPID!" I encountered the general manager of the Shnook Company. "Hello," I yapped. "I understand you're going to close your factory soon." "Of course," I said. "Once all people disposing of the necessary petty cash have bought your expensive watch, they'll have it for life. You'll wait until the next generation of rich people has grown up before you make another sale.". My frivolousness killed the man's day and cost his advertising manager's job. I still believe I did a goad job though.

    Here, we are trying to sell watches. to more people. Have we really made all possible efforts to sell more watches to the same people? Have we sufficiently explained that the gold diamond-studded watch is not exactly the thing to wear when going shopping or fishing? Have we told people that the diver's watch does not blend too well with a tuxedo? I believe not. Yet, have you ever met the tailor or the haberdasher who told you, "This, Sir, is a suit for your life. Your can wear it for hunting, fishing, baseball, tennis, mountain climbing, cocktail parties, and as pajamas." Or have YOU  YOU ever imagined that you could get away with ONE suit for the rest of your days and wear it even when you one day greet Saint-Peter? You're not that crazy! Or has anyone ever tried to sell you "the car for your life?" That's it -- this one will last you to the end of your days." I, for myself, wouldn't use that kind of sales talk even if the customer were 127 years old, plagued with measles and a heart as clunkey as a broken down piano.

    Let me tell you: about the only thing you may own for life ... is your wife. And even that you might have to change.

    So, let's sell more watches to more people and let's sell more people more watches. Maybe I have an idea or two, how it should be done.

See you next time.

Sincerely your WATCHIE

Basel 1969

 By Bruce Shawkey

Watches from the 1969 Basel Watch Fair