By Bruce Shawkey
Ran across this ad for French watches in a 1975 issue of Europa Star magazine:
By Bruce Shawkey
We tend to think of Switzerland as the watch capital of the world, but France also held its own in the heyday of watch manufacturing. Some of the players were LIP. Yema, LOV, and others. Paris, Lyons, Bordeaux, Marseille, etc. all hosted exhibitions. Here are some examples:
By Bruce Shawkey
In a recent issue. we showed readers the model of an electronic quartz watch fitted with a system enabling it to be used also as a mini-computer. We are able today to announce further progress in this field since we hear that the American firm Uranus Electronics Inc. has unveiled a solar-powered computer calculator watch.
It consists of a five function watch and an 8-digit calculator with four functions. floating decimal and memory. The calculator functions by means of push-buttons set round the bezel in the usual hour-circle. rather like a telephone dial. The resulting readout is shown by light-emitting diodes. It is powered by tiny solar cells that convert ordinary sunlight or incandescent light into energy to be stored in batteries lasting approximately 3 years with normal wearing. Uranus Electronics Inc. is an American company specializing in precision electronics and the technique of semi-conductors. Founded in 1970, it began manufacturing digital electronic watches under the direction of Messrs. Levine and Arthur Cake. vice-presidents of the technical department who possess several patents for LCD and LED watch design. According to information received. it appears that this concern intends to market the above-mentioned watch-computer on a very large scale and is also preparing to release several new developments that are described as being sensational.
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.
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.
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.
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.
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:
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
