Jaeger-LeCoultre: Éloge du Temps

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Today most brands use celebrities or models to promote their watches… A way to create a feeling that, “with our watch on your wrist, you will be good looking, rich and famous!”

Watch advertisement have always been aiming to make you want to buy more watches – but the way brands expressed that in their ads have changed over time…

During the later part of the 1940’s, Jaeger-LeCoultre had a series of French ads using the phrase “Éloge du Temps” as their slogan.

Translated to English: “Praise of time”.

So far I have been able to find four of them, not sure if there are more.

Nathan 1946: Time symbolised by a sundial clock in the desert…

A. Golven 1947: Time symbolised by the sun and moon circling the earth… Do you recognise this from something more recent? Answer at the end of this post…

Watrin 1947: Time symbolised by an hourglass… Showing how we humans change over time… The youth on the left, elderly man on the right… Trying to hold up or hold back the time…

Gouju-amalric 1948: Again an hourglass… The sun and stars running the clouds, trying to hold back time…

Personally I love these old advertisements, I think they reflect a lot of feelings and many times you can get a hint of the political situation, fashion or style from the time period.

In this series of ads the focus is more on time than the watches and maybe in the last two, the eternal question – how to hold back time… Eternal life… A post-war reflection..?

Yes, it is interesting to see how much things have changed…

The answer to my earlier question – the Jaeger-LeCoultre Memovox International released in 2011.

Jaeger-LeCoultre Memovox International – 2011

On the back you find it!

Jaeger-LeCoultre Memovox International – case back engraving

Well, it’s not an exact copy but surly the inspiration must come from the same…

Inspiration from the same

Éloge du Temps!

Yes, we should praise the time we have with our loved once and our watches… After all, we just look after them for the next generation..!

Reverso Duo Blue – next generation is ready to take over

If you like these kind of historical posts, stay tuned… Much more to come!