LeCoultre – Cartier, another part of the Jaeger-LeCoultre history

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Another lesser known part of the Jaeger-LeCoultre history is the connection with Cartier. Today Cartier creates their own watches with in-house movements…

But this was not always the case…

Back in the end of the 1940’s and beginning of the 1950’s Jaeger-LeCoultre and Cartier had some kind of arrangement so that Cartier sold Jaeger-LeCoultre watches labelled Cartier.

Jaeger-LeCoultre Triple Date reference 2904

In documents, so far I have only found U.S. advertisements confirming this partnership, so maybe it was a LeCoultre partnership?

Here is an ad from 1947 which feature the Atmos clock. It is not possible to see any brand labelling on the Atmos – so this could just be an ad showing that Cartier store also sold Atmos…

Cartier ad 1947 – Atmos

Dual signed watches is nothing odd, there are many examples of retailers or stores which had their name printed on the dials. One of the most famous being Tiffany &Co.

In this next ad from 1951, the Cartier on the dial is clearly shown! It’s hard to see, but the Futurmatic is dual signed, both LeCoultre and Cartier.

Cartier ad 1951 – Futurematic dual signed

But then we come to the more uncommon variation, single signed Cartier dial. This ad is also from 1951.

Cartier ad 1951 – 2208 signle signed

How do I know this is a Jaeger-LeCoultre watch featured in the Cartier ad? Well, I could be wrong, but I am quite sure the watch in the Cartier ad and this Jaeger-LeCoultre reference 2208 from an early 1950’s Jaeger-LeCoultre catalogue are the same watch.

Jaeger-LeCoultre early 1950’s – 2208

Not convinced? Number T.W.O from the left, E 365 Powermatic, number three is the 2208 Round manual, number five is the smaller version 2723 Triple Date. If I looked a bit more into my library I bet I would find the Jaeger-LeCoultre reference also for the other two watches…

Cartier ad 1951 – single signed watches

What is interesting to see is that all the cases are identically to the Jaeger-LeCoultre version. During this period in time, Jaeger-LeCoultre shipped assembled movements over to the U.S. from Switzerland, to be cased and adjusted in the U.S. due to tax regulations.

Jaeger-LeCoultre early 1950’s – E 365

Because of the cases were made locally in the U.S. most of the LeCoultre watches have different cases compared to the European Jaeger-LeCoultre version of the watch.

Due to this, I suspect that the collaboration with single signed Cartier were made with Jaeger-LeCoultre here in Europe and not with the LeCoultre U.S. branch which were a part of Longines, Wittnauer & Vacheron Constantin at the time…

Jaeger-LeCoultre early 1950’s – 2723

Yes, another obscure part of the Jaeger-LeCoultre history…

Please join me in my journey through the Jaeger-LeCoultre universe – stay tuned, more to come…

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