CATALOG "JUVENIA CLOCKS" N°75
€ 100.00
Rare art deco collectible from Juvenia, probably from the 1930s or 1940s.
this is a fold-out catalog with price list of juvenia establishments formerly known as Didisheim-Goldschmidt, located at 43, rue de l'échiquier Paris 10th arrondissement.
In 1860, Jacques Didisheim, a descendant of an Alsatian family and an entrepreneur with a brilliant imagination, founded a watchmaking workshop in Saint-Imier, Switzerland, which he named Juvenia in honor of his wife. A few years later, the factory was re-established in La Chaux-de-Fonds, which offered an ideal location to develop the brand and its activities.
In 1880, Juvenia became one of the first watchmaking companies to manufacture women's wristwatches. The development of a caliber with a cylindrical escapement and a crown winding mechanism made it possible to design smaller movements that could fit inside cases with dimensions specifically adapted to women's wrists. The creation of the winding key was a major innovation for the watch industry.
The beginning of the 20th century saw Juvenia flourish with the launch of pocket watches with innovative design and a resolutely modern spirit. The first years of the new century were also marked by a massive expansion with the opening of two boutiques, in Paris and Madrid respectively, only a few decades after its foundation.
Driven by the relentless desire for development, Juvenia began to design and produce its own range of extra-flat movements in 1908. Aware of the need to manufacture its own calibers in order to be part of the very select circle of leading Swiss watchmakers, the company began the process of becoming a manufacturer.
A hotbed of innovation, Juvenia developed a variety of creations, such as ring watches, pendant watches, table clocks and standing clocks. In the first quarter of the century, their range consisted of a number of important gift items, such as their very successful table clocks. It was an ideal way for artisans to let their imaginations run wild and create richly decorated pieces. Recognized for its mastery of the art of decorating time, the originality of the house was awarded the Grand Prix des Arts Décoratifs de Paris in 1925.
Always on the lookout for the latest trends, Juvenia drew inspiration from the popular Art Deco style to design its new Juvenia Sport collection. Comprising several models of hermetically sealed watches, this collection offered a range for men with automatic winding and another for women with simple winding. The shapes of these models allowed the use of various decorative techniques, such as enameling, engraving and leatherwork. An article in the 1930 edition of the Journal Suisse d'Horlogerie emphasized just how successful the collection had been: "Juvenia has succeeded in popularizing pocket and bag watches for both men and women."
This catalog and price list are numbered 75 and represent the entire "pendulettes" collection of the period at 1:2 scale. The leaflet is in good condition for its age, with a few tears at the folds. The price list is in superb condition. The rarity and historical quality of this piece is well worth emphasizing. A complete set for the collector. A very rare, if not unique piece, and a small piece of Juvenia history.
Publisher: Juvenia
Year of publication: Circa 1930
Number of pages: 6-page catalog leaflet, 2-page price list
Dimensions: Catalog folded: Height 14.5 cm Width 12.3 cm Unfolded: Height 36.5 cm Width 25.7 cm Folded price list: Height 21.7 cm Width 27.5 cm
