AUTHENTIC JAEGER LE COULTER WRISTALARM (EALIER MEMOVOX) GENTS WRISTWATCH

BRAND/JENAMA: AUTHENTIC VINTAGE 10K GOLD FILLED LECOULTRE WRISTALARM (EALIER MEMOVOX) GENTS WRISTWATCH

MADE IN/BUATAN: SWISS

CIRCA/TAHUN: 1960's

MODEL: POWER RESERVED

CRYSTAL/CERMIN: ACRYLIC

MOVEMENT/ENJIN: LECOULTRE 17 JEWELS MANUAL MOVEMENT CAL.411

DIAL COLOR: CHAMPAGNE

FUNCTION/FUNGSI: HOUR, MINUTE, SECOND AND ALARM DISC

HANDS/JARUM: GOLD TONE

MARKERS/TANDA WAKTU: GOLD TONE STICKS AND ARABIC MARKERS

CASING : 10K GOLD FILLED

LUGS: 16mm UNUSUAL LOGS LUGS

MEASUREMENT/UKURAN: 34mm DIAMETER INCLUDING CROWN and 37mm LUG TO LUG

BEZEL: 10K GOLD FILLED BEZEL

DITANDA/ENGARVED BACK CASING: -

CROWN: UNSIGNED ORIGINAL CROWN

STRAP/TALI: 10K GOLD FILLED SPIEDEL BAND

SIZE STRAP/SAIZ TALI: 9.5" FULL LENGHT

DISCONTINUED LECOULTRE MODEL... RARE BUMPER MODEL!

EXCELLENT CONDITION, KEEPING GOODTIME AND ALARM BUZZING LOUDLY

PRICE/HARGA: RM2,500 (NEGOTIABLE)

A BRIEF HISTORY OF LE COULTRE WATCHES

A brilliant inventor and self-taught watchmaker, Antoine-LeCoultre founded his first workshop in 1833, following the invention of a machine to produce watchmaking pinions. Ever since, the Manufacture Jaeger-Lecoultre has developed constantly around the founder's original workshops.

Surprisingly enough, it was neither a physicist nor an engineer who first measured the micron; it was Antoine LeCoultre, in 1844. He had created watch components that were so perfect no tool could actually detect their degree of inaccuracy. He followed that up by inventing the world's most accurate instrument: the Millionometer, which served as a benchmark for over half a century.

In 1847, LeCoultre created a revolutionary system that was to do away with the need for keys to rewind and set watches. His simple and brilliant solution was a pushbutton that activated a lever to switch from one function to another. It was the first keyless winding mechanism, and the first reliable system that eliminated the need for keys to wind or set a watch.

In 1866, when Swiss watchmaking was still structured around small home-run workshops, Antoine LeCoultre and his son Elie decided to bring together under one rood the many skills involved in making watches, and installed a steam-driven machine to operate their new tools. LeCoultre & Cie thus became the first Manufacture in the Vallée de Joux.

It was in 1903 when the Parisian Edmond Jaeger set Swiss watchmakers the challenge of producing ultra-thin calibres. It would lead to the Calibre 145, the world's thinnest mechanical movement, measuring no more than 1.38 mm, and the friendship of Antoine LeCoultre's grandson, Jacques-Devid LeCoultre. These two men would give a rise to a range of horological wonders, and eventually the birth of the Jaeger-LeCoultre brand in 1937.

In the year 1908, the Manufacture created its first rectangular-shaped calibre in response to the challenge created to miniaturize watches to wear on the wrist. By the "Roaring 20s" (1920s), very small ladies' wristwatches were all the rage, but extreme miniaturization always led to a loss of reliability and precision. The Duoplan brilliantly solved this problem by arranging its parts on split levels. It would lead to the world's smallest movement, Calibre 101. Outdoing the Calibre 145, Jaeger-Lecoultre miniaturized the Duoplan caliber to the extreme, weighing in at barely one gram and comprising of 74 parts. Its record is still unmatched to this date.

Since its founding, the Manufacture has created and produced over 1,000 different calibres in many varieties. Over 200 patented inventions have contributed to the progress of Swiss watchmaking in the field of movements, as well as that of cases, bracelets, dials, and watch functions.

AUTHENTIC VINTAGE JAEGER LECOULTRE WRISTALARM (MEMOVOX) GENTSWATCH

PREVIEW - LE COULTRE WRISTALARM (EARLIER MEMOVOX)
CAL. 411 MANUAL WINDING 17 JEWELS

BRAND/JENAMA: AUTHENTIC VINTAGE 10K GOLD FILLED LECOULTRE WRISTALARM (EALIER MEMOVOX) GENTS WRISTWATCH

MADE IN/BUATAN: SWISS

CIRCA/TAHUN: 1960's

MODEL: POWER RESERVED

CRYSTAL/CERMIN: ACRYLIC

MOVEMENT/ENJIN: LECOULTRE 17 JEWELS MANUAL MOVEMENT CAL.411

DIAL COLOR: CHAMPAGNE

FUNCTION/FUNGSI: HOUR, MINUTE, SECOND AND ALARM DISC

HANDS/JARUM: GOLD TONE

MARKERS/TANDA WAKTU: GOLD TONE STICKS AND ARABIC MARKERS

CASING : 10K GOLD FILLED

LUGS: 16mm UNUSUAL LOGS LUGS

MEASUREMENT/UKURAN: 34mm DIAMETER INCLUDING CROWN and 37mm LUG TO LUG

BEZEL: 10K GOLD FILLED BEZEL

DITANDA/ENGARVED BACK CASING: -

CROWN: UNSIGNED ORIGINAL CROWN

STRAP/TALI: 10K GOLD FILLED SPIEDEL BAND

SIZE STRAP/SAIZ TALI: 9.5" FULL LENGHT

DISCONTINUED LECOULTRE MODEL... RARE BUMPER MODEL!

EXCELLENT CONDITION, KEEPING GOODTIME AND RECENTLY SERVICED

PRICE/HARGA: RM2,800 (NEGOTIABLE)

A BRIEF HISTORY OF LE COULTRE WATCHES

A brilliant inventor and self-taught watchmaker, Antoine-LeCoultre founded his first workshop in 1833, following the invention of a machine to produce watchmaking pinions. Ever since, the Manufacture Jaeger-Lecoultre has developed constantly around the founder's original workshops.

Surprisingly enough, it was neither a physicist nor an engineer who first measured the micron; it was Antoine LeCoultre, in 1844. He had created watch components that were so perfect no tool could actually detect their degree of inaccuracy. He followed that up by inventing the world's most accurate instrument: the Millionometer, which served as a benchmark for over half a century.

In 1847, LeCoultre created a revolutionary system that was to do away with the need for keys to rewind and set watches. His simple and brilliant solution was a pushbutton that activated a lever to switch from one function to another. It was the first keyless winding mechanism, and the first reliable system that eliminated the need for keys to wind or set a watch.

In 1866, when Swiss watchmaking was still structured around small home-run workshops, Antoine LeCoultre and his son Elie decided to bring together under one rood the many skills involved in making watches, and installed a steam-driven machine to operate their new tools. LeCoultre & Cie thus became the first Manufacture in the Vallée de Joux.

It was in 1903 when the Parisian Edmond Jaeger set Swiss watchmakers the challenge of producing ultra-thin calibres. It would lead to the Calibre 145, the world's thinnest mechanical movement, measuring no more than 1.38 mm, and the friendship of Antoine LeCoultre's grandson, Jacques-Devid LeCoultre. These two men would give a rise to a range of horological wonders, and eventually the birth of the Jaeger-LeCoultre brand in 1937.

In the year 1908, the Manufacture created its first rectangular-shaped calibre in response to the challenge created to miniaturize watches to wear on the wrist. By the "Roaring 20s" (1920s), very small ladies' wristwatches were all the rage, but extreme miniaturization always led to a loss of reliability and precision. The Duoplan brilliantly solved this problem by arranging its parts on split levels. It would lead to the world's smallest movement, Calibre 101. Outdoing the Calibre 145, Jaeger-Lecoultre miniaturized the Duoplan caliber to the extreme, weighing in at barely one gram and comprising of 74 parts. Its record is still unmatched to this date.

Since its founding, the Manufacture has created and produced over 1,000 different calibres in many varieties. Over 200 patented inventions have contributed to the progress of Swiss watchmaking in the field of movements, as well as that of cases, bracelets, dials, and watch functions.

AUTHENTIC VINTAGE JAEGER LECOUTRE MEMOVOX ALARM GENTS WRISTWATCH (SOLD)

• Dial

1. The Original Dial have never been repainted/refurbished
2. A Nice Beautiful & Stunning Champagne/Gold Color Dial
3. Gold Tone Arabic/Arrow Head Marker and Hands
4. Dial in good condition
   

• Case

1. 10K Rolled Gold on Stainless Steel Case & Back
2. Have Been Professionally Polished To Make look like New & Flawless
3. Will Show Age at Place But Won't let the Attraction Level
4. Width Size : 36mm (excluding Crown)
5. Length Size : 44mm from Lugs tip to tip

• Movement

1. Manual Winding 17 jewels Alarm Movement
   
2. Have Been Recently Serviced By An Expert
3. In Good Working Order, Alarm work n loud
   
4. I Do not Guarantee Of The Watch To Be Waterproof As it Due to it Age & not Pressure Tested
5. These Are Vintage Watch Serving From Decades
6. They Could Run +2/-2 minutes Per Day Not Like today's Quartz

• History & Information

1. Around 40-50 years Old
2. No Box & Papers & Certificate Due to Age of The Watch
3. New After Market Black Leather Band have been Attached to it.
4. Five Signed Dial , Case , Back , Machine & Crown Are all Signed By LeCoutre
5. Original Glass No Scratch and Crack

PRICE: (SOLD TO MR WILLY TAN FROM PONTIAN, JOHOR)

A BRIEF HISTORY OF LE COULTRE WATCHES

A brilliant inventor and self-taught watchmaker, Antoine-LeCoultre founded his first workshop in 1833, following the invention of a machine to produce watchmaking pinions. Ever since, the Manufacture Jaeger-Lecoultre has developed constantly around the founder's original workshops.

Surprisingly enough, it was neither a physicist nor an engineer who first measured the micron; it was Antoine LeCoultre, in 1844. He had created watch components that were so perfect no tool could actually detect their degree of inaccuracy. He followed that up by inventing the world's most accurate instrument: the Millionometer, which served as a benchmark for over half a century.

In 1847, LeCoultre created a revolutionary system that was to do away with the need for keys to rewind and set watches. His simple and brilliant solution was a pushbutton that activated a lever to switch from one function to another. It was the first keyless winding mechanism, and the first reliable system that eliminated the need for keys to wind or set a watch.

In 1866, when Swiss watchmaking was still structured around small home-run workshops, Antoine LeCoultre and his son Elie decided to bring together under one rood the many skills involved in making watches, and installed a steam-driven machine to operate their new tools. LeCoultre & Cie thus became the first Manufacture in the Vallée de Joux.

It was in 1903 when the Parisian Edmond Jaeger set Swiss watchmakers the challenge of producing ultra-thin calibres. It would lead to the Calibre 145, the world's thinnest mechanical movement, measuring no more than 1.38 mm, and the friendship of Antoine LeCoultre's grandson, Jacques-Devid LeCoultre. These two men would give a rise to a range of horological wonders, and eventually the birth of the Jaeger-LeCoultre brand in 1937.

In the year 1908, the Manufacture created its first rectangular-shaped calibre in response to the challenge created to miniaturize watches to wear on the wrist. By the "Roaring 20s" (1920s), very small ladies' wristwatches were all the rage, but extreme miniaturization always led to a loss of reliability and precision. The Duoplan brilliantly solved this problem by arranging its parts on split levels. It would lead to the world's smallest movement, Calibre 101. Outdoing the Calibre 145, Jaeger-Lecoultre miniaturized the Duoplan caliber to the extreme, weighing in at barely one gram and comprising of 74 parts. Its record is still unmatched to this date.

Since its founding, the Manufacture has created and produced over 1,000 different calibres in many varieties. Over 200 patented inventions have contributed to the progress of Swiss watchmaking in the field of movements, as well as that of cases, bracelets, dials, and watch functions.

AUTHENTIC VINTAGE BELFORTE MEN'S ALARM WRISTWATCH (SOLD)

BRAND/JENAMA : BELFORTE BY BENRUS

MODEL : PACER 700 - ALARM

CIRCA : 1960's

ORIGIN/BUATAN : SWISS
NO. SIRI/SERIAL NO. :

CIRCA/TAHUN : 1970's

CASING/KEMASAN : SOLID STAINLESS STEEL

MOVEMENT/PERGERAKAN : BENRUS 17 JEWELS MANUAL MOVEMENT
DIAL: SILVER/PERAK
HANDS: SILVER TONE
BEZEL: SS

MARKINGS/TANDA JENAMA : DIAL & BACK CASING

BAND/TALI : NEW 8.5" TWO SIDE TWO COLOR BROWN/STRIPES NATO TEXTILES BAND (COST ME RM70.00)
CROWN: ORIGINAL BELFORTE CROWN
LUGS SIZE: 18mm
BAND WIDTH: 18mm

LENS/CERMIN : HARDLEX MINERAL

MEASUREMENT/UKURAN : 37mm X 42mm LUG TO LUG
WATER RESISTANT: -

CONDITION/KONDISI : GOOD CONDITION, ALARM WORKING AND KEEPING TIME
PRICE/HARGA: SOLD TO CIKGU ZAKI FROM TAMAN MEDAN

BRIEF HISTORY OF BENRUS, SOVEREIGN AND BELFORTE WATCHES Benrus Watch Company was an American (family run) company. It was founded in New York City in 1921 by three brothers - Benjamin, Ralph, and Oscar Lazrus. The ambitious brothers were Romanian immigrants. The name "BENRUS" was a combination of Benjamin Lazrus first and last names. Hence "BEN"jamin laz"RUS". On 14 May 1923, Lazarus acquired the legal protection of the trademark Benrus from the Swiss federal office for intellectual property.

The original company headquarters were located in the Hippodrome building on 44th street in Manhattan. While some watch assembly took place there, but the bulk of the manufacture took place in Switzerland. Benrus owned a factory in la Choux de Fond where watches were assembled. This was run by the first woman to run a major Swiss company. At the time all Swiss watches and parts were controlled by the Swiss cartel who provided Benrus with the movements and parts. Benrus also had a factory in Waterbury CT which is where they made the cases for Benrus watches. The company would later own factories in France, St. Thomas, and Virgin Islands in the late 50's early 60's. The WWII years were a period of gigantic growth for Benrus. Contrary to popular belief, Benrus, like many other watch manufacturers of the time, manufactured watches for WWII servicemen. Most US companies (including watch companies) were brought into the war effort to produce items for military use. Benrus was no different. They had top secret government assignments to manufacture timing devices for use in bombs and weapons. They also continued to sell watches to civilians as they were still able to ship their Swiss movements by sea via Lisbon. The extremely limited supply of affordable watches meant big profits for the company as consumers snapped up whatever watches Benrus could make.

Post-War, Benrus designers went to work fashioning beautiful and dazzling watches that expressed post war civilian life. The resulting designs from Benrus were unique and exaggerated. Designs from this period, with fancy bezels and lugs. The company produced memorable watches like the "Embraceable" - a one piece watch that was slipped on like a bracelet, and also the "Citation" which was named after a famous racehorse of the time. It was a very exciting time for the Benrus Watch Company who played a large role in the Retro-Modern period as we know it. Watches from this period are becoming very collectible today.

Production steadily expanded throughout the 1940's and into the 1950's. Supplies of high quality Swiss movements were not only readily available, but were also inexpensive for Benrus to buy. This was due to high volume and a strong relationship with the Swiss cartel. Benrus even had a German company supplying ebauche movements and parts. The company was positioned perfectly... just as with cars and houses, America was ready to buy a new watch. By the beginning of the 1950s, Benrus was the 3rd largest watch producer in the United States, second to Hamilton Watch, and Bulova. They had also earned a strong reputation for making quality timepieces.

Other brands that sold under the Benrus name were

SOVEREIGN
BELFORTE

In the 1960's through the late 70's, Benrus made military issue watches used by the Army and Navy. These were issued to servicemen fighting in the Vietnam War.

Early in the 1960's Ben and Ralph Lazrus were in their 70's and ready for retirement. By the mid to late 70's Benrus Incorporated was a diversified manufacturer of a number of consumer products. Companies included: Benrus Watch Co. Watches, Wells, Inc. Jewelry, and Destino, Ltd. - Christian Dior Products. An attempt to consolidate all the various manufacturing enterprises under one roof proved to be a much more expensive move than anyone calculated, and a final blow to the company which subsequently filed bankrupt in 1977.

The company was then sold, and after passing through several more hands, came under the ownership of the Hampden Company, which also owned "Fantasy Diamonds", with factories in both the Virgin Islands and Chicago. An attempt was made to bring back the Benrus brand under Hampden/Fantasy, which was somewhat successful but short lived. Among others, a reissue of Vietnam service watches proved very popular.

AUTHENTIC RARE! VINTAGE CITIZEN PARA ALARM DATE GENTS WRISTWATCH (SOLD)

BRAND/JENAMA : CITIZEN

MODEL : PARA ALARM-DATE

MOVEMENT/ENJIN :ALDS51301a-y

ORIGIN/BUATAN : JAPAN
NO. SIRI/SERIAL NO. : 70170028

CIRCA/TAHUN : 1970's

CASING/KEMASAN : SOLID STAINLESS STEEL

MOVEMENT/PERGERAKAN : CITIZEN 21 JEWELS MANUAL MOVEMENT
DIAL: BLACK/HITAM
HANDS: SILVER TONE ARROW LUMINOUS
BEZEL: SS

MARKINGS/TANDA JENAMA : DIAL,BACK CASING, BARCELET BANDS

BAND/TALI : FULL LENGTH ORIGINAL CITIZEN SS BRACELET BAND
CROWN: ORIGINAL CITIZEN CROWN
LUGS SIZE: 20mm
BAND WIDTH: 20mm

LENS/CERMIN : HARDLEX MINERAL

MEASUREMENT/UKURAN : 44mm X 47mm LUG TO LUG
WATER RESISTANT: -

CONDITION/KONDISI : GOOD, WORKING AND KEEPING TIME
PRICE/HARGA: RM650.00 (SOLD TO CHITAK FROM LAGUNA MERBOK, SP)

BRIEF HISTORY OF CITIZEN WATCHES

Citizen Holdings Co., Ltd. (シチズンホールディングス株式会社, Shichizun Hōrudingusu Kabushiki-gaisha) is the core company of a Japanese global corporate group based in Tokyo Japan. The company was originally founded as Shokosha Watch Research Institute in 1918 and is currently known as the manufacturer of CINCOM precision lathe machine tools as well as CITIZEN watches. The trade name originated from a pocket watch CITIZEN sold in 1924. It is one of the world's largest producers of watches. For almost eight decades, Citizen has been ahead of its time. Citizen brand has always stood for innovations and high precision that make life better for everyday people and now they are raising their sights to meet the needs of the new Millennium.

In 1924, when Citizen's forerunner, the Shokosha Watch Research Watch Institute produced its first pocket watch the "CITIZEN". The then Mayor of Tokyo, Mr Shimpei Goto, named the watch "CITIZEN" with the hope that the watch, a luxury item of those times, would become widely available to ordinary citizens and be sold throughout the world.

Time and again Citizen has pioneered groundbreaking technologies and helped to make watches an indispensable part of modern life. Introduced in 1956, Parashock was the first shock resistant watch made by a Japanese manufacturer. And three years later, Parawater was hailed as the country's first water resistant watch.

One of the latest milestones is our Eco-Drive system. Bringing new thinking to the art of watchmaking, this is a light powered solution that eliminates the need to change batteries - a revolution that made it the first watch technology to receive the Japan Environment Association's Eco Mark for environmentally friendly products.

And in 2003, Citizen continues to evolve and be ahead of its time with the launch of Stiletto. This is the World's thinnest light powered watch - a watch so revolutionary it combines eco-drive technology with a refined, sleek and sophisticated case and bracelet from 4.4mm thick.

Citizen is, however more diverse then simply watches. In fact watches only represent less than 40% of the company's business. Today Citizen is drawing on a heritage of proven quality and technologies as we develop the market for watches, clocks, jewellery, eyeglass frames and health care products.

PERSONAL COLLECTION - AUTHENTIC VINTAGE PRESIDENT'S WATCH VULCAIN CRICKET GENTS ALARM WRISTWATCH

BRAND/JENAMA: AUTHENTIC VINTAGE VULCAIN CRICKET GENTS ALARM WRISTWATCH

MADE IN/BUATAN: SWISS

CIRCA/TAHUN: 1960's

MODEL: CRICKET - ALARM

CRYSTAL/CERMIN: ACCRYLIC

MOVEMENT/ENJIN: VULCAIN 17 JEWELS MANUAL WINDING ALARM MOVEMENT

DIAL COLOR: GOLD CHAMPAGNE

FUNCTION/FUNGSI: ALARM - LOUD & CLEAR

HANDS/JARUM: GOLD TONE/ KEEMASAN

MARKERS/TANDA WAKTU: GOLD TONE STICKS/RANTING KEEMASAN

CASING : 14k GOLD FILLED TOP & STAINLESS STEELBACK/ EMAS TAMPALAN 14K DAN KELULI PENUTUP BELAKANG

LUGS: 20mm

MEASUREMENT/UKURAN: 37mm DIAMETER INCLUDING CROWN and 43mm LUG TO LUG

DITANDA/ENGARVED BACK CASING: VULCAIN WATCH CO - SWISS 1858 - 52314R

CROWN: ORIGINAL GP/ KELULI SADURAN EMAS

STRAP/TALI: ORIGINAL BROWN LEATHER/ KULIT BERWARNA COKLAT

SIZE STRAP/SAIZ TALI: 8.5"

PERSONAL COLLECTION - WILLING TO SELL IF THE PRICE IS REASONABLE

VULCAIN CRICKET - BRIEF HISTORY OF THE PRESIDENT WATCH

Founded in 1858 and internationally renowned, particularly thanks to the 1947 presentation of the world's first mechanical alarm wristwatch, the famous Cricket, the company is once again producing Vulcain alarm wristwatches. The company presented its new collections, all equipped with the Cricket movement that made a major contribution to establishing the company's international reputation. The Cricket watch was also nicknamed "The Presidents' Watch", since Eisenhower, Nixon and Johnson were all loyal customers and eminent ambassadors for the Cricket. This model, which has made its mark on watchmaking history, owes its name to its distinctive sound resembling the strident cry of the chirpy insect. Bernard R. Fleury and Alain Claude, respectively President and CEO and Technical Director of the new entity have launched the production of 5,000 Vulcain watches this year and plan to increase production progressively to reach 10,000 a year in the medium term. The United States, Japan, Hong Kong, Singapore, Germany, Italy, France, Spain and Switzerland are the first markets targeted by the new management team. The company has chosen not to exhibit at the spring trade fairs this year, preferring to focus its efforts on product developments and host its clients at the company head office in Le Locle.

1947 will remain a significant milestone in watchmaking history. 55 years ago, the first genuinely functional mechanical alarm wristwatch was presented by Vulcain. For the very first time, watchmakers and scientists had succeeded in achieving what many researchers had attempted before them: a mechanical alarm wristwatch powerful enough to actually wake up its owner.

For Vulcain, a company founded in 1858, the year 1947 was to mark the start of a new era. As soon the first alarm wristwatch models were presented, the whole world appeared to be clamouring for what would become "The Presidents' Watch". More than 50 years later, the watch Manufacture intends to rebuild on the foundations of this exceptional legacy to write a major new chapter in the history of the Vulcain brand.

It is in Le Locle, strategically located in the Neuchatel Jura region with its deep historical watchmaking roots that the company has decided to establish itself in order to revive the Vulcain brand and relaunch production of the Cricket movements in their original functions.

The new Vulcain philosophy is not to move mountains, nor to cultivate unbridled ambitions for the company. On the contrary, since the brand has not been particularly active during the past decade, it must first be revived before relaunching. It is through a policy based on a long-term vision that the new firm intends to regain a niche position in the watchmaking world of tomorrow.

The new company - In September 2001, Production & Marketing Horloger SA (PMH SA), based in Le Locle, acquired the Vulcain and Cricket brands as well as exclusive operating rights and production tools to the famous Cricket mechanical alarm movement.

President and CEO Bernard R. Fleury and Technical Director Alain Claude are the two main figures at the head of PMH SA. In light of the fine quality of the product and the exceptional horological heritage it represents, both men wished to revive the Cricket calibre and to give the Vulcain brand a new lease on life. PMH SA was set up on the basis of this determination.

Despite the brand's rich past, the new company does not intend to implement a backward-looking policy, either in marketing or sales terms. Bernard R. Fleury and Alain Claude are not devoting their energies to replicating what was done fifty years ago. Quite clearly, it is on the strength of the mechanical alarm calibre that the new company must be built, but they intend to use it as a springboard towards new horizons. Nonetheless, the rebirth announced in the spring of 2002 naturally needed to clearly express the strong ties between the brand's heyday in the past century and the new entity

The President’s Wristwatch

In January 1953, when the Chairman of the White House Press Photographers’ Association presented the American President Harry S. Truman (President from 12.4.1945 till 20.1.1953) with a Vulcain Cricket, this marked the beginning of a tradition which continued right up to Bill Clinton’s term of office (20.1.1993–20.1.2001).

This tradition earned for the Vulcain Cricket the reputation of being the “President’s watch”. President Truman was so delighted with the usefulness of his Cricket that he wore it regularly. In particular he made regular use of the alarm-feature to remind him of important appointments.

Do as Ike does

Dwight D. Eisenhower, Truman’s successor as US President (20.1.1953 – 20.1.1961), wore a Cricket even before he was elected President. He too used the Cricket with enthusiasm during his period in office. And it is to him that the Cricket owes its legendary reputation in the United States. The slogan “Do as Ike does” is a reference to the way he like to be reminded by his Vulcain Cricket. It goes without saying that the advertisements of the time stressed the fact that the President wore a Vulcain Cricket.

And so the USA quickly became the most important market for sales of the Vulcain Cricket. It owed much of its fame to one single press conference in 1956.

US President Lyndon B. Jonson was a particular fan of the Vulcain Cricket. In the course of his period in office (22.11.1963 – 20.1.1969) he presented more than 200 people with a Cricket. And whilst he was on a visit to Geneva for a meeting of the United Nations, he gave orders to buy up all the Crickets available there. A personal letter of thanks from Lyndon B. Johnson to F. Ditisheim dated 15.5.1964 shows how the President trusted his own Vulcain Cricket and used it daily. He emphasized how much he appreciated the watch and that he did felt less than dressed without it.

And the succeeding Presidents of the United States had one thing in common – they all wore a Vulcain Cricket. In a ceremony on 20.1.1969, President Richard M. Nixon was presented with his personal Vulcain Cricket. Photos were taken of the event.

Besides being the wristwatch of the American Presidents, the Cricket also became the watch of the last Soviet President Michail Gorbachov. He too was received the Cricket as a gift from MSR. And he too grew to appreciate the practical usefulness of the watch. The cover photo of the Time of 31st December 1990 depicts Michail Gorbachov wearing his Vulcain Cricket.