1930s Helvetia Adverts.

Hello all,

I have just been very kindly sent some adverts for Helvetia watches I haven't seen before. Including a couple of their Pilots' watches.

These first 3 are from 1935, I've added a rough translation.



Unbreakable 16" aviator's watch with self-compensating balance spring making it anti-magnetic. The bezel is fitted with an indicator arrow allowing the pilot to always have the time of take off before his eyes. The glass of the watch is thick so that despite the sudden changes in temperature it does not fog but always remains perfectly clear.



"Helvetia Junior" waterproof and unbreakable wristwatch the product of long research and laborious testing. This is the ideal sports watch.



For the great outdoors, your best companion will be the Helvetia watch. Waterproof 8 3/4" and 10 1/2" with shock protection, patent 143073. For men and women. Novelty! Waterproof 10 1/2" with centre seconds. Ref 3171B. Patent 155825.

This last from 1938.



Waterproof, calendar, pilots and civilian watches of all kinds.

Very nice ads, I found this while looking for some cushion stuff. I think I have a new target. Opps wrong phone, the submarine is very intriguing

I've just been given a good lead to more adverts, the Swiss 'E Perodicals' site.

Here are some more - from 1930:









From 1931:





From 1932:



From 1933:



One other interesting thing is that they also have the 'Swiss Official Gazette of Commerce' which has lots of trademarks and design registrations.

For example here is the registration of the special Helvetia logo in 1931 and they did start using it on adverts after this though I've seen it on dials from 1929.



And here is the first registration of the famous propeller logo from Jan 1933:



If this site isn't common knowledge let me know and I'll start a new thread with more info. It's invaluable for tracing the history of a brand.

Thanks.

Carl

I’ll need to get a watch, to match 😀