A view from 1950: Celebrities wearing Swiss Watches

A view from 1950 on the watches worn and ordered by big celebrities and royalties in 1950. An article written by Federation Suisse des Associations de Fabricants d’Horlogerie and now translated and scanned by VINTAGE VIEW in English for the world to see.

Written by Federation Suisse des Associations de Fabricants d’Horlogerie in 1951. Translated by VINTAGE VIEW.

For almost four centuries the Swiss watch is worn by the worlds biggest celebrities.

According to various authors, the clock was born in 1510. It took its first steps (if we may express ourselves that way) in Germany, Italy and France. But it didn't take long for it to make its appearance around the Swiss Jura. It had already acquired a place in Geneva in 1550, where he seduced noble travelers by the beauty of his forms. Since then, it is not an exaggeration to say that, from its creation, the watch found a land of choice in Switzerland, and that it immediately received the consecration of the most demanding clientele. In the middle of the 16th century, the great ones of this world already had the determination to own one of those round objects, in the shape of a flattened drum, which were the first devices to measure time.

It is clear that, at that time, the watchmaking trade did not reach the proportions that we know today. Clients had to appear at the craftsman's house or send a messenger to place the order. The trips undertaken for this purpose, with rudimentary and uncertain means of locomotion, indicate the extent to which watch enthusiasts were determined to procure Swiss watches. Later, increased production prompted manufacturers to set out on trips themselves to display their precious items. Thus, little by little, the commercial network that finally had to cover the entire world was woven.

It would be difficult and, moreover, maybe impossible, to go back in time to see with what the highest figures of other times bought in Switzerland. From copies from the sales books of our Swiss factories we see some particularly prestigious names: Napoleon I, Emperor of the French; Empress Maria Luisa of Austria; Emperor Wilhelm II of Germany; Emperor Franz Joseph of Austria; Napoleon III, Emperor of the French; Czar Nicholas II of Russia; King Edward VII of England; King Umberto I of Italy and Pope Pius IX.

One easily imagines that the list could be extended to infinity; but that would be in excess. For the times that have elapsed, our collection of kings and emperors will suffice. But it is worth making known that the relations between manufacturers and crowned heads were not limited to the delivery of watches. Often friendly contacts were established. Satisfied to be able to have watches in full accordance with their wishes, the guests of the royal and imperial palaces were pleased to express their appreciation to the authors of those masterpieces. A splendid "bratina" (Russian ceremonial drinking vessel.) can still be admired today in one of our factories, a gift from a Russian czar.

It is obvious to indicate that the monarchs of other times were privileged for having the most notable pieces in the collections, but also had special and exclusive models made. Among others, King Alexander of Serbia, was pleased to offer his friends gold or platinum watches with his initials under a crown. Almost always, the monogram was done in diamonds.

Yves Saint Blaise: The Jeweller Exeptional

Alpina 6: The Waterproof tank of 1939