We’re used to seeing Hollywood actresses, the latest haute horlogerie on their wrists, gazing at us in dreamy soft focus. But what about the advertisers looking to push horlogerie industrielle?
In an earlier blog I presented some pictures from inside the English Clock Systems (ECS) works at King’s Cross from the early 1950s. One of the shots showed the production line for the time recorders. The final product – the Autoprint – was a superb machine, and here are a couple of shots, showing both the mechanism and the outer casing.
The problem facing the ECS publicity unit was how to make the machine a bit more interesting in a catalogue or journal report. Watches and exotic locations were one thing, but the time recorder presented a bit of a challenge on the face of it. In this blog I speculate on the thought process of the lads as they set to their task.
The Autoprint was proudly on show at the 1956 British Industries Fair. The display stand was duly photographed, but an attraction for businessmen that year was a trip to the Eve nightclub on Regent Street. Our intrepid team tagged along, and lo and behold, the nightclub staff used an Autoprint! A first shot caught the commissionaire and other colleagues stamping their cards, but patience was rewarded with the arrival of a hostess, happy to pose. Finally, of course, the show-girls themselves arrived – all adorned with representations of items manufactured in Britain. The third image shows Gillette-girl! Picture Post (7 January 1956) carried a double-page spread on the cabaret, illustrating different industries from the BIF, but the historic industrial horological shot shown here remained hidden in an archive until I stumbled across it recently. In the interests of scholarship I felt it should be published.