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Unusual vintage Longines / Switzerland travel and advertising booklet, dating approximately to the 1950s–early 1960s.
This small illustrated promotional piece combines Swiss tourism information with advertising for Longines watches, including a wonderful full-page color illustration of a Longines Conquest automatic wristwatch. The advertisement describes the waterproof automatic watch and lists period prices of Fr. 795 for the 18 kt. gold version and Fr. 295 for stainless steel.
Additional beautifully illustrated panels depict traditional Swiss regional costumes, identified by canton, including Uri, Schwyz, Unterwalden, Luzern, Zürich, Glarus, Bern, Basel, Appenzell, St. Gallen, Ticino, Genève and others.
Another colorful panel features a period map of Switzerland designed for travelers to mark their tour, with Longines Watch Manufacturers of Saint-Imier prominently identified.
The back provides period travel advice for visitors to Switzerland, including driving information, regional foods, tipping and transportation, ending with a clever Longines advertising pitch encouraging travelers to wear a Swiss watch.
The cover is imprinted:
Boeckmann
Horlogerie - Bijouterie
Falkenplatz - Lucerne
A particularly attractive piece of midcentury Swiss advertising ephemera with crossover interest for Longines and vintage watch collectors, Switzerland travel collectors, advertising collectors, and collectors of traditional costume imagery.
Approximately 6 x 4 inches closed and 6 pages/panels.
Overall nice vintage condition with very light age and handling wear. Colors remain bright and attractive. Please see photos for complete condition and contents.
