Durex 1950 Advertisement — Durex Brakes, PWB Precision Balls

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Durex … ça freine

Durex

Billes PRECISION PWB
ça roule

Concessionnaire exclusif
ARTHUR HEROLD Père. VILLEMOMBLE (Seine)
En vente dans toutes les bonnes maisons

[Design: a ruled frame. Under the headline (the brand in a bold display face, “ça freine” in a large underlined script) a tilted black rectangle carries a white line drawing of the Durex coaster or hub brake shown in cutaway: the axle and lock nut, the brake shoes and expander, a ring of bearing balls and the threaded driver with its sprocket, against a hub shell drawn as a pale cloud-like outline. A brake arm curls up from the left end like a ribbon lettered “Durex”. Below, three cyclists in black silhouette (two racing, crouched, and one upright rider in the middle) ride on a black band set with a row of ten shining bearing balls. “PRECISION PWB” is in a slab-serif display face, “ça roule” and the closing lines in script; the distributor’s name is reversed in white on a black band. No signature or agency mark found.]

[This advertisement shares page 30 of L’Officiel du cycle with advertisements for Saint-Étienne-Spécialités, Renov and Yvars, each held here as its own record.]