New Watson 1954 Advertisement — New Watson chains and lighting, entire satisfaction and maximum visibility, with a racing cyclist and a night rider drawn

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CHAINES – ÉCLAIRAGES

Entière
Satisfaction

NEW WATSON

Visibilité
Maximum

ÉTABLISSEMENTS CHATELAIN – ANNEMASSE – (Hte-Savoie)

[A wide, short ruled advertisement in black and white, closed above and below by heavy horizontal rules. The heading “CHAINES – ÉCLAIRAGES” runs across the top in widely spaced bold sans-serif capitals. At the left a racing cyclist in a cap and sunglasses leans over the handlebars of a drop-handlebar racing bicycle, drawn in line engraving with a set of horizontal speed lines trailing behind him. At the center the name “NEW WATSON” is reversed out in white heavy capitals from a solid black cloud-shaped panel with a white outline, and “Entière Satisfaction” in flowing brush script stands to its left and “Visibilité Maximum” in the same script to its right. At the right a solid black silhouette of a night rider on a bicycle, with a small round lamp on the handlebar and a fan of horizontal light lines spreading to his left. The firm name “ÉTABLISSEMENTS CHATELAIN” and the town “ANNEMASSE – (Hte-Savoie)” run along the foot, split by the cloud panel, in sans-serif capitals with the surname and department in bold. No artist signature is visible.]