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Achille Hirsch was a watchmaker in [[La Chaux-de-Fonds]] active from the 1880s through his death in [[1927]], and his family firm lasted through the 1970s. The company produced watches using the [[Vigilant]], and [[Invar]], and [[Cervine]] brands, later adopting these names for the company. They were also closely associated with the [[Nouvelle Fabrique de Tavannes]], which bore the Vigilant Watch brand name on the facade.
Achille Hirsch was a watchmaker in [[La Chaux-de-Fonds]] active from [[1874]] through the 1930s, and his descendants continued his legacy through the 1990s. The company produced watches using the [[Vigilant]] and [[Invar]] brands, later adopting these names for the company, and used the [[Cervine]] name after World War II. They were also closely associated with the [[Nouvelle Fabrique de Tavannes]], which bore the Vigilant Watch brand name on the facade.


==Achille Hirsch==
==Achille Hirsch==


Achille Hirsch ([[1847]]-[[1927]]) was a watch merchant active in [[La Chaux-de-Fonds]] around the turn of the century. Originally from Alsace, Hirsch emigrated to La Chaux-de-Fonds around [[1874]] to become involved in watchmaking there. He went on to build a factory and to fund the [[Nouvelle Fabrique de Tavannes]] with his cousin, [[Salomon Hirsch]], both of which supplied his Vigilant and Invar brands. Hirsch was an early proponent of mechanization in watchmaking, putting him at odds with the establishment in La Chaux-de-Fonds, but it proved extremely successful for him. Hirsch was also deeply involved with promotion of social activity in La Chaux-de-Fonds, as was his wife Rachel.
Achille Hirsch was a watch merchant in [[La Chaux-de-Fonds]], and it is claimed that he founded his first factory there in [[1874]].


Although Achille Hirsch likely entered the watch trade soon after arriving in La Chaux-de-Fonds in [[1874]], the first definitive mention of him in the business is a listing for A. and S. Hirsch in [[Indicateur Davoine]] in [[1877]] as a "commissioner and broker" of watches at Rue de la Serre 18. The "S" is likely his cousin, [[Nouvelle Fabrique de Tavannes|Salomon Hirsch]], who married his sister. A. and S. Hirsch continued to do this for a few years at Rue Léopold-Robert 24 before, in [[1883]], becoming a true watchmaking company there. The next step for the company came in [[1886]] as they moved to Léopold-Robert 32 as A. S. Hirsch & Cie.
By [[1897]] the company produced steel and electro-plated gold watches using the Vigilant brand and had just introduced a new watch under the Tosca name.


Salomon left the business by [[1890]] and would lease the [[Nouvelle Fabrique de Tavannes]] with Achille a decade later. For now, the La Chaux-de-Fonds watchmaking operation was listed simply as Achille Hirsch. He moved to Rue Daniel-JeanRichard 9 by [[1894]], and the firm began to steadily grow. By [[1897]] the company produced steel and electro-plated gold watches using the Vigilant brand and had just introduced a new watch under the Tosca name. In [[1898]], Achille Hirsch is listed at a new facility at Rue Daniel-JeanRichard 21, and by [[1900]], Hirsch was focused on the exclusive sale of the [[Unicum]] brand pocket alarm clock and also sold watches with 6 different dials under the Vigilant, Tosca, and Normal brands. A new gold plated watch later that year was branded Corona, with Velox, Climax, Rugby, and Principal also used. By [[1901]], Hirsch aded the Omnibus brand as well.
By [[1900]], Hirsch was focused on the exclusive sale of the [[Unicum]] brand pocket alarm clock and also sold watches with 6 different dials under the Vigilant, Tosca, and Normal brands. A new gold plated watch later that year was branded Corona, with Velox, Climax, Rugby, and Principal also used. By [[1901]], Hirsch aded the Omnibus brand as well.


By [[1903]] Achille Hirsch had added a second factory across the railroad tracks from the La Chaux-de-Fonds station at Rue du Commerce 13. The family would build a large, luxurious villa next to it at number 15 and would expand this factory to number 11 over the following decade and it would remain associated with Hirsch watchmaking through the 1960s. By [[1905]], Hirsch's other company, Cie. des Montres Invar (see below), was occupying Commerce 11-15.
By [[1910]] the company was known as Achille Hirsch & Fils as his sons joined management, and it was Fils de Achille Hirsch & Co. by [[1916]]. It was also using the Montres Invar and Vigilant Watch Manufactory names by this time, along with Crêtets Watch Co. But this company was deleted from the register in [[1926]]. In fact, the shares of Usines Fils de Achille Hirsch & Co. had been taken over by the Banque Cantonale Neuchâteloise and his descendants Jules, Jacques G., and Maurice Hirsch left the company.


By [[1910]] the company was known as Achille Hirsch & Fils as his sons joined management, and it was Fils de Achille Hirsch & Co. by [[1913]] suggesting that he had largely retired from the firm. By [[1913]] the company had relocated to the new post office building located at Rue Léopold-Robert 63 near the main train station. Given that this was an important landmark in town, it is likely that this was a sales office or headquarters, with assembly and warehousing happening elsewhere in town. Hirsch was also using the Montres Invar and Vigilant Watch Manufactory names by this time, along with Crêtets Watch Co. But this company was deleted from the register in [[1926]].
==Cervine SA==
 
By [[1920]] the company used a new name: Usines de Fils de Achille Hirsch & Co. SA. This reflected that the company now operated multiple factories, including a new location at Léopold-Robert 94 and the [[Nouvelle Fabrique de Tavannes]]. The Léopold-Robert office is a La Chaux-de-Fonds landmark along the main road, with a distinctive domed turret and is today home to [[Jean d'Eve]]. The company soon expanded it further to encompass number 96 as well.


==Cervine SA==
Achille Hirsch used the Vigilant brand as early as [[1897]] and the Invar name appeared by [[1916]]. But the company struggled after [[1926]] and the descendants of Achille Hirsch left. Cervine SA was established in [[La Chaux-de-Fonds]] in [[1930]] by Jules, Jacques G., and Maurice Hirsch to reclaim the company's legacy. As an announcement in [[La Fédération Horlogère]] made it clear, Cervine SA was the new "Achille Hirsch" despite the change in naming.


The Hirsch family faced many challenges in the 1920s, and Achille Hirsch himself did not live to see them resolved. The firm was near bankruptcy in [[1926]] but was saved when the Banque Cantonale Neuchâteloise recapitalized it. Eventually these debts came due and the firm was forced to liquidate. A debt-reduction agreement was reached but was rejected by a Neuchâtel judge who deemed it too friendly to the Hirsch family and they were forced out in [[1930]].
Cervine specialized at first in [[chronograph]]s, [[stopwatch]]es, and high-precision watches. The firm used a leaping stag in an octagon as its logo. It seems that the new company was willing to produce any type of watch, with their [[1932]] ad specifying "cheap lines for export" and "call for anything you do not find elsewhere." In [[1933]] they offered a complete line of [[jump hour]] watches then in vogue. But Cervine struggled in the 1930s and faced bankruptcy in [[1934]].  


The three Hirsch brothers (Jules, Jacques G., and Maurice) left their family firm to the creditors and formed a new company in [[1930]]. It was initially named Fils d'Achille Hirsch & Co., which was confusing given that the bankrupt firm was then known as S. A. des Usines Fils de Achille Hirsch & Co. The new Hirsch company was initially located in a large and prominent villa in the center of [[La Chaux-de-Fonds]] at Rue du Promenade 2. Cie. des Montres Invar remained in operation at the same addresses from this point onward.
The company was located at Promenade 2 in [[La Chaux-de-Fonds]] from [[1930]] through [[1933]] and Commerce 11-13 until [[1960]]. The company moved to Commerce 15 after this.


The company quickly settled on a new name: Cervine SA. The leaping stag logo explains the name choice: "Hirsche" is the German name for the common fallow deer, which is called "Cervine" in French. In [[1933]] the firm regained the imposing factory at Commerce 11-13, next to their father's villa at Commerce 15, and it remained there until [[1960]]. The factory was closed and the company address moved to Commerce 15 after this.
In [[1944]], Cervine was claiming Vigilant (along with Metoda, La Vogue, and Ruby) as brand names.


Cervine SA specialized at first in [[chronograph]]s, [[stopwatch]]es, and high-precision watches. It seems that the new company was willing to produce any type of watch, with their [[1932]] ad specifying "cheap lines for export" and "call for anything you do not find elsewhere." In [[1933]] they offered a complete line of [[jump hour]] watches then in vogue. In [[1944]], Cervine was claiming Vigilant (along with Metoda, La Vogue, and Ruby) as brand names.
Cervine was taken over in the 1950s by Jean Renevier, who eliminated the low-end product lines and focused the company on jeweled lever watches. One notable product from this period was the Ref. 7000, a compact automatic ladies watch.


In [[1956]], Jean Renevier took over the firm, including the Commerce 11-13 factory, from the Hirsch family. He simplified the product lines and introduced more elegant and contemporary models, including ladies offerings with automatic movements. Cervina SA remained in production through the 1960s, but by [[1970]] the Cervin and Cervine brands and assets were owned by Cie. des Montres Invar.
Cervina SA remained in production through the 1960s, but by [[1970]] the Cervin and Cervine brands and assets were owned by Cie. des Montres Invar.


==Nouvelle Fabrique de Tavannes==
==Nouvelle Fabrique de Tavannes==
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==Montres Invar==
==Montres Invar==


Compagnie des Montres Invar was registered by [[1903]], and Hirsch transferred ownership of some of his watch designs to this company that year. Montres Invar is named for [[Invar|the nickel-iron alloy of the same name]], which was commonly used in [[balance wheel]]s. The Hirsch family operated Montres Invar in parallel to Achille Hirsch, Vigilant Watch, and Cervine SA for decades, and by the 1970s all of the Hirsch family watchmaking assets fell under Montres Invar.
Compagnie des Montres Invar was registered by [[1903]], and Hirsch transferred ownership of some of his watch designs to this company that year.


In [[1905]], Montres Invar was officially registered at Rue du Commerce 11, 13, and 15, the same address used by Achille Hirsch's Vigilant Watch Manufactory (see above). We know that Commerce 15 was the Hirsch family's own villa, and that the factory at 11 and 13 was connected and would remain home to Hirsch watchmaking for decades. Achille Hirsch had largely retired from his namesake company by [[1913]] and Montres Invar was renamed Comptoir des Montres Invar by [[1919]]. By [[1930]] the company advertised itself as "Précision Chronométrique" ("Chronometric Precision") in stylish poster-style artwork produced by the [[Mettler]] company.
By [[1930]] the company had been renamed Montres Invar. The company advertised itself as "Précision Chronométrique" ("Chronometric Precision") in stylish poster-style artwork produced by the [[Mettler]] company. It was still officially called Société Anonyme des Usines Fils de Achille Hirsch & Co. and was located on Rue Léopold-Robert 94-96 in [[La Chaux-de-Fonds]]. Montres Invar is named for [[Invar|the nickel-iron alloy of the same name]], which was commonly used in [[balance wheel]]s.


It appears that the sons of Achille Hirsch merged Montres Invar with Fils de Achille Hirsch & Co. and their Nouvelle Fabrique de Tavannes operations under a holding company known as Société Anonyme des Usines Fils de Achille Hirsch & Co. This was located on Rue Léopold-Robert 94-96 in [[La Chaux-de-Fonds]] by [[1930]], though the company also operated its factory on Rue du Commerce 11-13. The company still used the Vigilant, Minimax, Apt, Metoda, and Starter brands as well, and specialized in export watches for the Americas, including Latin America, and the Far East.
The company still used the Vigilant, Minimax, Apt, Metoda, and Starter brands as well, and specialized in export watches for the Americas, including Latin America, and the Far East.  


Brands used in later years by Compagnie des Montres Invar included Amora, Anna, Aristocrat, Catedral, Dandy, Elyon/Immerfort, Grandmaster, La Vogue, Metoda, Nonesuch, Pathfinder, Reis, Stentor, Tontina, Ultonia, Uptown, Utmost, Velox, and Worthy. The company used a key or a stylized V (for Velox) as logos.
Brands used in later years by Compagnie des Montres Invar included Amora, Anna, Aristocrat, Catedral, Dandy, Elyon/Immerfort, Grandmaster, La Vogue, Metoda, Nonesuch, Pathfinder, Reis, Stentor, Tontina, Ultonia, Uptown, Utmost, Velox, and Worthy. The company used a key or a stylized V (for Velox) as logos.
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Compagnie des Montres Invar of [[La Chaux-de-Fonds]] was liquidated in [[1992]]. The company was then located at Rue du Grenier 24 with the administrator listed as Salomon Hirsch. It had been listed there since [[1985]], when it was managed by Simone Hirsch.
Compagnie des Montres Invar of [[La Chaux-de-Fonds]] was liquidated in [[1992]]. The company was then located at Rue du Grenier 24 with the administrator listed as Salomon Hirsch. It had been listed there since [[1985]], when it was managed by Simone Hirsch.
==External Links==
* [https://www.timewornwatches.co.uk/manufacturers/achille-hirsch/ Achille Hirsch at Time Worn Watches]
* [http://www.ordiecole.com/gen/hirsch/hirsch.html Nom: Hirsch]
* [https://commons.wikimedia.org/wiki/File:Juifs_de_La_Chaux-de-Fonds_-_Regards_sur_une_population.pdf Juifs de La Chaux-de-Fonds - Regards sur une population]


[[Category:Watch brands Switzerland]]
[[Category:Watch brands Switzerland]]
[[Category:La Chaux-de-Fonds]]
[[Category:La Chaux-de-Fonds]]

Revision as of 12:56, 8 August 2022

Achille Hirsch was a watchmaker in La Chaux-de-Fonds active from 1874 through the 1930s, and his descendants continued his legacy through the 1990s. The company produced watches using the Vigilant and Invar brands, later adopting these names for the company, and used the Cervine name after World War II. They were also closely associated with the Nouvelle Fabrique de Tavannes, which bore the Vigilant Watch brand name on the facade.

Achille Hirsch

Achille Hirsch was a watch merchant in La Chaux-de-Fonds, and it is claimed that he founded his first factory there in 1874.

By 1897 the company produced steel and electro-plated gold watches using the Vigilant brand and had just introduced a new watch under the Tosca name.

By 1900, Hirsch was focused on the exclusive sale of the Unicum brand pocket alarm clock and also sold watches with 6 different dials under the Vigilant, Tosca, and Normal brands. A new gold plated watch later that year was branded Corona, with Velox, Climax, Rugby, and Principal also used. By 1901, Hirsch aded the Omnibus brand as well.

By 1910 the company was known as Achille Hirsch & Fils as his sons joined management, and it was Fils de Achille Hirsch & Co. by 1916. It was also using the Montres Invar and Vigilant Watch Manufactory names by this time, along with Crêtets Watch Co. But this company was deleted from the register in 1926. In fact, the shares of Usines Fils de Achille Hirsch & Co. had been taken over by the Banque Cantonale Neuchâteloise and his descendants Jules, Jacques G., and Maurice Hirsch left the company.

Cervine SA

Achille Hirsch used the Vigilant brand as early as 1897 and the Invar name appeared by 1916. But the company struggled after 1926 and the descendants of Achille Hirsch left. Cervine SA was established in La Chaux-de-Fonds in 1930 by Jules, Jacques G., and Maurice Hirsch to reclaim the company's legacy. As an announcement in La Fédération Horlogère made it clear, Cervine SA was the new "Achille Hirsch" despite the change in naming.

Cervine specialized at first in chronographs, stopwatches, and high-precision watches. The firm used a leaping stag in an octagon as its logo. It seems that the new company was willing to produce any type of watch, with their 1932 ad specifying "cheap lines for export" and "call for anything you do not find elsewhere." In 1933 they offered a complete line of jump hour watches then in vogue. But Cervine struggled in the 1930s and faced bankruptcy in 1934.

The company was located at Promenade 2 in La Chaux-de-Fonds from 1930 through 1933 and Commerce 11-13 until 1960. The company moved to Commerce 15 after this.

In 1944, Cervine was claiming Vigilant (along with Metoda, La Vogue, and Ruby) as brand names.

Cervine was taken over in the 1950s by Jean Renevier, who eliminated the low-end product lines and focused the company on jeweled lever watches. One notable product from this period was the Ref. 7000, a compact automatic ladies watch.

Cervina SA remained in production through the 1960s, but by 1970 the Cervin and Cervine brands and assets were owned by Cie. des Montres Invar.

Nouvelle Fabrique de Tavannes

See Also: Nouvelle Fabrique de Tavannes

In 1900 the wealthy residents of Tavannes decided to build a new factory ("nouvelle fabrique") for lease to an industrious watchmaker. They had done the same a decade earlier with great success, resulting in the massive Tavannes Watch Co, and hoped to repeat this closer to the center of town. The factory was leased to Salomon Hirsch in 1901 and produced watches for Achille Hirsch. Indeed, it bore the "Vigilant Watch Manufactory" name across the facade! Salomon Hirsch purchased the factory in 1906 from the residents for 100,000 francs, minus 15,000 which had been committed to expand it.

The Nouvelle Fabrique de Tavannes would be a major site of production for Achille Hirsch through the war, and would remain connected with the company through a temporary post-war shutdown in 1920 until it was bankrupt in 1929.

Montres Invar

Compagnie des Montres Invar was registered by 1903, and Hirsch transferred ownership of some of his watch designs to this company that year.

By 1930 the company had been renamed Montres Invar. The company advertised itself as "Précision Chronométrique" ("Chronometric Precision") in stylish poster-style artwork produced by the Mettler company. It was still officially called Société Anonyme des Usines Fils de Achille Hirsch & Co. and was located on Rue Léopold-Robert 94-96 in La Chaux-de-Fonds. Montres Invar is named for the nickel-iron alloy of the same name, which was commonly used in balance wheels.

The company still used the Vigilant, Minimax, Apt, Metoda, and Starter brands as well, and specialized in export watches for the Americas, including Latin America, and the Far East.

Brands used in later years by Compagnie des Montres Invar included Amora, Anna, Aristocrat, Catedral, Dandy, Elyon/Immerfort, Grandmaster, La Vogue, Metoda, Nonesuch, Pathfinder, Reis, Stentor, Tontina, Ultonia, Uptown, Utmost, Velox, and Worthy. The company used a key or a stylized V (for Velox) as logos.

The company was located at Avenue Léopold-Robert 79 by 1970. Brands used then include Amora, Anna, Anona, Aristocrat, Aristocratic, Catedral, Cervin, Cervine, Cervus, Cleo, Dandy, Dimetron, Elyon, Ergane, Evergo, Everstrong, Everun, Gold Leaf, Grandmaster,

Compagnie des Montres Invar of La Chaux-de-Fonds was liquidated in 1992. The company was then located at Rue du Grenier 24 with the administrator listed as Salomon Hirsch. It had been listed there since 1985, when it was managed by Simone Hirsch.

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