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Pierre Junod

Mickey Mouse Time

Quite soon after The Wall Street Crash, in 1929, Herman Kamen was recruited by Walt Disney to find new ways to promote Mickey Mouse merchandise. By 1932, he had hatched a plan with Ingersoll to produce a Mickey Mouse wrist watch which was launched at The Chicago Exposition entitled “A Century of Progress.” At the same time, queues of thousands lined up outside Macy’s Department Store in New York and within two years, over 2 1/2 million watches had been sold.

This not only saved the Ingersoll Watch Company from financial ruin but also established a new marketing phenomenon using cartoon characters (and later human celebrities) to decorate or endorse every day, household products. The relationship with Disney lasted for almost forty years and in 1957, after several design changes, the 25 millionth Mickey Mouse watch was presented to Walt Disney himself.

The Mickey Mouse watch was also the first novelty watch in the world and a year after its launch, a British version was introduced in 1934. It was virtually identical to its American counterpart but inscribed on the face “FOREIGN MADE” because it was manufactured in the U.S.A.Originally costing 15/- (75p), this is now a highly collectable, much sought after Continue reading →