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Leonetto CappielloOriginal Gouache Maquette by Cappiello for Longines C1911 - Rare1911
1911
$13,000
£9,653.17
€11,337.18
CA$18,086.63
A$20,249.81
CHF 10,617.64
MX$250,198.96
NOK 133,788.85
SEK 126,291.34
DKK 84,589.25
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About the Item
Longines, the esteemed Swiss watchmaker founded in 1832 in Saint-Imier, has long been synonymous with precision, elegance, and innovation. By the early 20th century, the brand had established itself as a leader in horology, known for its high-quality timepieces and pioneering advancements in watchmaking technology. In 1889, Longines introduced its iconic winged hourglass logo, which remains the oldest unchanged, active trademark registered with the World Intellectual Property Organization .(Wikipedia)
This particular image, created circa 1911 by the renowned Italian-French artist Leonetto Cappiello, masterfully encapsulates Longines' commitment to excellence. Cappiello, often hailed as the father of modern advertising, revolutionized poster design with his bold use of color, striking imagery, and simplified compositions that captured viewers' attention at a glance. (Wikipedia)
In this evocative image, Cappiello presents Chronos, the Greek personification of time, seated atop a cloud, adorned with wings, and holding a scythe and hourglass—traditional symbols of time's passage. Above his head, he supports an oversized Longines pocket watch, symbolizing the brand's mastery over time itself. The juxtaposition of mythological elements with the modern precision of Longines timepieces underscores the brand's timeless appeal and its harmonious blend of tradition and innovation.
This original gouache on paper measures 68 x 45.7 cm and is signed by Cappiello in the lower left corner. It stands as a testament to the golden age of poster art and the enduring legacy of both Longines and Cappiello. It is a true original piece of Cappiello's work in his hand. The artwork is matted and framed in a custom molded acrylic frame that beautifully showcases the original artwork by Cappiello.
- Creator:Leonetto Cappiello (1875 - 1942, French)
- Creation Year:1911
- Dimensions:Height: 27.25 in (69.22 cm)Width: 19.25 in (48.9 cm)
- Medium:
- Period:
- Condition:
- Gallery Location:Boca Raton, FL
- Reference Number:Seller: 143491stDibs: LU2560216550692
Leonetto Cappiello
Leonetto Cappiello was born in 1875 in Livorno, Italy, but took on the nationality of French in 1930. He first achieved fame as a caricaturist, then by inventing the modern poster and creating the first brand logos, including the green devil for Maurin Quina. A self-taught artist, he created his first paintings in 1886. In November of 1900, he signed his first contract with the publisher P. Vercasson, for whom he produced posters from 1902 to 1913. After World War I he joined the publisher Devambez, for whom he worked until 1936. In 1922, his poster sketches were exhibited at the Venice Biennial and the French Institut in New York. In 1928 his “Self Portrait” was ordered by the Uffizi Gallery in Florence, Italy. In 1936 he participated in the Milan Triennial and the Exhibition of the French Poster in Prague. After his death in 1942, Cappiello’s work was the subject of retrospectives at the Museum of Decorative Arts in Paris in 1947, the House of Culture in Livorno, Italy, in 1960 and the Grand Palais in Paris in 1981.
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