Having gotten numerous requests in the past to talk about the history of Marvin,  I have finally decided to post it in a blog.  The Didisheim family (who started Marvin) had such a wide ranging impact on the history of horology for over a century that in my book, they deserve a special place among People and Watches here on our blog. I typically try to stay away from blogs of this length, but it’s really hard to squeeze 160 years of history into a couple of paragraphs. In other words, please bear with me. it’s worth it I promise

Marvin has been around since 1850 (although not named as such until 1941) so there’s a lot to talk about. To try and keep it as short as possible, let point to some of the most interesting historical Marvin “themes”.

The Didisheim Legacy
Marvin was created and managed by four consecutive generations of Didisheims. Originally from France (Marc was born 1820 and Emmanuel in 1827 both in Alsace), the family soon immigrated to Switzerland’s Jura region. In 1850 they establish a pocket watch manufacture in Saint-Imier. In 1891 the next generation takes over the reigns with Marc’s three sons, Henri-Albert, Edgar and Charles at the helm. In 1917, Henri-Albert’s three sons carry the torch. Marvin then starts making wristwatches. From inception, Marvin becomes a well respected technical innovator in horology. In 1918, Marvin is one of the largest manufactures in La Chaux-deFonds employing over 300 people. And in 1940, the founders’ great grandsons take the helm. Essentially, Marvin remained in Didisheim hands until the sale to M.S.R (a 1963 Swiss watch consortium) in the 1970s. Didisheims family members were also involved in producing Election, Lancet and Prima brand watches and also built movements for Rolex circa 1930s. That’s how prized Marvin engineering was already then.

Didisheim or Ditisheim?
Actually, both it seems. This large prolific family actually split off into the world of horology and had an impact on many more brands than just Marvin. Jacques Didisheim, also born in Alsace in 1850, also became a watchmaker. He first moves to Geneva, and in 1860 also starts his own manufacture in Saint-Imier. He calls his company “Juvénia” after his wife Juvénia Goldschmidt.  Jacques passed away in 1889 but his legacy lived on and Juvénia was bought out by Asia Commercial in 1988. Achille Ditisheim founded the Movado company in 1891. I’m not sure if Achille was part of the clan, but both Didisheim and Ditisheim names have always been associated with watch making through time.

Story has it that the Didisheim/Ditisheim split occurred due to an administrative error when one branch of the family went to register a birth in Switzerland shortly after their immigration to Switzerland in 1820. The two branches then separated and Michel Ditisheim, grandson of Vulcain’s founder, was eventually a co-owner of Marvin after the M.S.R acquisition. Michel was an active participant in the the negotiations for the purchase of Marvin by Cécile and Jean-Daniel Maye of Time Avenue SA in 2002.

The American Connection
In 1893, Hippolyte Didisheim (Marc’s son) sails to the US to present the Marvin line at the Chicago Universal Exhibition.Taking advantage of the existing market boom, he decides to stay put in New York. He registers a Marvin subsidiary and opens up a store on Nassau Street. With his brother Bernard, he starts selling movements and watches. Often, these are personalized pieces (of great value to modern collectors). Marvin’s American ties are established very early on and grow stronger over time. Eventually, the brand expands to South America. During WWI, Marvin pieces are extremely popular with military people (especially officers) due to their simplicity and reliability. Then in the mid-19th century, the family partners up with a wealthy American collector named Marvin. As part of the deal, the company changes name and adopts the now famous crown symbol as its logo.  From the 1940s on, the founder’s great grandsons Marc and Emmanuel take over the company and keep growing it. In its US heyday celebrities and politicians sought out Marvin watches. Marilyn Monroe was particularly fond of them.

Auto Racing
Part of that effort involves building partnerships with famous auto racing companies like Ferrari, Mercedes, Jaguar, MG, Chevrolet and Rover. At that time, numerous racing world celebrities are touting Marvins including pilots Ascari, Stirling Moss and Fangio. Pierre Didisheim and Fangio became good buddies in the process. They ended up racing together in the Jura region. It is during this period that Marvin comes up with its famous tyre watch, now a prized collection piece. Marvin’s racing connection continued through the ages. In 2009, famed rally racing legend Sébastien Loeb became the newest Marvin ambassador and started designing his own Marvin sports watch line.

Commercial Airlines
Marvin becomes associated with commercial aviation through partnerships with KLM (1955) and Air France. KLM Stewardesses and pilots wore the brand exclusively on their uniform lapels. It was a variation of the now famous tyre watch.

A Global Approach
Marvin started fairly avant-garde advertizing campaigns as far back as 1905. You can still see (even purchase!) many of the original print ads on eBay and at the Marvin Museum in Vaumarcus, Switzerland. As a truly international operation, Marvin ads can be seen in numerous languages including French, English, Italian, Spanish, German, and Japanese to name a few. Some of these are posted on the company’s Facebook Collectors page, while others can be seen on the Marvin Flickr gallery. Marvin was always very progressive in its business and distribution strategies. The company quickly developed an international network of subsidiaries and exclusive or multi-brand representatives. By 1950 (its centenary), Marvin was present in more than 60 countries on five continents on the planet. In 120 years, Marvin managed to sell 7 million watches worldwide.

Renaissance
By the 1970s, Marvin is present in over 70 countries. But at that time, the quartz crisis hits the mechanical watch making industry fast and furious. Marvin is no exception. As a result, Marvin decides to merge into M.S.R., a large multi-brand consortium. It becomes one of M.S.R’s leading brands (others included Vulcain, Revue Thommen, Phoenix and Buser) and at one point is operated under license by an Italian group.  Then, little by little, the brand slowly fades into “hibernation”.

Fast forward to 2002. Husband and wife Cécile and Jean-Daniel Maye live in Switzerland. With a marketing background, they are well established in the horology industry for 25 years and run a company called Time Avenue SA. Time Avenue also happens to own the worldwide licensing rights for Nina Ricci watches since 1999.  But now, seeking a new challenge, they want to fulfill a life-long dream: owning their very own brand. After significant research, they discover Marvin sitting idle under M.S.R, and promptly acquire the brand.

Cécile takes full control of all operations and strategy for Marvin as CEO and establishes its new headquarters at the Vaumarcus Castle sitting between the Lake and the vineyards. In 2007 Marvin is officially “reborn”. Marvin is now available in 20 countries. Its watches are immensely popular in Western Europe, Asia, and the Middle East. In 2010, Marvin adopts a new disruptive web strategy that includes a totally redesigned website, an active corporate blog, and an online store (e-shop) and is set to expand even wider into additional markets including France and the USA.