Uhlmann's Eterno
| Uhlmann's Eterno |
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| Brand advertising |
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| Other documents |
| Trademarks |
Uhlmann's Eterno was founded in Milan by Emil Uhlmann in 1902 as a company dedicated to productions of rolled gold overlays for different objects, as also mechanical pencils. Although it was on the market from the 1900 beginnings, general opinion was that it entered fountain pen production around the first half of '20s, by marketing some safety or eyedropper filler had rubber pen, using parts imported by Germany.
But in fact the company activities in the fountain pens field originated in the '10s, because since 1912 Emil Uhlmann registered, as well as the Eterno trademark (Reg. Gen. N. 12335) also the Famos (Reg. Gen. N. 12938) and The Royal (Reg. Gen. N. 14896) trademarks containing explicit references to fountain pens. Since it is unreasonable to register a trademark for something that is not sold, this consent to attribute to Uhlmann's Eterno the title of the oldest Italian manufacturer.
The Uhlmann's Eterno initial production brand recalled very closely the Germans and Americans models of the same period. Their pens were engraved with the company name on the barrel, along with its the logo, consisting of a triangle with an eye on the inside. Even the nibs were marked with the words Uhlmann's Eterno on two lines interspersed by the same logo.
At the same time started to appear on the company catalogs firsts overlay models, which were good quality. They had both more simple engine turned pattern engraved with alternating smooth or satin, or more refined metal works with embossed floral motifs or with enamel decorations in different colors. Even these pens were marked with the name of the company, or just with the single word Eterno, sometimes accompanied by the logo.
In the early 30s the company changed its name in Industria Reclame L. Uhlmann moving the seat from Via Moscova 14 to Via Piave 7. During this period the company established itself in the production of objects and writing instruments customized for advertising purposes, promoted through illustrated catalogs. The range of customizable items was very extensive and included poor quality pens, probably coming from Germany. To these however was added a good quality production, marked Uhlmann's Eterno or only Eterno, with button filler celluloid Flat Top models, clear imitation of the Duofold.
In the second half of the '30s production was restyled according to the new trends, new pens were produced in ringed or marbled celluloid in different colors, known as Penne Lusso Extra in both round or faceted form with lever filler. To these pens were added some other plunger filler models in ringed transparent celluloid, very similar to Ancora Maxima.
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