Conway Stewart
The birth of Conway Stewart is traced back to 1905. The company entered the British market that already saw the presence of several local producers, and owes its success to a clear market choice: to produce reliable products at a small price, which would reach a more wide public. Although the company has never distinguished itself for technological innovations, its pens were good, reliable and reasonably priced, so they had a great success, and their most preminent characteristic was the enormous variety of colors in which they were produced.
But the traditional lack of attention for technical innovations and market positioning on the economic production was also the cause of the decline of the company, which was not able to adapt to the advent of the ballpoint pen. With the diffusion of economic disposable ballpoint pens, Conway Stewart fountain pens become too expensive to be used as cheap writing tools, but beeing positioned on the economic side of the market they cannot be also used ad objects of distinction. So the company suffered an inexorable decline and in 1975 was closed. As happened with many other historical brands, Conway Stewart was resurrected in 1998 to exploit the prestige of their trademark in the production of modern pens.
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History
Conway Stewart was founded in 1905 in London by Frank Jarvis and Thomas Howard Garner with headquarters staff at 13 Paternoster Row. The origins of the name are not so clear, the most common version tells that it was inspired by the names of two actors that recited at the Collins Music Hall in Islington, and adopted for commercial reasons (it seems it sounds better than Jarvis Garner).
The company started its business marketing, in 1906, american pens named Self Filling and Self Cleaning Post; the same year Stanley Jarvis, brother of Frank, joined the company. In 1909 the company was incorporated as Conway Stewart & Co. Ltd. The initial production, on which there is very little information, was made by eyedropper hard rubber pens, produced in the plant site of Upper Thames Street, in London.
Despite the presence on the market of already well established companies like Onoto and Swan, and in the absence of specific skills in the technological innovation field, Jarvis and Garner proved to have good business skills, and identified for the best the market positioning of their company. They concentrated into the mass production of a reliable product sold at a lower cost than competitors, in order to meet the growing demand and enlarge the market, a position that will not change in the history of Conway Stewart.
In 1919 the first lever filler and safety models were introduced, the following year the brand The Conway Stewart was officially registered (with the number 407502). In 1922 new models were introduced, including the Dinkie,[1] which will become the most famous product of the company (so that the name became a registered trademark in 1924). The Dinkie was a small and functional pen, which was produced in different versions for over 40 years. In 1924 Conway Stewart was the first British company to sell celluloid pens,[2] The use of celluloid, for the variety and richness of the colors they used, is one of the distinguishing features of this brand.
The classification of Conway Stewart models is extremely complex, although since the '20s the company started using names, all the pens were still identified by a number and sometimes only by that. In the '20s the top model (which will remain so for two decades) was the Duro, a large pen, then there was the small and functional Dinkie, and the economic Universal. Other models made in the same period were the Pixie and the Dandie.
After the first years almost the entire production of Conway Stewart were lever filler pens, but in 1927 the company also produced some button filler models that sells at the same price of the lever filler ones, which remained the most diffused. Until the late '20s pens had the conventional flattop shape with cylindrical body and flat ends, while the cap had an hard rubber head. The pens were produced with or without cap rings according to their price level. Initially, the clip was fixed on one side of the cap and had a ball tip.
The company passed the great financial crisis of 1929 without too many problems; profits decreased for the sales decrease, but having concentrated its production on economic pens helped to overcome the worst phase of the crisis, just in 1934 Conway Stewart was again making rising profits. In 1935 the Conway Stewart & Co. Ltd was voluntarily closed to create a new company listed on the London Stock Exchange.
The Conway Stewart production was still characterized by the colors used in their celluloid pens. Apart from the classic black the company began to sell a wide variety of colored pens, well beyond the classic marbled colors typical of other companies. Even though there are no official names, some names have become standard between collectors, like the Tiger eye, the Cross hatch, the Herringbone or the most famous Cracked ice (black with thin white veins), which was introduced in 1934.
In this period Conway Stewart fountain pens were produced with different style, following the trend of streamlined pens popular overseas. In 1932 a new washer clip was introduced, very similar to the Duofold one, that was locked on the cap by an hard rubber head. In 1935 a new clip with a diamond shaped tip was introduced, that became a characteristics of Conway Steward pens for all the following years.
In 1940, following Vacumatic success, a model with a transparent section to control ink level was offered, but because the war it was not a great success. During the same year were also introduced piston filler models added to the traditional lever filler and button filler ones. Despite the heavy bombing the Conway Stewart factory remained almost miraculously unharmed and at the end of the war the company was immediately capable to resume production.
After the war the new models from Conway Stewart were built with a more streamlined shape and in a huge variety of colors, a characteristic that this will become one of the distinguishing marks of the company. The new models had a new clip, it was always a washer clip with a diamond shaped tip, but it was locked in place by click button similar Jewel of Vacumatic. At that time were also produced some pens for export (mainly addressed to the Benelux market) under the brand Le Tigre.
After the war all the models were identified only by code numbers, with the exception of the Dinkie that continued to use this name. Unfortunately this does not allow any simplification of the classification of Conway Stewart pens, because the choice of these code numbers never followed any sequence or any chronological or logical order, and also they often used different codes depending on the destination of the pen (as if it was intended for the export or not). In 1949 the 58 was launched as the top model, who was replaced in that role the following year by the 60.
A metà degli anni '50 la Conway Stewart era all'apice del suo successo. Nel 1954 l'azienda introdusse il prestigioso modello 100, una penna di grandi dimensioni. In questo periodo iniziarono ad apparire sul mercato le prime penne a sfera, che come negli Stati Uniti erano costose e inaffidabili, ma l'azienda continuò ad ignorare la novità e questo atteggiamento tradizionalista le fu fatale. L'azienda entrò in ritardo anche nell'uso dei nuovi materiali plastici (introdotti soltanto nel 1957) e non seguì mai le nuove tendenze stilistiche delle penne a pennino coperto lanciate dalla Parker 51.
L'azienda continuò a mantenere la sua politica di produrre stilografiche di buona qualità ad un prezzo modico facendo ricorso a metodi tradizionali e ben consolidati, ma se nella prima metà degli anni '50 una penna a levetta con pennino e cappuccio a vite era soltanto un po' fuori moda, ma perfettamente funzionale, nella seconda metà degli anni '50 e negli anni successivi diventò sempre più arretrata ed incapace di trovare un suo spazio sul mercato, di fronte a penne a sfera usa e getta dai prezzi molto più bassi, contro le quali l'azienda non era in grado di competere, e l'impossibilità di caratterizzare le sue stilografiche, pur sempre degli oggetti economici, come un oggetto distintivo o di moda.
Nonostante alcuni tentativi di rilancio, e la produzione di alcune penne a sfera, il passaggio al caricamento a cartuccia e la produzione di alcuni esemplari economici a pennino coperto, il declino proseguì inesorabile per tutti gli anni '60, fino alla definitiva chiusura della società, avvenuta per fallimento, a seguito di un ordine dell'Alta Corte di giustizia datato 21 giugno 1975.
Template:CronoMarche |- | 1905 || Frank Jarvis e Thomas Howard Garner danno vita alla Conway Stewart |- | 1909 || La Conway Stewart viene fondata come società a responsabilità limitata |- | 1919 || Vengono introdotti modelli con caricamento a levetta e safety |- | 1920 || Viene registrato ufficialmente il marchio The Conway Stewart |- | 1920 || Viene introdotto il modello Duro |- | 1922 || Vengono introdotti i modelli Dinkie, Pixie e Universal |- | 1924 || Viene introdotto il modello Dandy |- | 1924 || Depositati i marchi Dinkie e Duropoint |- | 1924 || Vengono introdotti i primi modelli in celluloide colorata (o 1920?) |- | 1927 || Viene brevettato ed immesso sul mercato un caricamento a pulsante di fondo |- | 1933 || Vengono introdotti i modelli Scribe e International |- | 1934 || Viene introdotta la celluloide Cracked Ice |- | 1935 || La Conway Stewart si ristruttura diventando società per azioni |- | 1935 || Introdotto il fermaglio a forma di punta di diamante |- | 1949 || Viene introdotto il modello 58 |- | 1950 || Viene introdotto il modello 60 |- | 1954 || Viene introdotto il modello Conway Stewart 100 |- | 1955 || Viene introdotto il modello 22 Floral |- | 1955 || Viene introdotta la celluloide Herringbone |- | 1957 || Cessa la produzione in celluloide passando alla plastica a stampo |- | 1957 || Viene introdotta la prima penna a sfera |- | 1975 || La Conway Stewart fallisce e viene chiusa |- |}
Template:LegendaModelli |- | Dinkie || 1922 ? || XX, ? |- |}
Note
Riferimenti esterni
- http://www.ftic.info/Donahaye/ConwayStewart/ Sito di un appassionato, una mole di informazioni impressionante
- http://conway-stewart.old-pens.co.uk/index.htm Altro sito di un appassionato, altra mole di informazioni
- http://en.wikipedia.org/wiki/Conway_stewart La Conway Stewart su Wikipedia
- http://www.conwaystewart.com/ Sito ufficiale, qualche informazione storica, ma molto agiografica
- http://www.csvpens.co.uk/page5.html Articolo sulla storia dell'azienda, interessante
- http://www.rickconner.net/penspotters/conway.old.html Articolo di Penspotters
- http://conwaystewartpens.co.uk/ Sito di un rivenditore di Conway Stewart d'epoca, contiene anche qualche informazione storica
- http://www.mvburke.com/history.htm Articolo sulla storia della Conway Stewart