?Final Price Realized includes Buyer’s Premium added to Hammer Price
Estimate: $ 1,500 - $ 2,000
E. THÉLEM (ERNEST BARTHÉLEMY LEM, 1869-1930) CYCLES PEUGEOT. Circa 1897. 59x43 1/4 inches, 150x110 cm. G. Elleume, Paris. Condition A: minor tears at edges. Mounted on Japan. The Peugeot family began their rise to industrial power with the discovery of iron in the Doubs Valley, in the east of France. Initially producing tools, in 1885, they began manufacturing bicycles, then moved on to motorcycles, and eventually to automobiles. This poster clearly positions Peugeot as the brand of aristocrats and the well-to-do. Here, on the immaculate grounds of a stately home, women are engaged in a game of lawn tennis. A dashing young man on his motorcycle attracts one of the women to leave the game and flirt. Associating wealth, style, status and sex appeal with motorcycles is a powerful advertising concept that thrives through the present day. Tennis p. 39, Gold 75, L'Affiche Tennis (37).
