191 - VACHE QUI RIT - c.1930

VACHE QUI RIT - c.1930 Rare, original, domed enamel advertising sign. This is the smaller version, 27.8 cm in diameter. “Émaillerie Alsacienne de Strasbourg” Signed “after Benjamin Rabier” In very fine condition— preserved in superb condition. The colors are strikingly vivid, enhanced by a brilliant mirror-like sheen. Notably, the piece still has its four original brass eyelets at the mounting holes. The condition is first-rate; there are only slight signs of wear on the outer edge, limited to minor chips and tiny traces of normal oxidation along the rim, which in no way detract from the superb central design. - A magnificent specimen - The story begins in Orgelet in the Jura region, where Jules Bel settled at the age of 23 (1865) as a master refiner. He was only 55 years old when, in 1897, he handed the business over to his two sons, Henri and Léon, who were 29 and 19 years old, respectively. The company then became “Bel Frères.” In 1897, the company moved to Lons-le-Saunier, taking advantage of its proximity to the railroad line and the Montmorot saltworks. Henri left the company in 1908, and the firm then took the name “Léon Bel, Gruyère Wholesale.” On April 16, 1921, Léon Bel registered the “La Vache qui rit” trademark. He drew inspiration from the RVF B70 emblem to design a cow with a cheerful expression. Later, Benjamin Rabier would leave his indelible mark on the company. Jura/Bourgogne-Franche-Comté