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106
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LA VACHE QUI RIT " ON SALE HERE " - c.1930
See original version (French)
106
-
LA VACHE QUI RIT " ON SALE HERE " - c.1930
See original version (French)
Estimate €8,000 - €15,000
Voluntary lot
Description
LA VACHE QUI RIT " ON SALE HERE " - c.1930
"After Benjamin RABIER
Rare original double-sided enamelled advertising plaque with square return. 53 x 49 cm. "Émaillerie Alsacienne de Strasbourg".
Exceptional state of conservation - rare for this model.
The reds, perfectly preserved, retain all their intensity, and all the colours remain deep, fresh and particularly luminous. The enamel has a remarkable brilliance on both sides, both of which are superbly preserved.
It is extremely rare to see an example in such a fresh state on the market, and this plate has clearly never been exhibited.
The story begins in Orgelet in the Jura, where Jules Bel set up as a master refiner at the age of 23 (1865).
He was only 55 when, in 1897, he handed the business over to his two sons, Henri and Léon, aged 29 and 19 respectively.
The company then became "Bel Frères".
In 1897, the company moved to Lons-le-Saunier, taking advantage of its proximity to the railway line and the Montmorot saltworks.
Henri left the company in 1908, and the name was changed to "Léon Bel, Gruyère en gros".
On 16 April 1921, Léon Bel registered the trademark La Vache qui rit. He drew inspiration from the RVF B70 badge to design a cow with a hilarious expression, later to be indelibly stamped by Benjamin Rabier.
Jura/Bourgogne-Franche-Comté
See original version (French)
Auto-translation. Refer to original language for legal validity.
Pictures modified on 05/18/2026 at 11:40 PM
Pictures credits: Contact the Auction House
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