12-02-2015, 11:18 AM
Hi,
I've recently been researching on the 37-690X and have a question concerning the validity of referring to it as a De Luxe model - a descriptor used by Philco in 1936/37 to refer to (some) models having the new automatic (rotary) tuning system.
In most Philco ads I've come across the 690X is referred to simply as the "Super High-Fidelity 37-690X", whereas the 675X and the 116X with automatic tuning are specifically called De Luxe models. This makes some sense, as the 690 was available ONLY with automatic tuning, whereas initially the 675 and 116 came either with or without automatic tuning - so use of De Luxe gave a way of distinguishing the 116 and 675 with automatic tuning from the 116 and 675 without it (i.e. with standard tuning).
A Philco brochure from the summer of 1936 refers to the 690X as a De Luxe model, along with the 116 and 675 (you can see this on oldradiozone's 37-690X page http://www.oldradiozone.com/new/PHILCO_3...XE_ad.html - I have this exact same leaflet and it matches what's on the site) .
A marketing brochure (booklet) from the same period omits De Luxe when referencing the 690.
http://www.tuberadioland.com/files/philc...hure_1.jpg
http://www.tuberadioland.com/files/philc...ure_2a.jpg
An automatic-tuning brochure from the spring of 1937 ("For Spring 1937 - Philco Automatic Tuning - Six New Models) showing the 116, 675, 690, 9,10 and 11 refers to only the 116 and 675 as De Luxe (the ones that were originally offered with either standard or automatic tuning). The 9,10,11,690 (the 9,10,11 were new) were available only with automatic tuning and the word De Luxe was not used in their descriptions. At about this time the 116X and 675X with standard tuning were discontinued - they appear to have been offered only as automatics going forwards, but they still retained De Luxe in their descriptions.
Most newspaper/magazine ads omit the De Luxe for the 690X, but again there are exceptions. I refer to the 690X as a De Luxe on my website
http://www.tuberadioland.com/philco37-690_main.html
but I did this before beginning to question its validity. Now I'm not sure!
Perhaps the naming got a little inconsistent at times. I do note that Ron omits De Luxe when referring to the 690X in the Gallery.
Opinions?
Paul
I've recently been researching on the 37-690X and have a question concerning the validity of referring to it as a De Luxe model - a descriptor used by Philco in 1936/37 to refer to (some) models having the new automatic (rotary) tuning system.
In most Philco ads I've come across the 690X is referred to simply as the "Super High-Fidelity 37-690X", whereas the 675X and the 116X with automatic tuning are specifically called De Luxe models. This makes some sense, as the 690 was available ONLY with automatic tuning, whereas initially the 675 and 116 came either with or without automatic tuning - so use of De Luxe gave a way of distinguishing the 116 and 675 with automatic tuning from the 116 and 675 without it (i.e. with standard tuning).
A Philco brochure from the summer of 1936 refers to the 690X as a De Luxe model, along with the 116 and 675 (you can see this on oldradiozone's 37-690X page http://www.oldradiozone.com/new/PHILCO_3...XE_ad.html - I have this exact same leaflet and it matches what's on the site) .
A marketing brochure (booklet) from the same period omits De Luxe when referencing the 690.
http://www.tuberadioland.com/files/philc...hure_1.jpg
http://www.tuberadioland.com/files/philc...ure_2a.jpg
An automatic-tuning brochure from the spring of 1937 ("For Spring 1937 - Philco Automatic Tuning - Six New Models) showing the 116, 675, 690, 9,10 and 11 refers to only the 116 and 675 as De Luxe (the ones that were originally offered with either standard or automatic tuning). The 9,10,11,690 (the 9,10,11 were new) were available only with automatic tuning and the word De Luxe was not used in their descriptions. At about this time the 116X and 675X with standard tuning were discontinued - they appear to have been offered only as automatics going forwards, but they still retained De Luxe in their descriptions.
Most newspaper/magazine ads omit the De Luxe for the 690X, but again there are exceptions. I refer to the 690X as a De Luxe on my website
http://www.tuberadioland.com/philco37-690_main.html
but I did this before beginning to question its validity. Now I'm not sure!
Perhaps the naming got a little inconsistent at times. I do note that Ron omits De Luxe when referring to the 690X in the Gallery.
Opinions?
Paul
![[-]](https://philcoradio.com/phorum/images/bootbb/collapse.png "[-]")
