1907 La Bicyclette Societe La Francaise
Modele pour Dame ‘Diamant’
21″ Frame
26″ Wheels
(Now sold)
As you can see from the open fork crown and early headbadge on this machine, this is an early 1900s example of the renowned Societe La Francaise marque, subsequently more commonly known as Francaise Diamant. The illustration below, shows a similar but earlier model (1898). This example is in good all-round condition, with wooden wheels and new pneumatic tyres.
1911 PARIS-BREST-PARIS RACE
Belle Epoque: The years between 1871 and 1914 represent one of the most fascinating periods in European history. During this time Europe was enjoying a period of interior peace, and a modern world began to emerge. Arts and sciences developed with an incomparable speed and intensity. A joy of life awoke in all social classes, and with that a desire for new, extraordinary, sensational things. People were seized by the feeling of a new start into better times and a sense of freedom and happiness prevailed.
History’s greatest transformation of art and poetry from traditional to modern occurred during the Belle Epoque. Art in every genre prospered like never before. In Paris, a recognizable artistic style emerged during this era where it appeared in numerous forms, most notably in posters advertising various goods and entertainment. Food, beverages, bicycles, and theatrical performances were but a few of the subjects of these now famous Parisian works.
Societe la Francaise was a major contendor in cycle racing at the turn of of the 20th century, and many cycles La Francaise Diamante were ridden to victory. In France, this was also the height of the Belle Epoque era, when French artists were commissioned to design bicycle posters, invariably featuring scantily-clad women to represent the ‘freedom of the road’ …bear in mind that cars and motorcycles had not yet taken over!
Though there are not many early La Francaise Diamant bicycles still in existence, the company is well known because of its wonderful heritage of posters. One of the most famous was created in 1901 to celebrate Maurice Garin riding a Francaise Diamant to victory in the 1200km Paris-Brest-Paris race (below). This race was sponsored by two top French newspapers, and Garin won the new professional category in a little over 52 hours. Henry Desgrange, one of the sponsors, was so impressed by the success of the race that he started the Tour de France two years later …and Maurice Garin won that too, again on a Francaise Diamant.
