Dating chanel no 5
The first bottle produced in 1919, differed from the Chanel No. The original container had small, delicate, rounded shoulders and was sold only in Chanel boutiques to select clients.In 1924, when "Parfums Chanel" incorporated, the glass proved too thin to sustain shipping and distribution.The price point and container size were developed to appeal to a broader customer base.It represented an aspirational purchase, to appease the desire for a taste of exclusivity in those who found the cost of the larger bottle prohibitive.
In 1924, Chanel made an agreement with the Wertheimer brothers, Pierre and Paul, directors of the eminent perfume house Bourjois since 1917, creating a corporate entity, "Parfums Chanel." The Wertheimers agreed to provide full financing for production, marketing and distribution of Chanel No. The Wertheimers would receive a seventy percent share of the company, and Théophile Bader, founder of the Paris department store, Galeries Lafayette, would receive twenty percent.
Bader had been instrumental in brokering the business connection by introducing Chanel to Pierre Wertheimer at the Longchamps races in 1922.
World War II brought with it the Nazi seizure of all Jewish owned property and business enterprises, providing Chanel with the opportunity to gain the full monetary fortune generated by "Parfums Chanel" and its most profitable product, Chanel No. The directors of "Parfums Chanel," the Wertheimers, were Jewish, and Chanel used her position as an "Aryan" to petition German officials to legalize her right to sole ownership.
This is the point in time when the only significant design change took place.
The bottle was modified with square, faceted corners.The inaugural marketing was discreet and deliberately restricted.