1924 Cycles J.B. Louvet Racing Team “Palmarès” Poster

Cycles J.B. Louvet – 1924 Team Results

Beautiful original French advertising poster celebrating the 1924 racing season of the Cycles J.B. Louvet team. The design reads like a giant honor roll of victories. At the top, bold red and green lettering announces “Cycles J.B. Louvet, Palmarès de 1924,” followed by two columns of results, one for road races, one for track.

A red and green braided border frames the poster, echoing the Louvet team colors. Six monochrome rider portraits sit in round medallions around the results panel, each in a J.B. Louvet jersey: Hector Martin and Marcel Godard on the left, Marcel Colleu and Georges Detreille on the right, Théo Wynsdau at the lower left, and Van de Casteele at the lower right. At the bottom, a proud slogan declares that Cycles J.B. Louvet remains independent of any consortium, emphasizing that the firm remained an independent bicycle maker.

Founded by former racer Jean Baptiste Louvet in 1903, J.B. Louvet was a prominent French bicycle maker based near Paris. The firm built quality road and track machines and quickly invested in racing as its main form of advertising. For decades, the professional J.B. Louvet team was a fixture of European cycling, with its green jerseys and red band seen in the Tour de France, on the road classics, and on the great velodromes. This poster captures the moment when Louvet could boast a full season of top results across both road and track, proof that its bicycles were winning at the highest level.

The central “Sur Route” section of the poster lists classic point to point races of the day, including Paris–Bruxelles, Paris–Longwy, Paris–Arras, Paris–Ménin, Paris–Calais, Paris–Nancy and Bruxelles–Paris, together with the Belgian National Championship for independent riders, and attributes first place or leading French rider status to these Louvet professionals.

The “Sur Piste” block at the bottom centre highlights three major track achievements tied to the Louvet name: Bol d’Or, a prestigious 24-hour paced track race, Grand Prix de Paris (vitesse), and Championnat du Monde (vitesse). The poster not only celebrates the house team’s road wins but also associates the Louvet name with the era’s most famous endurance and sprint specialists.

This piece is both a season results sheet and a powerful piece of brand advertising, using the 1924 victories of the Louvet professionals, along with the fame of track stars like Oscar Egg, Maurice Schilles, and Piet Moeskops, to promote J.B. Louvet bicycles as race-proven machines at the highest level of European cycling.

This poster has been archivally and professionally linen-backed.

Virtually all original vintage posters of this era were viewed as temporary advertising and were printed on fragile, thin paper. While expensive, linen backing is a conservation method used to mount, stabilize, preserve, and protect vintage posters, allowing them to be displayed or framed without compromising their value.

This poster is an original first printing, not a reproduction.

Year: 1924
Artist: N/A
Printer: Gaillard, Paris

Size: 59.5 x 81 cm (23 ¼  x 32  inches)

Posters are sold unframed. Framed images are display ideas only.

This is a one-of-a-kind item; please review the photos carefully to determine the condition.

This item is listed on multiple platforms, and availability is subject to prior sale elsewhere.