Robert Bosch released its first advertisement in 1887, a year after the foundation of his company, in the Stuttgart newspaper “Der Beobachter” to acquire new customers for his workshop in Rotebühlstrasse 75 B. When the company experienced rapid growth following the development of the magneto ignition for the car, the successful new product became the central focus of the adverts. The adverts became legendary on account of the “Bosch devil”. In all probability, the roots of this image can be traced back to a portrait by Julius Klinger in 1910 of the Belgian racing-driver Camille Jenatzy, who was also known as the “red devil” because of his outfit, which included a long, red cape and cap.

This advertising collection also features advertisements created by Lucian Bernhard, such as those for the Bosch spark plugs or the Bosch lamp, which are still impressive to this day. The collection is rounded off by a wide range of Bosch metal signs. In total, the advertising collection comprises approx. 1,300 posters, advertisements and metal signs from all eras of the company history.

Poster for spark plugs by Lucian Bernhard, 1914