Sonderausstellung
“Roaring Twenties” – The Transformative Work of the Second Generation of Manufacturers
13.09.2020 – 15.11.2020
The second generation of manufacturers
For generations, “Hohner” has been a name with resonance, and not only among harmonica enthusiasts around the world.
Between the legendary company founder Matthias Hohner and his widely celebrated grandson Ernst Hohner stands the somewhat forgotten second generation: Jacob (1861–1946), the commercial councillor; Matthias junior (1863–1929) and Andreas (1864–1926), both technical directors; Hans (1870–1927), the driving force behind and head of the New York branch; and Will (1879–1933), commercial director and the youngest of the 13 siblings.
These five sons were the men who truly created the global company Matth. Hohner AG.
Expansion into the dominant industrial enterprise
On the one hand, the sons continued along the traditional path established by their father, who had developed the company from a one-man workshop into the world’s largest harmonica manufacturer. On the other, after taking over the business in September 1900, they expanded it with extraordinary energy into the dominant large-scale enterprise in the harmonica industry.
Key measures and achievements:
1902–1925: expansion of the factory complex with brick buildings and later enormous reinforced-concrete production facilities
1903: launch of accordion production
1906–1929: acquisition of renowned manufacturers, culminating in the takeover of the world’s largest competitor, And’s Koch AG
1909: establishment of the family-owned joint-stock company
1920s: the harmonica boom in the United States, fuelled by Hohner marketing, generated millions of dollars in revenue.
Through its tax contributions—and in its own well-understood interests—the Hohner company supported infrastructure at its main location in Trossingen, Württemberg. This development culminated in 1927, when the town was granted municipal status at the manufacturers’ urging.
Family ties
The exhibition traced these lines of development and examined relationships within the family dynasty. The transition from the second to the third generation proved easier than might have been expected. Nor were the eight Hohner daughters overlooked. Brigitte Hohner, who married into the Dorner family, was considered in particular because her son and grandson held senior positions in the company as representatives of the third and fourth generations.
The new architecture of the 1920s
Modern architecture of the 1920s left a remarkable variety of traces in the small town of Trossingen—unusual for Germany. The outstanding example is the new Friedensschule school building of 1923/24, highly modern for its time. The prosperity of Hohner AG made the building boom of the 1920s possible.
The “Roaring Twenties”
The harmonica industry truly experienced its own “Roaring Twenties”, particularly in the United States. Numerous exhibits documented Hohner USA’s ingenious advertising campaigns, which even made use of radio and film.
Many of the objects in the exhibition were being shown to the public for the first time.
Accompanying programme
A varied programme accompanied the exhibition. Puzzle enthusiasts could follow the traces of the 1920s through Trossingen in a picture-search game and win valuable prizes.
Town tours following the history of the second generation of manufacturers were offered on Friday 16 October at 6 p.m., Friday 23 October at 5 p.m., Sunday 8 November at 2 p.m. and Sunday 15 November at 2 p.m.
Registration was not compulsory, but was strongly recommended because of the coronavirus protection measures then in force. Guided tours of the special exhibition could also be booked.
The concluding event, organised with the adult education centre, took place on Monday 16 November at 7 p.m.: a lecture by Professor Walter Mühlhausen entitled “The Golden Twenties – A Deceptive Appearance”.
Images from the special exhibition
Historical images from the special exhibition.
