VV-360 / VE-360
The VV-360
was one of three short-lived "Art Case" upright Victrolas that were introduced
in the fall of 1924, just in time for the Christmas selling season. These
models, the VV-350, VV-360 and VV-370
were concurrently launched at a time when phonograph sales were approaching an
all-time low. Radio was the big seller that year, and Victor became increasingly
desperate to launch some new products to spur sales.
The VV-360 matched the design of the console-style VV-405, but in an upright cabinet configuration. It used the same
inlaid veneer patterns on the front doors, along with similar leg designs as was
featured on the VV-405. Like the other Art Case models, the VV-360 was intended
to provide a premium choice for affluent buyers who preferred an upright
Victrola to the newer flat-top consoles. However, retail sales for any type of
Victrola were practically non-existent in late 1924, and production of the
VV-360 was ended within a few months.
All VV-360's have identical features, including gold plated hardware, an
air-support lid, and a 4-spring motor. It was also configured to play Victor's
"proposed" new, long-playing 14" records, which never became a reality. The 360
was only available in walnut. The original 1924 selling price was $235.00,
which equates to almost $4,700.00 in today's money.
Factory data indicated that only 285 Victrola 360's were produced, all in 1924.
However, based on the serial numbers of surviving examples, it appears that at least 1,250 were
made. Approximately 180 VE-360's (electric powered) models were also produced.
The electric motor option added $40.00 to the price.
As was the case for most Victrolas made in 1924, the VV-360 continued to be listed
in Victor's 1925 product catalog. Due to the lack of sales, it is quite likely that
many VV-360 models were sold during Victor's well-advertised
"half-price" sale during the summer of 1925. For more information on Victor's
financial crisis of 1924-1925 and the overproduction of phonographs, please
click
here.
The survival database currently shows the earliest existent VV-360 to be S/N 511 and the latest to be S/N 1737. No surviving VE-360 models have been logged to date.
Do you own a Victrola VV-360? Please take a moment and enter some basic information about your machine into the collector's database by clicking here. No personal information is required.