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VV-370 / VE-370

RARITY: ¤¤¤   VALUE:  ¤¤ 

The VV-370 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-370 matched the design of the console-style VV-410, but in an upright cabinet configuration. It used the same design patterns on the cabinet, along with similar Queen Anne legs as was featured on the VV-410. Like the other Art Case models, the VV-370 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-370 was ended within a few months. 
All VV-370'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 370 was only available in mahogany.  The original 1924 selling price was $275.00, which equates to almost $4,200.00 in today's money.
Approximately 900 Victrola 370's were produced, all in 1924.  A total of 160 VE-370'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-370 continued to be listed in Victor's 1925 product catalog.  Due to the lack of sales, it is quite likely that many VV-370 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-370 to be S/N 548 and the latest to be S/N 1349

The earliest logged VE-370 survivor is S/N 532 and the latest is S/N 663

Do you own a Victrola VV-370? 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.