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Victor Period Models "Sheraton"

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Some Background on "Period" Victrolas

Period Victrolas were semi-custom models featuring Victor's best designs, veneers and craftsmanship. These expensive, special-order phonographs were first introduced as upright-only styles in the spring of 1917, and were continued through 1924. Production volumes were very limited. Manufacture of these models was totally curtailed during World War I (mid-1917 through the end of 1918), and when they were re-introduced in 1919, virtually all phonograph makers had launched their own upscale products, and the Period Models became less exclusive and appealing to the buying public.

Period Victrolas used names of period furniture designers or styles, typically dating from the 18th and 19th centuries, along with a designator number to indicate slight variations in design. For example, the "Adam" Period Victrolas (named after architect James Adam) were originally sold in 6 design variations, starting with "Adam No. 0" through "Adam No. 5". The serial numbers (each variation was serialized independently) always started at 501.  Some variations were discontinued or changed during the production run. In 1920, Victor introduced horizontal console-style Period Victrolas as an addition to the upright Period product line, with similar nomenclature. The console models are much larger overall, with a squared-off "boxy" design which was not very popular. Console model variations are typically designed as a "Type 500" or "501" on the dataplate. As with the standard Victrola models, Period Victrolas were produced in both hand-wound and electric (VE) versions. Prices ranged from $300 to well over $1200 depending on finish and model. It is estimated that no more than 50 of each unique design variation (e.g. Adam No. 0) were produced; based on the serial numbers of surviving examples, actual production was probably less than 25 of each variation. It is also possible that some of the variations which appeared in the catalogs were never put into production. Period Models are amongst the rarest Victrolas; however, the simpler examples will not typically command top prices, as they are often very similar in design to standard production models.

These pricey Victrolas did not sell well, and were highly discounted in the mid-1920's. Many were shipped from dealer-to-dealer for short-term display purposes, and ended-up being sold as "used" machines. Surviving documentation implies that most were actually sold when prices were cut in half during the summer of 1925.

The Sheraton models took their design cues from Thomas Sheraton, a famous 18th century British furniture designer.  Most were produced in mahogany, some with inlays of amboyna wood. Other variations had an ivory background with hand- painted decorations. Sheraton models are typically characterized by straight lines and inlaid designs. At least 4 different variations were produced in upright configurations (Sheraton No. 0 through Sheraton No. 3), ranging in price from $375.00 to $650.00. At least two variations were also produced in the console style, denoted as "Sheraton 500" and "Sheraton 501". The "500" used diagonal wood veneers, as seen in the example on the left, and sold new for $1200.00 in spring-wind and $1265.00 for electric (VE). The "501" had a decorated white ivory finish, and sold new for $1,000.00 in spring wind and $1065.00 with an electric motor.

The survival database currently shows no existing "Sheraton" upright models, and 5 exisiting console-style models.

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