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[[Image:UhlmannEterno-Overlay-Posted-2.jpg|thumb|An ''Uhlmann's Eterno'' [[overlay]].]]
[[Image:UhlmannEterno-Overlay-Posted-2.jpg|thumb|An ''Uhlmann's Eterno'' [[overlay]].]]
In the early 30s the company changed its name in ''Industria Reclame L. Uhlmann'' moving the seat from Via Moscova 14 to Via Piave 7. During this period the company established itself in the production of objects and writing instruments customized for advertising purposes, promoted through illustrated catalogs. The range of customizable items was very extensive and included poor quality pens, probably coming from Germany. To these however was added a good quality production, marked ''Uhlmann's Eterno'' or only ''Eterno'', with [[button filler]] celluloid ''[[Flat Top]]'' models, clear imitation of the [[Duofold]].
In the early 30s the company changed its name in ''Industria Reclame L. Uhlmann'' moving the seat from Via Moscova 14 to Via Piave 7. During this period the company established itself in the production of objects and writing instruments customized for advertising purposes, promoted through illustrated catalogs. The range of customizable items was very extensive and included poor quality pens, probably coming from Germany. To these however was added a good quality production, marked ''Uhlmann's Eterno'' or only ''Eterno'', with [[button filler]] celluloid ''[[Flat top]]'' models, clear imitation of the [[Duofold]].
In the second half of the '30s production was restyled according to the new trends, new pens were produced in ringed or marbled celluloid in different colors, known as ''Penne Lusso Extra'' in both round or faceted form with [[lever filler]]. To these pens were added some other [[plunger filler]] models in ringed transparent celluloid, very similar to [[Ancora]] [[Maxima]].
In the second half of the '30s production was restyled according to the new trends, new pens were produced in ringed or marbled celluloid in different colors, known as ''Penne Lusso Extra'' in both round or faceted form with [[lever filler]]. To these pens were added some other [[plunger filler]] models in ringed transparent celluloid, very similar to [[Ancora]] [[Maxima]].