Watchpapers depicting the Thames Tunnel, c.1840s

Hand-coloured copper engravings, 58mm diameter. (Rickards Collection, Watchpaper 8)

The Thames Tunnel, from Wapping to Rotherhithe, was the World’s first sub-aqueous tunnel, begun in 1825 by the engineer Marc Brunel, but not completed until 1843, under the supervision of his son Isambard Kingdom Brunel. With a lavish opening ceremony in March 1843, the Thames Tunnel became an important sight for any visitor to London, with Queen Victoria making a visit in July 1843. Throughout the 1850s and 1860s it was host to traders during the day and also the site of several spectacular fairs, beginning in 1852. On a day-to-day basis, traders would have lined the tunnel and mainly sold souvenirs to the passing tourists. The Tunnel gradually lost its sense of glamour and was eventually sold to the East London Railway in 1865, and, to this day, London Transport uses the tunnel as part of its underground network of trains.

Tunnel souvenirs, like these commemorative watchpapers, introduced a new iconography of underground space to London’s populace, reproduced on a wide variety of other goods such as cups, plates, snuffboxes, posters and guidebooks. Typical representations of the Tunnel were of the construction process, shown in the lower watchpaper. Here a split-level view depicts a scene on the river rendered in perspective, while below it, an outsized cross-sectional view of the twin shafts shows the tunnel being built by the miners, rendered in blue and red. The top watchpaper includes a perspective view of the inside of the tunnel, its arches seemingly receding infinitely, their scale emphasised by the diminutive visitors. In the borders of both watchpapers are Tunnel statistics: in the upper one, explanatory text as to the location of the image; in the lower one, information on the cost of the project and the materials employed in its construction. These combination views of underground space – on the one hand, technological, on the other picturesque – would become commonplace as London developed its subterranean infrastructure of sewers, railways and subways from the 1860s onwards.

Watchpapers were small printed round paper inserts placed in pocket watches to protect their inner workings from rust. They were also employed by watchmakers as product labels, that is, as a way of advertising their wares. The use of this medium for advertising the Thames Tunnel demonstrates how the popular appeal of a particular sight might displace conventional forms of advertising. Although not an organised advertising campaign as we understand it today, the marketing of the Thames Tunnel nevertheless represents an early example of ‘total’ advertising, one that organizes itself around a particular spectacle in the city rather than an individual commodity.