About the Company
Norelco was Philips' North American export brand for consumer reel-to-reel tape recorders from roughly 1959 to the mid-1960s, primarily tube-based portables and home decks sold alongside the introduction of compact cassettes.
Brand relationship to Philips
Due to trademark conflicts with U.S. firm Philco, Philips marketed its audio products in North America under Norelco (from North Electric Company, an early Philips partner), including open-reel recorders built in the Netherlands for 110-120V markets.
This dual-branding was common for European firms entering the U.S., with Norelco handling consumer tape gear while Philips focused on Europe.
Key models and designs
Early Norelco reel-to-reels used vacuum-tube electronics, such as the Continental 400 Stereo (c.1959–1964, $399 equivalent), a dual-speed (3¾/7½ ips) half-track stereo deck with built-in amp/speakers for home use.
Specialized portables like the EL3581/15 dictation recorder (1950s, rim-drive, 3-inch cartridge-loaded reels) and Continental 101 (1963, first paired with cassette launch) emphasized quick-load convenience over hi-fi performance.
Production scope and transition
Norelco/Philips output focused on consumer-grade mono/stereo decks (2- or 4-track, quarter-inch tape, small 3–7 inch reels), not studio machines, competing with Viking and early Sony imports.
Activity peaked 1959–1964 alongside Philips' cassette debut (EL 3586 as Norelco Continental 101); by 1970 Philips emphasized cassettes and video (e.g., EL 3400, world's first domestic 1-inch VTR), phasing out branded open-reel consumer decks.
Historical role
Norelco bridged Philips' European tube RTR designs to U.S. consumers during the format's portable boom, but its short run reflects the rapid cassette takeover; surviving units are collectible for rarity and early cartridge innovations rather than audiophile reference quality.