Bourjois, an innovator in these products for the stage, developed the first dry rouge, an improvement over the grease laden face paint customarily used.

Cognizant of the Wertheimer’s proven expertise in commerce, their familiarity with the American marketplace, and resources of capital, Chanel felt a business alliance with them would be fortuitous.

Théophile Bader, founder of the Paris department store, Galeries Lafayette, had been instrumental in brokering the business connection by introducing Pierre Wertheimer to Chanel at the Longchamp races in 1922.

For a seventy percent share of the company, the Wertheimers agreed to provide full financing for production, marketing and distribution of Chanel No.

Prior to fleeing France for New York in 1940, they had legally turned control of “Parfums Chanel” over to a Christian, French business man and industrialist Félix Amiot.

[11][12] In October 1910, Pierre Wertheimer married Germaine Revel (1888-1975), a daughter of a stockbroker and a member of the Lazard family of investment bankers.

The Wertheimer/Head association in racing still continues through family members (Freddy Head was trainer of Goldikova, a 3-time Breeders' Cup Mile winner).

Selected Group One race wins: After his death, his widow remained as an owner of prominent horses such as Riverman and Lyphard.