Everest was a brand name of road-racing model of Tsuchiya industry which was established in 1900. Around early 1970s when I have begun to ride a bicycle, Everest road-racing bicycle in the advertisement of New cycling magazine and Cycle sports magazine were quite different to other road-racing model. I used to feel that as if the advertisement and bicycle said that a beginner is not necessary.
Later the company quit producing bicycle, and became a car dealer which imported super car such as Ferrari or Maserati, under the name of "Tsuchiya trading". At here, I focus on the part of build-to-order bicycle such as Everest Record and Professional in the catalog in 1977.

This is the front cover. The condition is not good. However, the catalog which used black as a keynote is full of luxurious feeling.

This is the highest grade road-racing model Record which was equipped with Campagnolo Super-record group-set. It had an atmosphere of pure Italian road-racing bicycle. The catalog said that "Perfect refined works; we produce the bicycle with the newest technology and the production stance which disregarded cost".

This is the track-racer Professional for Keirin competition. The track-racing model of Everest was famous since prewar era. It was often called "Evarest" or "Eva".

This is the road-racer Professional.
Aside from Fiamme rims, this bicycle was composed of domestic parts. Most of the parts were first generation of Dure-ace. Only the chain-wheel was Sugino Mighty-victory.

This is the centerfold which explained about the several frame works. I could feel self-confidence and pride of Everest brand from the photographs and the brief sentence.

This is the back cover. The catalog was explaining about the specification in detail. Though the designs of brand name and company name of the bottom right were simple, both had luxurious feeling. I think the catalog was designed as an art work.

The price list was an offprint and had a luxurious front cover.

Here is a detailed price table of complete bicycles and optional frame works.
For example, the road-racer Record which was equipped with Campagnolo Super-record group-set was 600,000 yen.

This is the products list.
As for some of the models, several frame sizes were prepared. Those were sold with lower prices.

This is the color sample which is the tri-fold. The main color was metallic.