Summary This paper explores the legacy of the great French experimental physicist Victor Regnault through the example of Gabriel Lippmann, whose engagement with electrical standardization during the early 1880s was guided by Regnault's methodological precept to measure ‘directly’. Lippmann's education reveals that the theoretical practice of ‘direct’ measurement entailed eliminating extraneous physical effects through the experimental design, rather than, like physicists in Britain and Germany, making numerical ‘corrections’ to measured values. It also provides, paradoxically, exemplars of the qualitative theoretical practices (...) that sustained Regnault's misguided ambition to avoid theory. By considering the largely negative reactions to Lippmann's proposals for selecting suitable electrical units and methods of measuring the ohm, this paper associates these theoretical practices with the ineffectual rhetorical strategies employed by Lippmann to promote his work, and thereby indicates that the practice of direct measurement was limited to French experimental physics. Whilst this result aligns readily with the existence of divergent nineteenth century British and German cultures of precision, it emerges from a very different disciplinary context in which the practice of precision electrical measurement developed independently of submarine telegraphy. This is because, as this paper illustrates, telegraphic engineering and experimental physics remained separate professions in France. (shrink)