1917 Gruen Blue Book

4
ONLY FIXED RETAIL PRICES GIVEN
22
lan
Feb
.1 1 2| 3! 41 5 6
7 8 910 11 1213
1415 16 17 18 1920
21 22,23 24 25 26 27
28 29,30 31
8 910
5 6
11 121314 15 1617
18 19 20 2122.23.24
25.26 27128,.. . . ..
.. . . . . . . 1 2 3
41 5! 61 7 81 910
11 12 1314151617
18 19 20 21 22 23 24
25.26 27 28,29.3031
Apr
il 2
8! 9
1516
22 23
May'29 30
4 5 6 7
1112 1314
18192021
25126,27 28
21 3; 4 5
9 1011 12
6! 7
1314 15 16 17 1819
22 23 24 2526
27 2829,30 31 -----. . . . . . ..,..1 1 2
3 4 5 6 7 8 9
10 1112 13 141516
1718119 20 2122 23
24 25 26 27 28 2930
20 21
3
1 21 3| 4| 5 6 7
8 9.10 11 1213 14
15 16 17 1819:20 21
22 23 24 25 26 27 28
29 301.31 . .
. . ! . . . . II 21 3' 4
5! 6 7 8! 91011
12113 14 1511617 18
19 20 21 22 23 24 25
26(27 28 29 3031 ..
.... 1
21 3 4 5 6 ! 7 8
9; 10 11 12 13 14 15
161718 19 20 21 22
23 24 25 26127 28 29
3 0 ..
. . 11 2 3| 4[ 5 6
71 8 9 10 1111213
1415 16 17 18 19 20
2122 23 24 25 26 27
28 2930 311..
4 5 6 7 8 9
111213 14 15 16
18 19.20 21 22 23
25 26 27,28,29 30
2 31 4 5 6 7
9 10 11 1213114
16 17 1819 20 21 22
23 24 25 26 27,28,29
30 31.........j..
T h e word “ Verithin” is widely advertised
and copyrighted by us—therefore when a
very thin watch is asked for, it means a Gruen.
T h is is “ Tim e H i l l ” in C in c in n a ti—th e 'new
A m erica n H om e, service p la n t a n d case fa cto ry
o f the
Gruen Watch Mfg. Co.
*‘ M a k ers o f th e fam ous
G ru en W atches since 1874 ”
In this establishment are produced the hand-wrought cases
for the G R U E N watch movements which are made in the
Swiss plant. Here these fine movements receive their final
adjustments, are then inserted, and timed to positions,
each in its case—thereby insuring the greatest accuracy
before final distribution over the country.
M ain W a t c h F a c t o r y P la n t:
M A D R E -B IE L, S W IT Z E R L A N D
C a n adian B r a n ch :
TORONTO, C AN AD A
D u p lic a te p a ris m lw a y s on han d .
P r o d u c t s d is trib u te d b y th e S a le s Cp. d ir e c t
th ru a b o u t 1200 a g e n c y je w e le r s
THE D. GRUEN, SONS & CO.
C IN C IN N A T I, U . S. A .
The W h y and Wherefore
W h y w e have again issued the
Gruen Blue Book will be clear to you,
w e believe, after you have glanced
over its pages.
CH RONOLOGY
1874
DIETR ICH G R U E N
1879
GRUEN & S A V A G E
D . G ru e n
W . J. S a v a g e
1892
D . G R U E N & SO N
D . G ru e n
F r e d G . G ru e n
1897
D . G R U EN & S O N S
D ie tr ic h G ru en
F r e d G . G ru e n
G e o r g e J. G ru e n
1900
Th e D . Gruen, Sons & Co.
GRUEN W A T C H M FG . CO.
D . G ru e n , P resid en t
F r e d G . G ru e n ,
G e o r g e J. G ru e n ,
V ice-P resident
S ecreta ry
1911
F r e d G . G ru e n , 'President
F ra n k W . G ru en .
G e o r g e J. G ru e n ,
V ice-P resident
S ecreta ry
“ H e profits most who serves best”
2
First of all, is the attempt to ex­
press to you at this, the best of all
times of the year, our friendly feelings
and good wishes, and to represent in
its service as a memorandum book
our genuine defire to serve you in
your business.
Second, w e have tried in this way
to give you in compact form such
complete information about the Gruen
line of watches as will enable you to
answer for yourself those questions
which you might encounter from time
to time.
W e have made the Blue Book a
permanent institution, and feel it has
found a place of usefulness in the vestpocket nearest your heart.
G RU EN W A T C H M FG. CO.
3
Retail “ IDEAL LIST” Prices
.
N o.
Gold Filled Cases
100—
V 5 -F u ll je w e le d . 5 a d jts. 25 y r — . . . . $25.
101/4— V 5 “
“
p e r U lt r a .. 28.
101— V4-17 je w e ls ,
“
25 y r ............. 30.
102— V4-17 “
“
p e r U lt r a .. 35.
103— V3-17 ru b ie s P r e c is io n
“
. . 50.
120—
V2-19 “
P r e c is io n
“
. . 60.
121—
V l-2 1 “
P r e c is io n
“
.. 85.
Solid Gold
104 F u ll je w e le d 5 adjts. 14kt g o l d ............. $45.
105 17 je w e l 5
a d jts. 14kt g o l d 50.
106 17 je w e l 5
adjts. 14kt g o l d 60.
F o r P recisio n ce rtiiic a te see p a g e s 23 a n d 24.
107 17 r u b ie s
P r e c is io n 1 4 k t g o l d .. 75.
108 19 r u b ie s
P r e c is io n T 4 k t g o ld .. 85.
109 19 r u b ie s
P r e c is io n 1 8 k t g o l d .. 100.
110 21 r u b ie s
P r e c is io n 1 4 k t g o l d .. 100.
111 21 r u b ie s
P r e c is io n 18kt g o l d . . 125.
112 21 r u b ie s ex tr a P r e c is io n I S k t g o l d .. 150.
114 21 r u b ie s e x tr a P r e c is io n 18kt g u in e a 175.
116 21 ru b ie s U ltra P r e c is io n 18kt e x tr a . 200.
H u n tin g , $10 e x tr a .
G ilt d ials, $2 e x tra .
L o u is X I V and L u m in o u s
d ia ls and han ds, $5 e x tra .
.
PRECISION ” means quality
VERITHIN” means size
G R U E N “ V E R IT H IN ” M O D E L
A l l in p la in bascine cases a t these P rices
G R U E N “ U L T R A T H IN ”
MODEL
“ Thinner than the Verithin’ ’
113
117
19 r u b ie s
P r e c is io n I8kt g o ld . $160.
19 r u b ie s e x tr a P r e c is io n
“
. 200.
“ U L T R A U L T R A T H IN ”
115
19 ru b ie s U ltra P r e c is io n 18kt............$250.
I n P la tin u m $350 and up
N o t e :— M a n y w a tch e s are c a lle d and so ld as
P r e c is io n t im e k e e p e r s that are not. I f yo u
w an t the v e r y h ig h e s t t im e k e e p in g p e r fe c tio n
attain able look fo r the m ark P recisio n on the
/■m ovem ent— n o t m e r e ly the m ark A d justed.
5
R E T A IL
4
PRICES
O N L Y IN T H IS B O O K
ADJUSTEDMODELS $ 2 5 to $ 6 0
guaranteed to com e within railroad
time requirem ents
PRECISION MODELS * 5 0 to $ 2 5 0
guaranteed to come within observatory
time requirements, giving highest
tunekeeping perfection obtainable
i
THE DIETRICH GRUEN. *265 to*650
the w o r ld s finest pocket timepiece
i
19 R U B Y J E W E L E D V E R Y -V E R I T H IN
At g o o d jewelers
For this, the newest Gruen achievement, we claim,frankly,
the greatest combination of watch values at the price.
The achievement consists not only in making a high class
19 ruby jewel watch so beautifully thin, but at a moderate
/trier.
Like all Gruen models, this Yery-Yerithin is guaranteed
to perform day after day well within the timekeeping stand­
ards set by railroads.
The ruby jewels are set in raised solid gold settings. It
is adjusted to six positions, to temperature and isochronism.
I s movement is made of the finest hardened materials, and
has every known improvement, such as double roller, visible
steel escapement, patent regulator, time adjusting screws,
Breguet hairspring, and patent inverted train wheel system.
W ritefor V ne Wordfrom a Woman'sLips
a booklet o n w atches and watchmaking
every on e s h ou ld read before buying a.
tim ep iece
THF. GRUEN WATCH MFG CO.
TIM E HILL
CINCINNATI, OHIO
Factories. Cincinnati and rtadrc Biel.SwitwrUni
Canadian Branch. Toronto
D U P L IC A T E PASTS 1 0 BE HAD
PROMPTLY THROUGH GRUEN DEALER
EVERYWHERE
N o.
'
V V 5 0 — U ltra qu a lity g o ld filled c a s e . $50.
(wears better than 25 yr.)
N o. V V 7 5 —14kt solid g o ld c a s e ................ 75.
N o . V V 1 0 0 —18kt solid g o ld c a s e ................ 100,
All cases made in regular or green alloy.
L o u is X I V
raised g o ld le tte r dial, $5 e x tra ,
A countersigned certificate of real value in the box, guar­
anteeing this watch under the “ Gruen-Special-ServiceSystein ."
6
A
N ew N o. 2 4 4 14kt G reen-G old M od el, $ 5 0 .
T h e fa m ou s g r e e n -g o ld u sed b y the a n cie n t
G r e c ia n s and E g y p tia n s in m a k in g th e ir rich
je w e lr y —th e G o ld o f C h a r a c te r — h ith e rto o b ­
tain able o n ly in v e r y h ig h e s t-p ric e d w a tch e s,
m ay n ow b e had in a g e n u in e 17-jew el adju sted
to 5 p os ition s , V 4 G ru e n V e r it h in . T h e g o ld
c a s e is solid 14kt g r e e n -g o ld all the w a y th ru .
I t s r ic h n e s s and the qu a in t O ld I v o r y dial e n ­
h a n ce the b e a u ty o f the V e r ith in d e s ig n to a
m a rk ed d e g r e e .
244L. L o u is X I V dial. $55*
W ith Precision g r a d e m o v e m e n t:
244B 17 r u b ie s P r e c is io n V 3 ...........................$75.
244C 19 ru b ies P r e c is io n V 2 .............................85.
244D 21 r u b ie s P r e c is io n V } ..............
110.
244E 21 e x tr a r u b ie s P r e c is io n V E ...............150.
A n y w ith L o u i s X I V plat, o r gilt dial, $5m o re .
T h e w a tc h w o r d o f je w e le r s s h o u ld be
Everybody Needs a N ew W a tch
8
N ote that the second hand, as in every Gruen Verithin, is at
the b o t t o m of the dial, indicating a full size movement.
N ew O C T A T H IN M odel
G4 U ltra Q u a lity , g o ld filled, r e g u la r o r
g r e e n alloy (w e a r s b e tte r than 25 yr.) $40.
G44 17 je w e l. V 4 m o v e m e n t (se e p a g e 10)
S a m e in h e a v y 14kt solid g o ld c a s e ..
75.
Gruen-Verithin” movements, with the trademark P R E ­
CISION engraved on the plates, are guaranteed to come
within Observatory time requirements— which is the highest
time-keeping perfection attainable— in heavy 14kt solid
gold Octagon case— Priced as follows:
043
17 je w e l P r e c is io n , 14kt
g o l d .... $90.
G42
19 je w £ l P r e c is io n , 14kt g o l d ............. 100.
G41
21 je w e l P re cis io n , 14kt g o l d ............. 125.
0 4 1 X 21 je w e l E x tr a , 14kt g o l d ................... 165.
E x t r a heavy g r e e n g o ld 14k t, $10 e x tr a .
Lou is X I V d ia l, raised g o l d fig u re s , $5 e x t r a .
9
Description “Verithin size” movements
Open and Hunting, American
pendant set
V E —2 1
JEW ELS
EXTRA
P R E C IS IO N .
Finest ruby jewels, raised solid gold settings, chronometer
balance of stationary adjustment, patent gold train wheel
system, isochronal Breguet hairspring, double roller pre­
cision steel escapement, stop guard, poised fork, gold’train,
patent regulator, extra finely finished in all details, accu­
rately adjusted to all temperatures, isochronism and all
positions, solid gold dial.
V I - 2 1 J E W E L S P R E C IS IO N .
Fine ruby
jewels, etc., same description as V E , excepting the details
of finish and adjustment. Adjusted to all positions, tem­
peratures and isochronism.
V 2 - 1 9 J E W E L S P R E C I S I O N . Fine ruby
jewels, center in gold setting, steel-capped escape wheel,
chronometer balance of stationary adjustment, patent gold
train wheel system, Breguet hairspring, double roller
precision steel escapement, stop guard, patent regulator,
adjusted to temperatures, isochronism and all positions.
*"■
N o. 2 8 4
W I T H N E W LO U IS X I V D IA L , $ 4 0 .
An exclusive new style patent dial—Platinized Silver
Gray (or gilt), with raised figures in solid gold (not soldered
on) with new style hands— gives this watch a distinctive and
rich appearance hitherto unknown in watches at any price.
This model can be had with Arabic figured dial.
The movement is the genuine, original G R U E N V E R IT H I N , V4-17 jewel, adjusted to five positions, temperature
V 3 —1 7 .J E W E L S P R E C I S I O N . Fine ruby
jewels, description same as V2, except no capped escape ;
adjusted to temperatures, isochronism and all positions.
V 4 —1 7 J E W E L S . Center jewel in red gold set­
ting, adjusted to five positions, temperatures and isochron­
ism. It has every known improvement, such as double
roller, visible steel escapement, patent regulator, time
adjusting screws, Breguet hairspring, compensating bal­
ance, safety sliding click, finest hardened materials.
V 5 — F U L L J E W E L E R . Adjusted to five posi­
tions, temperatures, double roller, visible steel escape­
ment, patent regulator, Breguet hairspring, compensating
balance, sliding click.
and isochronisin—the thinnest durable watch made in
America and Switzerland.
The case is Ultra Quality Gold Filled (which wears bet­
ter than a 25 year).
284A, IN 14KT C A S E , $65.
With E X T R A -Q U A L I T Y
ment, 14kt case:
PR E C IS IO N grade move­
284B, 17 rubies, V3, $80.
284D, 21 rubies, V I ,. ..
284C. 19 rubies, V2, 90.
284E, 21 extra rubies V E , 150.
10
$115.
A ll o f a b o v e m o v e m e n ts are g e n u in e G ru e n
V e r it h in s , the th in n e s t, d u r a b le , a c c u r a te
w a tch m a d e in A m e r ic a and S w itz e r la n d ,
m a d e p o s s ib le b y the p a te n t in v e r te d w h e e l
train sy s te m w h ic h all h a v e .
F o r p e r fe c t
w o rk m a n s h ip and re lia b ility a's an a c c u r a te
t im e k e e p e r , w e , as m a n u fa c tu r e r s , g u a ra n te e
this w a tch in e v e r y part and e v e r y w a y.
11
The Dietrich Gruen
12 SIZE GRUEN
A new thin model watch pronounced by
jewelers and horological experts to be
This is a complete watch, known
as the regular American thin model,
12 size, for men.
Prices are retail for Open-face en­
amel dial.
Hunting in filled, $2; 14kt, $5 to
$10 more.
The World’s Finest Pocket
Timepiece
Planned by Dietrich Gruen himself as
his last work, and carried to completion
by his associates, this watch sets a new
standard in watch construction and
finish, and is in every respect worthy of
the name of this Master Watch Crafts­
man.
18K -PR ICES A T R E T A IL :
$650.
Minute repeater and split second, with
minute register and safety locking
device.
$465.
Verithin Minute Repeater.
$350.
Verithin model, with winding indi­
cator.
$300.
Plain watch, with winding indicator.
$265.
Without winding indicator.
12
200
201
212
204
205
206
213
207
208
209
210
17
17
21
17
17
21
21
21
21
21
21
je w e l 5 adjts. 20 y r . ......................... $22.
je w e l 5 adjts. 25 y r .............................. 25.
je w e l P r e c is io n 25 y r ........................ 50.
je w e l 5 a d jts. 14kt................................ 50.
je w e l 5 adjts. 14kt h e a v y .................. 50.
je w e l 5 adjts.. 14kt h e a v y ...............
'5 .
r u b ie s P r e c is io n I4kt h e a v y ..........
°5r u b ie s e x tr a P r e c is io n i4 k t........... 10°ru b ie s e x tr a P r e c is io n i8 k t ........... 125.
r u b ie s N o . 10 e x tr a P r e c is io n
i4kt *50
r u b ie s N o . 10 e x tra P r e c is io n
is k t 175
300
312
313
307
308
310
17 je w e l 5 adjts. 20 y r ............................ $22.
21 r u b ie s P r e c is io n 25 y r ...................... 50.
17 je w e l 5 a d jts. 14kt.............................. 55.
21 r u b ie s P r e c is io n i4 k t ...................... 9021 r u b ie s P r e c is io n i4kt h e a v y ....... 10°21 ru b ie s N o . 6 e x tr a P r e c is io n
i4kt 150
16 SIZE
12 and 16 SIZE Movements Only
b oth in Open and H untin g:
Adjusted to positions, temperatures, isochronism.
325
326
327
328
329
17
17
21
21
21
je w e l 5 a d jts.......................................... $18r u b ie s P r e c is io n ................................ 32.
je w e l 5 a d jts .......................................... 35.
r u b ie s P r e c is io n ................................ 45.
r u b ie s e x tra P r e c is io n .................. 70.
O th e r g r a d e s are m a d e n ot liste d h e re .
0 S IZ E m o v e m e n ts o n ly in 17 je w e l adjt.
13
Genuine “ Gruen ”
Wristlet
742 18 r u b ie s P r e c is io n W l l ----- $100.
745 15 je w e l adj. W l l .................... 100.
748 15 je w e l b e z e l w ith d ia m o n d s 1 2 5 .
Style
W ll
18k t head and bracelet
749 15 je w e l adj. W l l ..................
85.
750 18 r u b ie s P r e c is io n W l l ----- 110.
751 18 r u b ie s P r e c is io n W l l ----- 150.
REAL TIMEKEEPERS—
NOT JUST JEWELRY
Platinum head and bracelet
Gruensare made with all that skill in small watchmaking
for which the name Gruen has become famous. The repu­
tation for precision timekeeping won by the Gruen Verithin Watch is your guarantee of real timekeeping qualities
in Gruen Wristlet Watches.
D u p lica te m aterials a lw a y s on hand, in s u r in g
rep a irs in case o f accid en t.
W e do not use 20 year filled bracelet heads as we believe
they will not wear satisfactorily on the arm— owing to per­
spiration.
S ell fro m
$200. to $350.
W ith d ia m o n d s 275. to 750.
OCTAGON
M a d e to retail at $25, $35. $50, $65,
$7-5, $100, in w ris tle t and c o n v e r t ib le
fo rm . O th e r o d d s h a p e s in s ilv e r ,
g o ld and platin u m .
Values Guaranteed Unequaled
Silk Ribbon Wristlets
M a n y o th e r s t y le s a lter th es e p rice s
R e ta il p r ic e s , w hite o r g ilt dial
M a d e in all s t y le s to retail fro m
$25 u p , in g o ld tilled and 14kt solid
g o ld , in re g u la r , g r e e n and w h ite
g o ld a llo y s, also platin u m .
G r e e n and w h ite g o ld are not c o lo r s
bu t a llo y s.
Shapes:
s q u a r e , o v a l, o c t a g o n ,
to n n e a u , b a s c in e and o th e r s .
2 5 year gold filled head and bracelet
F o r W r is tle ts s e llin g a t $12.50 to $35.00 see
P ages IS-19.
723 15 je w e l ad ju sted W l l ........................ . $25.
14kt head and bracelet
15 je w e l adj.
W l l % .........................
15 je w e l adj.
W l l 5^..........................
15 je w e l adj.
W l l / £ .........................
15 je w e l adj. W l l ..................................’ .*
15 je w e l adj. G re e n G old ,
L o u is X I V d ia l.................
740 15 je w e l a d j.
E n g r a v e d .................
743
15 je w e l adj.
S h o r t L i n k s ..............
741 15 je w e l adj.
W 8 3 ..............................
73215 je w e l adj.
W h it e G o l d ........................
738 18 r u b ie s P r e c is io n W l l ........................ ’
791
728
729
730
839
14
30.
35.
40.
45.’
50.
50.
50.
55.
65.
75.
JEW ELS
N u m b e r o f je w e ls is not alon e i n d ic ­
a tiv e o f q u a lity , b u t better quality o f
materials and m o re a c c u r a te Pre­
cision Adjustm ents o f e a c h g r a d e is
w h a t m a k e s the d iffe r e n c e in p r ice
b e t w e e n th e g ra d e s .
15
GRUEN “ Convertible” WRISTLETS
LADY GRUEN
F o r C on vertibles selling; at $12.50 to
$30.00 see pag;es 18-19.
C io 15 je w e l a d j., all 25 y r ..
•$25.
C90 15 je w e l a d j., all 1 4 k t ___
30.
Cl7A 1^ je w e l ad j., all 14kt . . . .
35.
Ci6~ 15 je w e l 14kt L o u is X I V
40.
CIS 15 je w e l ad j., all 1 4 k t___
40.
C19 15 je w e l ad j., all 1 4 k t ___
45.
C48 15 je w e l ad j., all 14kt e n e r a v . 50
C839 15 je w e l a d j., L o u is X I V
dial, g r e e n g o l d . . 50
C28, 15 je w e l a d j., all 1 4 k t.............. 55]
C21 18 je w e l P r e c is io n , all 14kt . . 75*
C22 18 je w e l P r e c is io n , all 1 4 k t. .joo.
Chatelaine Plain
G ruen O C T A G O N Convertibles
C723 15 je w e l a d j., all 25 y r ........ 25.
C753 15 je w e l a d j., all 14kt.......... 35.
C729 15 jew el a d j., all 1 4 k t......... 40’
C730 15 je w e l ad j., all 14kt..........45^
C 8390 15 je w e l a d j., L o u is X I V
dial, all 1 4 k t.. 50.
Outing and Military Watches
17 Jew el A d ju sted M e n ’ s
Strap W rists
N ic k e l ..................................19.oo
S i l v e r ................................ 20 00
G o ld filled ........................233X)
S ilv e r p la t in iz e d ..........25.00
S ilv . p lat.. R a d iu m dial 28 50
S ilv e r P a t. P a ris S q . . . 25^00
S jlv . plat., R a d iu m dial 28.50
S jlv e r S q u a r e 1 1 '" , 15 j. 30.00
S ilv . R a d . S q . 1 1 " ', 15 j . 32.50
---------S ilv . R a d . S q . l l " M 7 j .3 5 .0 0
M 5 7 X R S ilv . R a d . S q . 1 1 '" , 17 j - 37.50
M 55
14kt S o lid G o ld ................ 45.00
M544
14kt S o lid G o ld S q ____75.00
W h y not sell a watch for every
occasion?
16
F o r C h atelaines s e llin g at $12.50
to $25.00, seep a g es 18-19.
404
15 ie w e l a d ju s te d 25 y r . H t g .............. $22.50
4®8 15 ’j e w e l ad ju ste d U k t . ' . ' . .................. 35 00
410
15 r u b ie s P r e c is io n 14kt......................... 42.00
4H
17ru b ie s P r e c is io n 14kt ........................ 50.00
413
19 r u b ie s P r e c is io n 14kt........................ 65.00
415
19r u b ie s P r e c is io n 18k t........................ ,nn'nn
417 18 r u b ie s P r e c is io n 18kt........................ }°0.00
418 18 r u b ie s P r e c is io n 18kt........................ 125.00
y D ia m o n d s in P la tin u m .............. u p to 750.00
W e m ak e ch a te la in e s in e n g r a v e d , c a r v e d
and d ia m o n d d e c o r a t e d c a s e s . E n a m e ls fo r
sau toirs.
“ LADY GRUEN” 0 SIZE Hunting
603
600
601
602
17 je w e l ad ju ste d 20 y r .......................... 20.00
17 je w e l ad ju sted 25 y r .......................... 25.00
17 je w e l ad ju ste d 1 4 k t ................ ••••• 35-00
17 r u b ie s P r e c is io n 14kt........................50.00
T h e d iffe r e n c e b e t w e e n an A m e r ic a n -S w is s
G ru e n and a d o m e s tic A m e r ic a n w a tc h c o m ­
p a re s the sa m e as a P a n a m a hat w ith an
A m e r ic a n hat, o r an o rie n ta l r u g w ith a d o ­
m e s tic o n e . G R U E N w a t c h e s h a v e b e e n on
th e m a r k e t 43 y e a r s .
17 -
W . S. Co. Department
W atch Specialties C o.’s Line
m ade under D .G .S . guarantee mark
“A good watch at a low price ”
The w atches im p orted an d sold in th is d ep a rt­
m ent a r e n ot m ade in th e fa c to r y o f the G ru en
W a tch 'Co., bu t by con tra ct and special s u p e r v i­
sion u nd er th e G ru en g u a r a n te e a n d service.
Dl
7 je w e l
N ic k e l 12 size O .F ......... $5.50
D2
7 je w e l
S ilv e r 12 size O . F ........ 7*59
D 3 7 je w e l
20 y r. 12 size O .F ......... g ’ oo
D 4 17 je w e l adj.
20 y r. 12 size O . F ......... 15.00
D lO 17 je w e l adj.
N ic k e l 12 size O . F ......... 10.00
D l2 17 je w e l adj.
20 yr. 16 size O .F ......... 15^00
D5
17 je w e l a d j. 25 y r. C ol. S e r ...............i s ’ oo
D6
21 je w e l adj. 20 yr. 12 size O . F ......... 2o!oo
D7
21 je w e l adj. 25 y r. C ol. S e r ............... 25.00
H u n t in g , $2.50 extra .
MEN’S WRISTS, Outing Watches
D l3
15 je w e l S ilv e r, 13 l i g n e ...................... 9.00
D 1 3 R 15 je w e l S ilv e r, “ L u m in o u s dial 10.OO
STRAP “ WRISTLETS” for Ladies
772
773
774
775
7 je w e l G u n -m eta l, s t r a p .................. 8.50
7 je w e l S ilv e r , strap .........................lo!oO
7 je w e l 25 y r. filled, s t r a p ...................12.00
7 je w e l S ilv e r O c t a g o n , s tr a p ..........12.50
(S a m e in ( 'ha tela in e)
SILVER WRISTLETS
763
7 je w e l
761
7 je w e l
C llS
7 je w e l
C12S
15 jew el
C13S
15 je w e l
M a n y o th e r s in
S ilv e r b r a c e l e t .....................11.50
S ilv e r en a m el b r a c e le t . . . .12.50
S ilv e r C o n v e r t ib le ..............12.50
S ilv e r C o n v e r t i b 'e ............. 15.00
Sil v e r C o n v e r tib le ..............18.00
S ilv e r , N ie llo d e c o r a t e d ca s e s .
18
sold under Gruen Guarantee
D.
C ll
02
03
C20
C25
C l4
C l7
699
698
702
722
807
731
G . S. “ C O N V E R T IB L E ” W R IS T L E T S
7 je w e l, all 25 y r ...................................... $12.50
15 je w e l ad j., all 25 y r ............................ 15.00
15 je w e l ad j., all 25 y r ................................ 18.00
15 je w e l a d j., all 25 y r .............................. 20.00
15 je w e l a d j., all 1 4 k t .............................. 25.00
15 je w e l a d j., all 1 4 k t .................................30.00
15 je w e l a d j., all 1 4 k t .................................35.00
D . G . S. “ G E N U IN E ” W R IS T L E T S
2 5 year gold filled head and bracelet
7 j e w e l ....................
12.50
15 je w e l W l l .................................................. 15.00
15 je w e l a d ju sted W l l ...............................18.00
15 je w e l a d ju s te d E n g r a v e d ...................18.00
14kt head and bracelet
15 j e w e l ........................................................ 25.00
15 je w e l adj. W l l V i .................................... 30.00
^€702
C713
S702
S713
OCTAGONS
15 je w e l a d j., all 25 y r. C o n v e r tib le . 20.00
15 je w e l a d j., all 14kt C o n v e r tib le ... 35.OO
15 je w e l adj , 25 y r ., silk r i b b o n -----20.00
15 je w e l a d j., 14kt, silk r ib b o n ..........30.OO
M a d e plain and e n g r a v e d .
SILK R IB B O N W R IS T L E T S
T o sell fo r $15, $18, $20, $25, $30.
N U R SE (Sw eep Second) W A T C H E S
N l7
15 je w e l ad j.. S ilv e r C h a te la in e--- 15.00
M is
15 je w e l a d j., 25 yr. C h a t e la in e ----15.00
N19
15 je w e l ad j., 14kt C h a te la in e ........ 25.00
N C13 15 je w e l ad j., 25 y r. C o n v e r t i b l e ... 20.00
N C25 15 je w e l a d j.. 14kt C o n v e r t i b l e ----30.00
776
15 je w e l a d j.. S ilv e r S tra p ...............15.00
C H A T E L A IN E PLAIN
400 15 je w e l steel o r s i l v e r .............................. 12.50
401 15 je w e l steel o r s i l v e r .............................. 15.00
422 15 je w e l 25 y r. fille d .................................. 15.00
402 15 je w e l 25 y r .................................................. 17.50
403 15 je w e l 25 y r .................................................. 20.00
405 15 je w e l 14kt .............................. : ............... 25.00
E n g r a v e d fille d r e ta il $1.50 e x t r a
19
L
Two important things to look
for in buying any thin watch
The Cornerstone of Your Business
1. —O p e n th e b a c k and
se e that
the in sid e
d o u b le p r o t e c tio n c a p
is th e re , as h ere sh ow n .
.
2. — S e e that the s e c o n d
hand is d o w n at the
b o ttom o f th e dial, to
in su re g e ttin g a p r o p e r
fu ll-size m o v e m e n t to
fill ou t the en tire in sid e
o f the c a se, n a m e ly , a
m a n ’ s size w o rk s in a
m an ’ s size c a se.
M a n u fa c tu r in g m e r e ly a thin w a t c h —
A n d m a n u fa c tu r in g a thin w atch
h ig h ly a c c u r a te and d u r a b le —
that
is
A r e tw o en tire ly d iffe r e n t m atters.
Y o u w an t a thin m o d e l o f c o u r s e , b u t yo u
w an t the th in n ess in the m o v e m e n t, not
m a d e thin at the e x p e n s e o f d u ra b ility and
a c c u r a c y , b y le a v in g ou t the in s id e d u st c a p ,
o r b y u sin g a c h e a p m a k esh ift, o n e -h in g e cu p
c a se , that has o n ly o n e snap to hold it t o g e th e r
and n o c a p to p r o te c t the m o v e m e n t. O th e rs
are m a d e to a p p e a r thin b y in s e r tin g a sm a ller
m o v e m e n t ( o ft e n a la d ie s ’ s ize) w ith a la rg e ,
o u t-o f-p r o p o r tio n , sp rea d dial in a m a n ’ s size
case.
T h e r e is o n ly o n e w a y to m a k e a w a tch
^ ^ c a j l y t h i n . and that is as in v e n te d in the
V E R 1 T H I N ” (s h o w n on p a g e 4 ),
w h ich is the o n ly g e n u in e thin m o d e l m a d e ;
that is n ot a th ick w a tch c u t d o w n to m ake
it thin.
20
Jewelers’ W atch Repair
Department
A fe w fr ie n d ly s u g g e s tio n s to m a k e it p ro fit­
able. E m p lo y w a tch m a k e r s o f g o o d a b ility ,
p a y in g th em w e ll, th e n in sist on h a v in g b e fo r e
yo u a p o s itiv e s c h e d u le o f p r ic e s , a r r a n g e d on
a p ro fit-m a k in g ba sis.
S e ll y o u r w o r k as yo u do m erchandise. I f a
w a tch n e e d s a b a la n c e staff, a h o le je w e l
c le a n in g , tw o p la te s c r e w s and a c a s e s c r e w ,
and the total o f th ese c h a r g e s sh ou ld b e $6.25,
g ?e t that 25 c e n ts y o u are en titled to. \ o u
i i a v e ea rn e d it, and if y o u sell y o u r w o rk y o u r
c u s to m e r w ill g la d ly pay f o r it. I n a rra n g in g
this s c h e d u le he s u re to in cre se th e cost o f 11,
10 o r 9 lig n e w o rk 25% and 8 o r 7 lig n e 50%
h ig h e r th an fo r th e 12 and 16 s iz e w o rk .
It
c o s t s m o re to d o , and y o u are ju stifie d in
m a k in g this a d d itio n a l c h a r g e .
L e t us s u g g e s t th e s e ru le s w h ic h , if a d h e re d
to, w ill d is s ip a te m a n y o f o u r re p a ir c o u n te r
t r o u b le s : F ir s t, n e v e r m a k e an o ffh a n d e sti­
m a te o n r e p a irs. I n s is t on an estim a te b a se d
o n a t h o r o u g h e x a m in a tio n . A g r e e o n a p r ic e
b e fo r e th e w o rk is d o n e . N e v e r ask a w om a n
if she has d r o p p e d her w a tch , b u t b e p o s itiv e
to ask h e r if she has d r o p p e d it m ore than
once.
T h e r e p ly w ill in v a ria b ly b e
O n ly
o n c e .”
In s ist o n su fficie n t tim e to d o first cla ss
w o rk and a llow fo r a su fficie n t re g u la tin g
p e r io d . W h e n y o u r c u s to m e r ca lls at the a p ­
p o in te d tim e , h a v e the w a tch r e a d y fo r him .
D o n ’ t d isa p p o in t.
21
GRUEN
» ° nut-!ee
Glasses
R E G U L A R LENTILE
Guarantee and Permanent Registration
under the
Gruen Special Service System
% W h ere the hands rub
*>. on the lentile glass
troub,e an,< should nevet he used on
y •n,cn b thin m°d el or small ladies’ Wristlet watches.
Trade
D O U B L E LENTILE Mark
! H ere is the double curve
at the outer edge, where it
Lets the hands pass freely”
without using any higher glass
W a tc h m a k e r s k n o w th e d iffic u ltie s th ey
e n c o u n t e r an d th e ir tim e c o n s u m e d to r e g u ­
lf,
w a tch e s o n a c c o u n t o f im p r o p e r s h a p e d
g la sses.
\\ e had this special g r o u n d g la ss
m a d e, n ot to g e t in to the glass b u s in e s s , bu t
to ren d er a serv ice; to in su re s a tisfa c tio n in o u r
w a tch e s b y h a v in g th ese p r o p e r g la sse s used
as it s e e m s n o o n e h a n d led s u ch a g l a s s — o n ly
at s p e cia l g r o u n d p r ic e s , p r o h ib itiv e fo r g e n ­
eral u se.
I o g e t o u r d e a le r a g e n c ie s to s to c k and use
them g e n e r a lly fo r all m a k es o f w a tc h e s , w e
h a v e set th e p rices th e sam e as th e o r d in a r y
len tile n a m e ly : $1.25 p er d ozen or $15 p e r gr o s s
— w ith a c a b in e t b o x .
M a d e in all s izes from
5-8/16 •(=----------& to 19-8/16.
r . S " 1;,1 ? r o s ? ? s s o r ted fo r m e n that w ill
fnr8?a ? f th,1 12. S1ZM4 L 2 '_ o l ,r 1 Bross asso rte d
tor la d .e s that w ill fit 90s; o f the W ris tle ts that
c o m e in to y o u r store to h e fitted . I t 's econom y
a n a service.
.
for Precision Grades only
Every "G R U E N ” watch in class trade marked " P R E ­
C IS IO N ” has every adjustment (8) so as to come inside of
best observatory time requirements, which ai're much more
exact than the time required under railroad time watch
inspection rules.
All "G R U E N ” watches simply marked Adjusted to 5
positions and temperature (without mark "P R E C I S I O N ” )
come inside of what is regularly known as accurate Rail­
road time.
A11 P ^ I'-C IS IO N ” grades are sold under the G R U E N
S. S. S Y S T E M direct to the purchaser, from the maker,
through our bonded agents.
Under this system, upon receipt of a certain application
card with purchaser’ s and jeweler’ s signature, we send
owner a Guarantee Certificate made out in his name.
This certificate is mailed owner, thereby giving owner
a double guarantee, from both the maker and dealer in
his locality, that his watch will give him satisfaction in
every particular.
This Guarantee Certificate will only be sent upon receipt
of this card, as we then know that the watch is sold through
one of our bonded agents who is selected for his ability as
a watch authority. This guarantees that the watch has
had proper attention by the watchmaker and comes to him
uninjured, with fresh oil, direct to wearer just as it came
from the factory, not after being handled through several
jobbing channels.
The perfection of accuracy attained in "G R U E N -P R E C I S I O N " grades necessarily limits the production, because
of the special care each watch receives, thus enabling us
to give this extra guarantee service.
s.e,ul
a t.rial or‘ Ie«' direct, or thru your jobber.
’ laranteed satisfaction to you, or can return them.
I he card sent in will be filed as a permanent record for
future identification of the watch, in conjunction with its
watchmaker’ s and factory records.
— G R U E N N A T I O N A L W A T C H C A SE CO.
All rights reserved by T H E GRUEN W A TCH M f g . C o .
22
23
Factory Guarantee Certificate
W hich is sent, with every Precision W atch
according to S. S. System (page 23)
This is to certify that the watch bearing the above num­
bers, sold to Mr.
is a genuine “ G R U E N -P R H C IS IO N ”
a foreignAmerican watch— made under American ownership. It is
the product of the best in American methods, the machinemade idea, combined with that Swiss-inherited skill for fine
handrfinishing and adjusting after the machine has done
its work.
This watch is designed upon the highest mathematical
principles of horology, embodies every known improve­
ment for accuracy and durability, is made of the finest
finished material throughout, and is guaranteed against
any original defect in material. It is further guaranteed
that duplicate parts are always on hand at the Cincinnati
U . S. A . factory and “ G R U E N " agencies everywhere,
insuring prompt repairs in cases of accident.
Highest timing perfection is attained in these ‘ ‘G R U E N ’ '
grades marked
PR HCISIO N . ’ ’ These grades have a
chronometer style balance with solid gold screws; a de­
tachable staff, which can be removed without disturbing the
relationship of the three most vital parts of a watch (the
balance, hairspring collet and roller jewel) ; a jewel pin
fastened in balance arm with a bearing twice the length
of the usual watch, thus making it doubly secure against
coming loose. All these are exclusive features of this watch
Every “ G R U E N -P R E C IS IO N ” has a double steel
roller ; hand-finished visible steel escapement with poising
arm s; patent micrometric regulator of continuous, equal
action; meantime adjusting gold screws; true isochronal
and Breguet hairspring; finest Swiss mainspring of lasting
quality and great elasticity, made by hand rubbing, so that
the motive power is practically constant, whether watch is
fully wound or nearly run down ; and patented American
pendant set device of very few pieces.
In “ V E R I T H I N " models a patent inverted train
wheel construction enables us to build up a thin watch half
the thickness, and not cut down a thick one, and retain
same strength of parts with greater room.
This movement has
extra quality ruby jewels, adjust­
ments (8) to all positions, isochronism and temperature.
For perfect workmanship in all its parts, for reliability
and accuracy as a timekeeper, and to give satisfaction to
the wearer in every particular, we, the undersigned manu­
facturers, guarantee this watch.
GRUEN W A TC H M FC. CO.
Cincinnati, U .S .A .
Name of Agency That Made Sale
A Word on the Cleaning of Watches
A lm o s t any w atch will run for
months after the last drop of oil on the
bearings has disappeared, and it goes
without saying that injury will follow
as surely as the night follows the day.
A very small watch must be examined and oiled much oftener than a
large one, because in the tiny seven
ligne watches that are worn by ladies
today the oil cups can tpossibly retain
oil for more than six months at a time.
A large watch, with its liberal bear­
ings, has more power, carries more
oil, is not nearly as likely to be dis­
turbed in its action by little flecks of
dirt, which easily stop a small watch,
and it may be run three times as long.
While not being able to replace, free
of charge, worn pivots or other parts,
broken thru accident to the watch or
spoilt thru moisture and magnetism,
the following table will serve to show
the periods which a watch may safely
be run without oiling, as well as the
periods during which we can guaran­
tee the performing of each.
S ize o f Watches
Should be
We guarantee
overhauled and
the watch
re-oiled every
work fo r
M e n ’ s 18-16-12 V e r ith in
M e n ’s R . R . w a tch e s
L a d ie s ’ 13-12-11-10 lig n e
L a d ie s ’ 9-8 lig n e
L a d ie s ’ 7-6 lig n e
18
12
15
12
6
m o s.
m o s.
m os.
m os.
m os.
12
12
12
8
6
m os.
m os.
m os.
m os.
m os.
(Both signatures attached.)
Copyrighted.
24
Above is printed on a small card for display at watch
counter and furnished to any dealer.
25
¥ T
A New Service
Requirements for a Kew O b ­
See the countersigned certificate of real value
in the box, guaranteeing this watch under the
‘ ‘ G ruen-Special-Service-System .”
servatory Class A Certificate
W orld ’ s oldest leading time authorities
Class A c e r tific a te s are g ra n te d to w a tch e s
w h o s e p e r fo r m a n c e is s u ch that—
1. — T h e a v e r a g e o f the d a ily d e p a rtu r e from
the m e a n d a ily rate, d u r in g the sam e sta ge o f
trial, did n o t e x c e e d tw o s e c o n d s e v e r y 24
hours in any o n e o f the e ig h t s ta g e s .
2. —T h e m e a n d a ily rate w h ile in the p en d an t
up p o sitio n d iffe r e d fro m the m e a n daily rate
in th e dial u p p o sitio n b y le ss th a n five s e c ­
o n d s , and fro m that in an y o th e r p o sitio n b y
less than te n s e c o n d s fo r e v e r y 24 h o u rs.
3. —T h e m e a n d a ily rate w a s a ffe c te d b y
c h a n g e o f t e m p e r a tu r e to an am o u n t le ss than
0.3 o f a s e c o n d p e r 1 d e g r e e F .
W h e n the sale is m a d e , y o u (th e je w e le r )
are to sig n this fa c to r y c e r tific a te , th en send
it in fo r ou r s ig n a tu re. W e m a k e a p e r m a ­
n e n t r e c o r d o f th e w a tch and retu rn th e c e r ­
tifica te to you d ir e ct, fo r d e liv e r y to y o u r c u s ­
t o m e r, p r o v id in g ou r r e c o r d s s h o w the oil in
the w a tch has not b e c o m e old , b y h a v in g be e n
o u t to o lo n g .
B y this sy stem the w e a r e r r e c e iv e s a d o u b le
g u a r a n te e , b e c a u s e o n ly in this w ay can w e
g u a ra n tee the w a tch , and tell that this w a tch
has b e e n sold b y a G ru en je w e le r o r w a t c h ­
m a k er in first-class o r d e r .
4 . —T h e m ean d a ily rate did n ot e x c e e d ten
s e c o n d s w h ile in an y po sitio n fo r any 24 h o u rs.
C lass A r e q u ir e m e n ts are s u ch as is u su a lly
e x p e c t e d fro m v e r y h ig h e s t g r a d e s o f fin est
m a k e s o f w a tch e s and at re st in a q u ite fixed
p o s itio n .
A ll m a ch in e s h a v e e r r o rs and in a c c u r a c ie s
the sam e as w a tch e s, bu t u n lik e m ost m a­
c h in e s th e w atch records an d acknow led ges its
m istakes, and r e c e iv e s th e least atten tion .
" R e - o i l and clea n a w a tch e v e r y 18 m o n t h s .”
27
✓
OFFICIAL CONTROLMENT
for the
Rating of Watches
by the Swiss G overnm ent
To obtain a first-class time-keeping
certificate, the watches must perform
within the following limits:
(rt) T h e m e a 1 d a ily rate, in h orizon ta l and
v e r tic a l p os ition s , p en d a n t u p . a m b ie n t te m ­
p era tu re o f the r a tin g -r o o m , m ust not e x c e e d
~r 10 s e c o n d s .
ib) T h e m ean va ria tion o f the d a ily rates,
in h orizon tal and v e r tic a l p os itio n s , pen d an t
up, a m b ien t te m p e r a tu r e , m u st not e x c e e d 4
secon ds.
(c) T h e g r e a te s t d iffe r e n c e b e tw e e n tw o
c o n s e c u t iv e daily ra tes, in h orizontal and v e r ­
tica l p osition s, p en d a n t u p , a m b ie n t te m p e r a ­
tu re, m u st not e x c e e d 5 s e c o n d s .
(d) T h e d iffe r e n c e b e tw e e n th e m ean daily
rates, in flat and h a n g in g p ositio n s, a m b ie n t
te m p e r a tu r e , m ust n ot e x c e e d 10 s e c o n d s .
(*) T h e d iffe r e n c e b e tw e e n the m ean daily
ra te, p e n d a n t u p , and ea ch o f th e d a ily rates,
p en d a n t r ig h t or le ft, m ust n o t e x c e e d 20
secon ds.
(/) T h e va ria tion p er c e n t ig r a d e d e g r e e
m ust n ot e x c e e d 0.5 o f a s e c o n d , and the s e c ­
o n d a ry d iffe r e n c e 7.5 s e c o n d s .
Or) A ft e r the th erm ica l tests, the rate o f the
w a tch m ust k e e p w ith in the lim its o f 5 s e c o n d s
c o m p a r e d to the m ean rate w h en ly in g ; the
day fo llo w in g th e te m p e ra tu re tests is not
c o m p r is e d in the ca lcu la tion .
28
VALUES
If you buy watches simply by the
price, you can always find plenty that
are lower-priced than ours.. But if
you care more for what they are than
for what they cost, ours are the low­
est-priced watches made.
Gruen is the only imported watch
nationally advertised
With the D. G. S. line there is no
restricted price, but a suggested price
same as any other unadvertised goods;
but with the Gruen line we give you
the best value plus the prestige the
Gruen name and its advertising
brings with it and a
maintained fixed price of established
value
made possible thru our national adver­
tising and a system of selling direct
to you (dealer agencies)—by having
only one source of supply from which
the goods are shipped.
Prices given in Blue Book are retail.
29
A
-
TRADEM ARKS
Advertising Sales Department
It is the function of the GRUEN
A . S. D. (Dept.) to render a distinct
service to the jeweler—
First, by keeping him in touch with
the new things as soon as they are
out each season; and
Second, by helping him create new
sales through linking up these new
things direct with the national adver­
tisements, by concentrated effort at
certain times..
It is part of the service of this de­
partment to assist our dealers to get
up special copy for newspapers or
special literature, and to furnish them
with cuts, booklets, moving picture
slides, poster stamps, etc.
This service pays. Have yoti tried
it? Remember, we want to co-oper­
ate with you at all times to make your
business better—not only your watch
business, but in every department of
your store. We want you to feel free
to call upon us at all times.
30
Gruen
Verithin
Very-Verithin
Octathin
Ultra-Verithin
Ultrathin
Dietrich Gruen
H ig h es t p er fe c tio n a tta in a b le in gra d es
m arked " P recisio n ”
Herbert Spencer
Lady Gruen
D. G . S.
Premo
Community
Congress
Ultra
31
GRUEN VERITHIN
“The Watch Beautiful”
“ The Beautiful Gruen”
“Fits your pocket like a silver dollar”
“ The most exquisite watch made”
T h e s e are the c o p y r ig h t s lo g a n s o f the
G ru en W a t c h M fg . C o. T h e y w e r e o r ig in ­
ated fo r u s in th e national a d v e r tis in g o f
the G R U E N V E R I T H I N W a t c h - t h e first
w a tch a d v e r tis in g in w h ich b ea u ty w as m ade
the d om inant sales appeal.
“ Oh! how beautiful!”
T h is is the e x c la m a tio n that se e m s to c o m e
in v o lu n ta rily fro m e v e r y b o d y to w h o m the
V e r ith in is s h ow n .
I t has th e ch a rm w h ic h c o m e s fro m p e r f e c t
d e s ig n in g , lik e the ch a rm o f a T a n a g ia stat­
u e tte . I t has that e fficien t, “ p r e c is io n ” look
w h ic h m a k es m en call a m a ch in e “ a b e a u t y .”
I t has, in sh ort, an e v e n g r e a te r cla im to
that title e a rn ed b y the G ru e n V e r it h in —
The M o s t B e a u tifu l W a tch in A m e r ic a .”
ih
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il
24 grains =
20 dw t.
°z .
=
Sfd ln w e ig h in g s ilv e r ,
12
33
64
64
64
I lf
1
9
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N ew
M e tric
W e ig h t
O ld
W e ig h t
U jz
u too
tv *
N ew
M e tric
W e ig h t
CThe most beautiful watch ir\Jhnerica
\
W eights Used for Precious Stones
Old 64ths with M etric Equivalents
O ld
W e ig h t
Qmm VeithinWatch
CARATS
O ld
W e ig h t
SLOGAN S
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1.03
2.05
3.08
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'
1 dw t
1 oz.
1 lb.
g o l d an d p la tin u m .
Consumer-Acceptance
Attitude
N ationa l A d v e r tis in g w h ic h d o e s not cre a te
litera l, p o s itiv e d e m a n d , cr e a te s s o m e th in g
alm ost as g o o d ;— a m en ta l attitu d e o f a c c e p t ­
a n ce, an u n s p o k e n p r e fe r e n c e fo r th e a d v e r ­
tised a r tic le , a s u b c o n s c io u s c o n fid e n c e in its
m erits b e c a u s e a m a n u fa c tu r e r h as b a c k e d it
w ith his rep u ta tion and his m o n e y .
T h e D o c t r in e o f C o n s u m e r -A c c e p t a n c e r e ­
v e a ls to the reta iler that he ca n m o v e a d v e r ­
tised g o o d s fro m his s h e lv e s in to the h a n d s o f
his c u s to m e rs w ith le s s se llin g e ffo r t, and c o n ­
se q u e n tly le s s se llin g c o s t, than is r e q u ir e d to
m o v e a c o m p e t in g a rticle w ith w h ic h th e c o n s u m e r has n ot a lrea d y b e e n m a d e fa m ilia r b y
a d v e r tis in g .
T h is is n ot a t h e o r y ;— it is e x p e r ie n c e .
G e n e r a lly n o a r g u m e n t at all is r e q u ir e d to
sell the a d v e r tis e d a rticle , and o fte n it w ou ld
b e s e le c t e d w ith the r e m a r k ;—" I ’ v e read
abou t that m a k e .” o r, " Y e s ; that has a g o o d
rep u ta tion and 1 think it is a b o u t stan dard.
T h is is c o n s u m e r -a c c e p t a n c e , and w h e n the
re. ailer u n d e rs ta n d s that it is th e r e to appeal
to, h e is natu rally g o in g to d o his part o f the
w ork and c o m p le t e the sale. In ste a d o f la b o iin g u n d e r the fa lse e x p e c t a t io n that b ig a d v e r ­
tisin g b y the m a n u fa c tu r e r w a s g o in g to d r iv e
c u s to m e rs to his store w h o w o u ld dem and the
a r tic le by nam e alm ost the m o m e n t th e y e n ­
te r e d the d o o r , the retailer has c o m e to a r e a l­
ization that he m ust ex e r t h im s e lf to c o m p le te
the c o n n e c t io n b e tw e e n the m a n u fa c tu r e r s
a d v e r tis e m e n t and his o w n ca s h -d ra w e r.
34
The Pride of Man
You cannot take away from man
his pride-the satisfaction that comes
from possessing the real thing, the
masterpiece, the one out of the ma y
that public opinion has electe
that proud eminence. It is a sati faction to own sterling instead of
plate, mahogany instead of veneer,
diamonds instead of paste, pear s mstead of imitations.
The great popular mind has fixed
the place of the “ Gruen Verithin.
To everyone who wears a fine watch
or who ever expects to, the G ruen
has become his ultimate standard.
The reason is not far to seek. The
G ruen is a work of a rt-n ot mere y
a work of mechanism. It is built to
meet an ideal. That ideal, steadily
maintained and constantly pursue ,
has resulted in a greater success than
any policy of expediency or oppor­
tunism could have produced.
35
Catching the Manufacturer’s
Advertising Dollars
A d v a n ta g es of Co-operating with W orthy
Advertisers
W h e n the m a n u fa c tu r e r has p u b lis h e d his
a d v e r tis e m e n t he has s im p ly b r o u g h t the c o n ­
s u m e r s to the d o o r o f the je w e lr y sto re . H e
hasn t b r o u g h t them in, he c a n ’ t b r in g them
in, and th ey are n ot g o in g to c o m e in — as the
resu lt o f that a d v e r tis in g —u n le ss the je w e le r
p r o c e e d s to let him k n o w that his is the sto re
w h ic h th e m a n u fa c tu r e r w as ta lk in g abou t.
Tt is n ’ t e v e n n e c e s s a r y that th e je w e le r b e
th e e x c lu s iv e r e p r e s e n ta tiv e o f the m a n u fa c ­
tu r e r . borne lin es are p la c e d o n that basis,
and o th e r s are d is trib u te d g e n e r a lly . A t any
rate, the je w e le r w h o s ees the m a n u fa c tu r e r
s p e n d in g th ou sa n d s o f d olla rs in the p e r io d i­
c a ls w h ic h r e a c h his c u s to m e rs o u g h t not to
hold b a c k b e c a u s e his is n ot th e o n ly store
w h ic h is a b le to s u p p ly th e d e m a n d that is
b e in g c r e a te d .
I f he g o e s ahead and s p e n d s a sm all fr a c ­
tion o f th e am ou n t w h ic h the m a n u fa c tu r e r
has in v e s te d a lrea d y he in s u r e s g e ttin g s o m e
o f the b u s in e s s w h ic h the latter has stirre d up
fo r him . I f he d o e s n oth in g he w ill g e t v e r y
u ttle
th e re is n o rea s on w h y he sh ou ld.
A n d if he alon e o f all the sto re s w h ic h are
c a r r y in g the g o o d s in his tow n has the n e r v e
to fea tu re the a rticle in his w in d o w , and in his
n e w s p a p e r a d v e r tis in g , h e is su re to g e t the
lion s share o f th e b u sin ess on that a r tic le , ir ­
r e s p e c t iv e o f h ow m an y o t h e r sto re s m a y h ave
it in s to c k .
T a k e the situ ation in an allied field w h e r e
ta lk in g m a ch in e s are sold b y d o z e n s o f d e a le rs
in e v e r y la r g e c it y . E v e r y b o d y w h o sells a
ce r ta in m a k e o f these g o o d s a d v e r tis e s the
ta ct, and c o m p e titio n is ba sed o n s e r v ic e , c o m ­
p le te n e s s o f s to c k s , e tc.
36
S o that the d e a le r w h o a d v e r tis e s b e c o m e s
k n o w n as th e ™anufacturer s p rin cip a l d is ­
tribu tor in his c o m m u n ity .
t h e line
w h e th e r o th e r c o n c e r n s are h a n d lin g the line.
O f c o u r s e th e o b je c t io n m ig h t b e m a d e that
w h en t h e l e w e l e r a d v e r tis e s the n a m e o f the
m a n u fa c tu r e r h e is s p e n d in g m o n e y to b o o s t
the tra d e m a rk o f the m a k e r in s te a d o f to inthe n re s tig e o f his o w n s to r e , . ^ u t , as
r ™
O
T . ' w h a t the - - b a n t » in te r ­
ested in is m a k in g sales, and if th e p u b lic ity
o f the m a n u fa c tu r e r has m a d e th e m h altw a y
and the je w e le r can c o m p le t e th e m b y d o in g
a little lo ca l a d v e r tis in g o f his o w n . h e ca n
h a rd ly afford to w o r r y a b o u t-th e b o o s t w h ich
the tra d e m a rk is g e ttin g .
A s lo n e as th e je w e le r is h a n d lin g a lin e
the m o r e w id e ly a d v e r tis e d it is, th e b e t t e r o
h im . T h o s e
w o u ld c n t w is e A h e p o lic y ot
ro -o n e ra tio n m ig h t say that a fte r b e c o m in g
known as a d is trib u to r o f a ce r ta in b ra n d o f
g o o d s th e de a le r m ig h t lo s e th e a g e n c y a
then w o u ld h a v e d o n e all his w o rk {o r " “ th in eB u t, aside fro m th e fa c t that
are the b e s t ju stifica tio n fo r th e pla n
_ ca? “
in g in on th e m a n u fa c tu r e r \ e x p e n d it u r e s tor
a d v e r tis in g , it is c e rta in ly tru e ‘ hat a g e n c y
c o n n e c t io n s are seldom b r o k e n w h e n th e y r
m ain m u tu ally satisfactory, and the je w e le r
w h o c o -o o e r a t e s in this r e s p e c t w ith th e m a s e r
o f the a d v e r tis e d lin e is ce r ta in ly w o r k in g tocr e a te s a tisfa c to r y co n d itio n s w h ic h w illU n
sure p e r m a n e n t and a g r e e a b le re la tio n sh ip s
to the en d o f th e c h a p te r .
I t is o b v io u s ly a m u tu al p r o p o s itio n all a lo n g
the lin e
T h e je w e le r w h o is n a r r o w and takes
a n u re lv selfish v ie w p o in t o f th e p r o p o s itio n ,
sa y in g to h im s e lf th atr h e w ill let th e m a n u fa c ­
tu re r c a r r y the b u r d e n and that he
in w h e n e v e r h e ca n d o s o w ith o u t e x p e n s e o r
in co n v e n h a n ce , is not g o in g to make e n o u g h
o u t o f the ge n e ra l c a m p a ig n o f the m a k e r to
w o rr y abou t.
who
37
su ® 11^ b e i n t e r l S £ etf u b ! i ' in his > » ™ U
the m a n u f a c t u r e ^ is d o n ^ adve/ ' ls in g " h ich
th e fa c t that the o n ly w i t t
” d a p p re c ia te s
terest in to sale ic f^y „~ ay to c o n v e r t this inm a n u fa c t u r e r ’ s a d v e r t i s in g h^i™8'p f w ith ,h e
pt ‘: kr
M OTTO
tl,atr
a b ly , m ^ d ^ t h e 'c S n s u m e ^ wanetr thaS' p r e s u m '
c o m p le t e d u n less the ir^ V i
Sa e c a n n o t be
a d v is e s th es e in te re s te d n ‘ e- S^ PS " and
1S the s to re w h e r e the lit?*°-SpeCtS- f iia t ^ ‘ s
n atural w a y to d o t h i i il h !S C a rr,e d - T h e
P a p er a d v e r tis in g , b y w in d o w r t l n T ° f ” 5 T S‘
u s in g the fo ld e r s in it ';.ln a ° ' v d is p la y s and by
fo r d ir e c t a d v e r t i s i n l P$
** are fu r n is h ^
38
of the G ruen W a tc h activities,
both here and abroad
TO DO THE RIGHT THING,
at the right time,
in the right way;
to do some things better than they were ever
done before; to eliminate errors; to hnou
both sides o f the question; to be courteous;
to be an example; to work f°r love o f the
Work; to anticipate requirements; to develop
resources; to recognize no impediments; to
master circumstances; to act from reason
rather than rule; to be satisfied with nothing
short o f perfection.
39
M EM ORANDUM
M EM ORANDUM
memorandum
This D ia r y belongs to
I j y o u should f in d it kindly retu rn it to
th is a d d ress:
o r else telephone