4

ONLY FIXED RETAIL PRICES GIVEN

lan

Feb

Apr

.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

5 6 8 910 11 121314 15 1617 18 19 20 2122.23.2425.26 27128,.. . . . . . . . . . . . . 1 2 341 5! 61 7 81 910

11 12 1314151617 18 19 20 21 22 23 2425.26 27 28,29.3031

May'

il 28! 9

1516 22 23 29 30

6! 7 1314 20 21

4 5 6 7 1112 1314 18192021 25126,27 28

21 3; 4 5 9 1011 12

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

2 2 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 1819 20 21 22 26(27 28 29

23 24 25 3031 . . . . . . 1 6! 7 8

13 14 1521 3 4 5 9; 10 11 12

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 202122 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 ..

The word “ Verithin” is widely advertised and copyrighted by us—therefore when a very thin watch is asked for, it means a Gruen.

This is “ Time H i l l ” in C incinnati—the 'new Am erican Home, service p lant and case factory

o f the

Gruen Watch Mfg. Co.* ‘ M akers o f the famous

G ruen W atches since 1874 ”In this establishment are produced the hand-wrought cases for the G RU EN 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 tch F a ctory P lant: M ADRE-BIEL, SW IT ZER LA N D

Canadian B ran ch :T O R O N T O , C A N A D A

D uplicate parism lw ays on hand .P rod u cts d istributed by the Sales Cp. d irect

thru abou t 1200 ag en cy jew elersTHE D. GRUEN, SONS & CO.

CINCINNATI, U . S. A .

CH R O N O LO G Y1874

DIETRICH GRUEN

1879GRUEN & S A V A G E

D . G ru en W . J. S avage

1892D. GRUEN & SON

D . G ru en F red G . G ruen

1897D . GRUEN & SONS

D ietrich G ruenF red G . G ruen G eorge J. G ruen

1900The D . Gruen, Sons & Co.

GRUEN W A T C H M FG . CO.D . G ru en , President

F red G. G ru en , G eorg e J. G ruen,Vice-President Secretary

1911F red G . G ru en , 'President

Frank W . G ruen. G eorg e J. G ru en ,Vice-President Secretary

“ He profits most who serves best”

2

The W hy and WhereforeW h y we have again issued the

Gruen Blue Book will be clear to you, we believe, after you have glanced over its pages.

First of all, is the attempt to ex­press 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, we 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 vest- pocket nearest your heart.

G R U E N W A T C H M F G . C O .3

VER

ITH

IN”

mea

ns s

ize

PREC

ISIO

N ”

mea

ns q

ualit

y

Retail “ IDEAL LIST” PricesGRUEN “ VERITH IN” M O DEL

A l l in pla in bascine cases a t these Prices N o. Gold Filled Cases100— V 5-F ull jew eled . 5 adjts. 25 y r — . . . . $25.101/4— V5- “ “ per U ltra .. 28.101— V4-17 jew els , “ 25 y r ............. 30.102— V4-17 “ “ per U ltra .. 35.103— V3-17 rubies P rec is ion “ . . 50.120— V2-19 “ P rec is ion “ . . 60.121— V l-21 “ P rec is ion “ . . 85.

Solid Gold104 F u ll jew eled 5 adjts. 14kt g o ld ............. $45.105 17 jew el 5 adjts. 14kt g o ld . 50.106 17 jew el 5 adjts. 14kt g o ld . 60.

F or Precision certiiica te see pages 23 and 24.107 17 rubies P recis ion 1 4 k tg o ld .. 75.108 19 rubies P rec is ion T 4 k tg o ld .. 85.109 19 rubies P recis ion 1 8 k tg o ld .. 100.110 21 ru b ies P recis ion 1 4 k tg o ld .. 100.111 21 rubies P rec is ion 18kt g o ld . . 125.112 21 rubies extra P recision IS k tg o ld .. 150.114 21 ru b ies extra P recis ion 18kt guinea 175. 116 21 rubies U ltra P recis ion 18kt extra . 200.

H u n tin g , $10 extra . G ilt d ials, $2 extra . L ou is X I V and L u m inous dials and hands, $5 extra .

GRUEN “ U LTR A TH IN ” M ODEL“ Thinner than the Verithin’ ’

113 19 rubies P recis ion I8kt gold . $160.117 19 rubies extra P rec is ion “ . 200.

“ U LT R A U LT R A TH IN ”115 19 rubies U ltra P recis ion 18kt............$250.

In Platinum $350 and upN o te :—M any w atch es are ca lled and sold as

P recision tim ek eep ers that are not. I f you want the v ery h ighest tim ekeep in g p erfection attainable look for the m ark Precision on the

/■movement— not m erely the m ark Adjusted.

5

RETAIL PRICESO N L Y IN THIS B O O K

ADJUSTED MODELS $25 to $ 6 0 guaranteed to com e within railroad time requirementsPRECISION MODELS *50 to $250 guaranteed to come within observatory time requirements, giving highest tunekeeping perfection obtainable THE DIETRICH GRUEN. *265 to*650 the w orld s finest pocket timepieceAt good jewelersW ritefor Vne Word from a Woman's Lips a booklet on watches and watchmaking every one should read before buying a. tim epiece

THF. GRUEN WATCH MFG CO.T IM E H ILL C IN C IN N A T I, OHIOFactories. Cincinnati and rtadrc Biel.SwitwrUni

Canadian Branch. TorontoDUPLICATE PASTS 10 BE HAD PROMPTLY THROUGH GRUEN DEALER

EVERYWHERE

6

4

i

'

i19 R U B Y JE W E L E D V E R Y -V E R IT H INFor 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 stand­ards 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.N o. V V 5 0 —U ltra quality gold filled case. $50.

(wears better than 25 yr.)N o. V V 7 5 —14kt solid gold c a s e ................ 75.N o. V V 1 0 0 —18kt solid gold c a s e ................ 100,

All cases made in regular or green alloy.L ou is X I V raised gold letter dial, $5 extra ,

A countersigned certificate of real value in the box, guar­anteeing this watch under the “ Gruen-Special-Service- Systein."

A

New No. 2 4 4 14kt Green-Gold M odel, $50.T h e fam ous green -gold used by the ancient

G recian s and E g yptian s in m aking their rich jew e lry —the G old o f C h aracter—hitherto o b ­tainable on ly in very h igh est-p riced w atch es, m ay now be had in a genu ine 17-jewel adjusted to 5 positions, V 4 G ru en V erith in . T h e gold case is solid 14kt g reen -gold all the w ay thru. Its richn ess and the quaint O ld I vory dial en ­han ce the beau ty o f the V erith in design to a m arked d eg ree . 244L. L ou is X I V dial. $55*

W ith Precision grade m ovem en t:244B 17 rubies P rec is ion V 3 ...........................$75.244C 19 rubies P recis ion V 2 .............................85.244D 21 rubies P rec is ion V } .............. 110.244E 21 extra rubies P recis ion V E ...............150.A n y with L o u is X I V plat, or gilt dial, $5m ore.

T h e w atch w ord o f jew elers should be Everybody Needs a New W atch

8

N ote that the second hand, as in every Gruen Verithin, is at the b o t to m of the dial, indicating a full size movement.

New O C T A T H IN Model

G4 U ltra Q uality , gold filled, regu lar orgreen alloy (w ears better than 25 yr.) $40.

G44 17 jew el. V4 m ovem en t (see page 10)Sam e in h eavy 14kt solid gold 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:0 4 3 17 jew el P recis ion , 14kt g o ld .... $90.G42 19 jew £l P recision , 14kt g o ld ............. 100.G41 21 jew el Precision , 14kt g o ld ............. 125.0 4 1 X 21 jew el E xtra , 14kt g o ld ................... 165.

E x tr a heavy green g o ld 14 kt, $10 ex tra . Louis X I V d ia l, raised g o ld figu res, $5 ex tra .

9

No. 284W IT H N E W LOUIS X IV DIAL, $40 .

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 RU EN V E R I- T H IN , V4-17 jewel, adjusted to five positions, temperature and isochronisin—the thinnest durable watch made in America and Switzerland.

The case is Ultra Quality Gold Filled (which w ears bet­ter than a 25 year). 284A, IN 14KT CASE, $65.

With E X T R A -Q U A L IT Y PRECISION grade move­ment, 14kt case:284B, 17 rubies, V3, $80. 284D, 21 rubies, V I ,. .. $115.284C. 19 rubies, V2 , 90. 284E, 21 extra rubies VE , 150.

10

Description “Verithin size” movements Open and Hunting, American

pendant setV E —21 J E W E L S E X T R A 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 pre­cision steel escapement, stop guard, poised fork, gold’train, patent regulator, extra finely finished in all details, accu­rately 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 rubyjewels, etc., same description as V E , excepting the details of finish and adjustment. Adjusted to all positions, tem­peratures and isochronism.

V 2 - 1 9 J E W E L S P R E C IS IO N . Fine rubyjewels, 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.

*"■ V 3 —17 .J E W E L S P R E C IS IO N . Fine ruby jewels, description same as V2, except no capped escape ; adjusted to temperatures, isochronism and all positions.

V 4 —17 J E W E L S . Center jewel in red gold set­ting, adjusted to five positions, temperatures and isochron­ism. It has every known improvement, such as double roller, visible steel escapement, patent regulator, time adjusting screws, Breguet hairspring, compensating bal­ance, safety sliding click, finest hardened materials.

V 5 —F U L L J E W E L E R . Adjusted to five posi­tions, temperatures, double roller, visible steel escape­ment, patent regulator, Breguet hairspring, compensating balance, sliding click.

A ll o f ab ove m ovem ents are genu ine G ruen V erith in s , the th innest, durab le, accurate w atch m ade in A m erica and Sw itzerland , m ade p ossib le by the patent in verted w heel train system w h ich all have. F or p er fect w orkm ansh ip and reliability a's an accurate tim ek eep er, w e , as m anufacturers, guarantee this w atch in ev ery part and ev ery w ay.

11

The Dietrich GruenA new thin model watch pronounced by jewelers and horological experts to be

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 Crafts­man.

18K-PRICES A T R ETAIL:

$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

12 SIZE GRUENThis is a complete watch, known

as the regular American thin model, 12 size, for men.

Prices are retail for Open-face en­amel dial.

Hunting in filled, $2; 14kt, $5 to $10 more.200 17 jew el 5 adjts. 20 y r . ......................... $22.201 17 jew el 5 adjts. 25 y r .............................. 25.212 21 jew el P recis ion 25 y r ........................ 50.204 17 jew el 5 adjts. 14kt................................ 50.205 17 jew el 5 adjts. 14kt h e a v y .................. 50.206 21 jew el 5 adjts.. 14kt h e a v y ............... '5 .213 21 rubies P rec is ion I4kt h e a v y .......... °5-207 21 ru bies extra P recision i4k t........... 10°-208 21 rubies extra P recision i8 k t........... 125.209 21 rubies N o . 10 extra P recision i4kt *50.210 21 rubies N o. 10 extra P recis ion isk t 175.

16 SIZE300 17 jew el 5 adjts. 20 y r ............................ $22.312 21 rubies P rec is ion 25 y r ...................... 50.313 17 jew el 5 adjts. 14kt.............................. 55.307 21 ru b ies P rec is ion i4k t...................... 90-308 21 rubies P recision i4kt h e a v y ....... 10°-310 21 rubies N o. 6 extra P recis ion i4kt 150.

12 and 16 SIZE Movements Onlyboth in Open and H unting:

Adjusted to positions, temperatures, isochronism.325 17 jew e l 5 adjts.......................................... $18-326 17 rubies P rec is ion ................................ 32.327 21 jew el 5 a d jts .......................................... 35.328 21 rubies P recis ion ................................ 45.329 21 rubies extra P recision .................. 70.

O th er grades are m ade not listed here.0 SIZE m ovem ents only in 17 jew el adjt.

13

Genuine “ Gruen ” Wristlet

StyleW ll

REAL TIMEKEEPERS—NOT JUST JEWELRY

Gruensare made with all that skill in small watchmaking for which the name Gruen has become famous. The repu­tation for precision timekeeping won by the Gruen Veri- thin Watch is your guarantee of real timekeeping qualities in Gruen Wristlet Watches.

D uplicate m aterials alw ays on hand, in su rin g repairs in case o f accident.

W e do not use 20 year filled bracelet heads as we believe they will not wear satisfactorily on the arm—owing to per­spiration.

Values Guaranteed UnequaledM any other sty les alter these prices

R etail p rices, white or gilt dial25 year gold filled head and bracelet

F or W ristlets sellin g a t $12.50 to $35.00 see Pages IS-19.

723 15 jew el adjusted W l l ........................ . $25.14kt head and bracelet

791 15 jew el adj. W l l % ......................... 30.728 15 jew el adj. W l l 5^.......................... 35.729 15 jew el adj. W l l / £ ......................... 40.730 15 jew el adj. W l l ..................................’ .* 45.’839 15 jew el adj. G reen G old,

L ou is X I V d ia l................. 50.740 15 jew el adj. E n g r a v e d ................. 50.743 15 jew el adj. Short L in k s .............. 50.741 15 jew el adj. W 83.............................. 55.732 15 jew el adj. W h ite G o ld ........................ 65.738 18 ru b ies P recision W l l ........................ ’ 75.

14

742 18 rubies P rec is ion W l l -----$100.745 15 jew el adj. W l l .................... 100.748 15 jew el bezel w ith diam onds 1 25 .

18kt head and bracelet749 15 jew el adj. W l l .................. 85.750 18 ru b ies P recis ion W l l ----- 110.751 18 ru b ies P rec is ion W l l ----- 150.

Platinum head and braceletSell from $200. to $350.W ith diam onds 275. to 750.

O C T A G O NM ade to retail at $25, $35. $50, $65,

$7-5, $100, in w ristlet and con vertib le form . O th er od d shapes in silver, gold and platinum .

Silk Ribbon WristletsM ade in all sty les to retail from

$25 up, in gold tilled and 14kt solid gold , in regu lar, green and w hite gold a lloys, also platinum .

G reen and w hite gold are not co lors but a lloys.

Shapes: square, ova l, octagon ,tonneau , bascine and others.

JEWELSN um ber o f jew els is not alone in d ic ­

ative o f quality, but better quality o f materials and m ore accurate Pre­cision Adjustments o f each grade is w hat m akes the d ifferen ce in price betw een the grades.

15

GRUEN “ Convertible” WRISTLETSF or Convertibles selling; at $12.50 to

$30.00 see pag;es 18-19.C io 15 jew el ad j., all 25 y r .. •$25.

30.35.40.40.45.

C90 15 jew el ad j., all 14k t___Cl7A 1 ̂jew el adj., all 14kt . . . .Ci6~ 15 jew el 14kt L ou is X I VCIS 15 jew el adj., all 14k t___C19 15 jew el adj., all 14k t___C48 15 jew el adj., all 14kt en era v . 50 C839 15 jew el adj., L ou is X I V

dial, green g o l d . . 50C28, 15 jew el adj., all 14k t.............. 55]C21 18 jew el P recis ion , all 14kt . . 75* C22 18 jew el P recision , all 14k t. .joo.

Gruen O C T A G O N ConvertiblesC723 15 jew el adj., all 25 y r ........ 25.C753 15 jew el adj., all 14kt.......... 35.C729 15 jew el adj., all 14kt......... 40’C730 15 jew el adj., all 14kt..........45̂C8390 15 jew el adj., L ou is X I V

dial, all 14k t.. 50.

Outing and Military Watches 17 Jewel Adjusted M en’s

Strap WristsN ic k e l..................................19.ooS i lv e r ................................ 20 00G old filled ........................233X)S ilver p la t in ize d ..........25.00S ilv . plat.. R adiu m dial 28 50 S ilver Pat. P aris S q . . . 25^00 S jlv . plat., R adiu m dial 28.50 S jlv er Squ are 11 '" , 15 j. 30.00 S ilv . R a d . Sq . 11 " ', 15 j . 32.50

---------- S ilv . R a d . S q . l l" M 7 j .3 5 .0 0M 5 7 X R S ilv . R a d . Sq. 11 '" , 17 j - 37.50M55 14kt S olid G o ld ................ 45.00M544 14kt S olid G old S q ____75.00

W h y not sell a watch for every occasion?

16

LADY GRUENChatelaine Plain

F or Chatelaines sellin g at $12.50 to $25.00, seepages 18-19.

404 15 iew el adjusted 25 yr . H t g ..............$22.50

4®8 15 ’jew el adjusted U k t . ' . ' . .................. 35 00410 15 rubies P recis ion 14kt......................... 42.004H 17 rubies P recis ion 14kt ........................ 50.00413 19 ru b ies P recision 14kt........................ 65.00415 19 rubies P recision 18kt........................ ,nn'nn417 18 ru bies P recis ion 18kt........................ }°0.00418 18 rubies P recis ion 18kt........................ 125.00

y D iam onds in P la tin u m ..............up to 750.00

W e m ake chatelaines in en g ra v ed , carved and diam ond d ecora ted cases. E n am els for sautoirs.

“ LADY GRUEN” 0 SIZE Hunting603 17 jew el adjusted 20 y r .......................... 20.00600 17 jew el adjusted 25 y r .......................... 25.00601 17 jew el adjusted 1 4 k t ................ ••••• 35-00602 17 rubies P recision 14kt........................50.00

T h e d ifferen ce betw een an A m erican -S w iss G ru en and a d om estic A m erican w atch co m ­pares the sam e as a Panam a hat w ith an A m erica n hat, or an orienta l ru g w ith a d o ­m estic one. G R U E N w atch es have been on the m arket 43 years.

17-

Watch Specialties Co.’s Linemade under D .G .S . guarantee mark

“A good watch at a low price ”The watches im ported and sold in th is depart­

ment are not made in the factory o f the G ruen W atch 'Co., but by contract and special su pervi­sion under the G ruen guaran tee and service.

D l 7 jew el N ickel 12 size O .F ......... $5.50D 2 7 jew el S ilver 12 size O .F ........ 7*59D 3 7 jew el 20 yr. 12 size O .F ......... g ’ooD4 17 jew el adj. 20 yr. 12 size O .F ......... 15.00DlO 17 jew el adj. N ick el 12 size O .F ......... 10.00D l2 17 jew el adj. 20 yr. 16 size O .F ......... 15^00D 5 17 jew el adj. 25 yr. C ol. S e r ...............i s ’ooD 6 21 jew el adj. 20 yr. 12 size O .F ......... 2o!ooD 7 21 jew el adj. 25 yr. Col. S e r ............... 25.00

H u n tin g , $2.50 extra.

MEN’S WRISTS, Outing WatchesD l3 15 jew el S ilver, 13 l ig n e ...................... 9.00D 13R 15 jew el S ilver, “ L u m in ou s dial 10.OO

STRAP “ WRISTLETS” for Ladies772 7 jew el G un-m etal, s tra p .................. 8.50773 7 jew el S ilver, strap .........................lo!oO774 7 jew el 25 yr. filled, s tra p ...................12.00775 7 jew el S ilver O cta gon , strap ..........12.50

(Sam e in ( 'ha tela ine)

SILVER WRISTLETS763 7 jew el S ilver b r a c e le t .....................11.50761 7 jew el S ilver enam el b ra ce le t . . . .12.50C l lS 7 jew el S ilver C o n v e rtib le ..............12.50C12S 15 jew el S ilver C o n v e r tib 'e ............. 15.00C13S 15 jew el Sil ver C o n v ertib le ..............18.00M any others in S ilver, N ie llo d ecora ted cases.

18

W . S. Co. Departmentsold under Gruen Guarantee

D. G . S. “ CONVERTIBLE” W R ISTLETSC ll 7 jew el, all 25 y r ...................................... $12.500 2 15 jew el adj., all 25 y r ............................ 15.000 3 15 jew el adj., all 25 y r ................................ 18.00C20 15 jew el adj., all 25 y r .............................. 20.00C25 15 jew el adj., all 1 4 k t.............................. 25.00Cl4 15 jew el ad j., all 1 4 k t.................................30.00C l7 15 jew el adj., all 1 4 k t.................................35.00

D . G . S. “ GENUINE” W R ISTLETS25 year gold filled head and bracelet

699 7 j e w e l .................... 12.50698 15 jew el W l l .................................................. 15.00702 15 jew el adjusted W l l ...............................18.00722 15 jew el adjusted E n g r a v e d ...................18.00

14kt head and bracelet807 15 j e w e l ........................................................ 25.00731 15 jew el adj. W l l V i .................................... 30.00

O C T A G O N S^€702 15 jew el adj., all 25 yr. C on vertib le . 20.00

C713 15 jew el adj., all 14kt C on vertib le ... 35.OOS702 15 jew el adj , 25 y r ., silk r ib b o n -----20.00S713 15 jew el adj., 14kt, silk r ib b o n ..........30.OO

M ade plain and en graved .SILK RIBBON W R ISTLETST o sell for $15, $18, $20, $25, $30.

NURSE (Sweep Second) W A T C H E SN l7 15 jew el adj.. S ilver C hatelaine--- 15.00M is 15 jew el ad j., 25 yr. C h a te la in e ----15.00N19 15 jew el adj., 14kt C hatela ine........ 25.00NC13 15 jew el adj., 25 yr. C o n v e r t ib le .. . 20.00NC25 15 jew el adj.. 14kt C o n v e r t ib le ----30.00776 15 jew el adj.. S ilver Strap ...............15.00

CH ATELAIN E PLAIN400 15 jew el steel or s i lv e r .............................. 12.50401 15 jew el steel or s i lv e r .............................. 15.00422 15 jew el 25 yr. filled .................................. 15.00402 15 jew el 25 y r .................................................. 17.50403 15 jew el 25 y r .................................................. 20.00405 15 jew el 14kt .............................. : ............... 25.00

E n graved filled reta il $1.50 ex tra 19

Two important things to look for in buying any thin watch

1. —O pen the back and see that the inside d ou b le p ro tection cap is there, as here show n.

2. —S ee that the secon d hand is dow n at the bottom o f the dial, to insure gettin g a proper full-size m ovem en t to fill out the entire inside o f the case, nam ely , a m an ’s size w ork s in a

. m an’ s size case.

M an u factu rin g m erely a thin w a tch —A nd m anufacturin g a thin w atch that is

h ighly accu rate and du rab le—A re tw o entirely d ifferen t m atters.

Y ou w ant a thin m odel o f course, but you w ant the thinness in the m ovem en t, not m ade thin at the expen se o f durability and a ccu ra cy , by leav ing out the inside dust cap , or by using a ch eap m akeshift, on e-h inge cup case, that has on ly one snap to hold it togeth er and no cap to protect the m ovem en t. O th ers are m ade to appear thin by inserting a sm aller m ovem en t (o ften a lad ies ’ size) w ith a large, ou t-o f-proportion , spread dial in a m an ’ s size case.

T h ere is on ly one w ay to m ake a w atch ^ ^ c a j ly t h in . and that is as invented in the

V E R 1 T H I N ” (sh ow n on page 4), w hich is the on ly genu ine thin m odel m ade; that is not a th ick w atch cu t dow n to m ake it thin.

L20

Jewelers’ Watch Repair Department

The Cornerstone of Your BusinessA few frien d ly suggestions to m ake it profit­

able. E m p loy w atch m akers o f g ood ability, paying them w ell, then insist on having b e fore you a positive sch edu le o f p rices, arranged on a profit-m aking basis.

S ell you r w ork as you do merchandise. I f a w atch n eeds a balance staff, a hole jew el clea n in g , tw o plate screw s and a case s crew , and the total o f these ch arges should be $6.25,

g?et that 25 cents you are entitled to. \ o u i ia v e earned it, and if you sell you r w ork your custom er will glad ly pay fo r it. In arranging this sch ed u le he sure to incre se the cost o f 11, 10 or 9 lign e w ork 25% and 8 o r 7 lign e 50% h igh er than for the 12 and 16 size w ork . It costs m ore to do , and you are justified in m aking this additional charge .

L e t us su ggest these rules w h ich , if adhered to, will d issipate m any o f ou r repair counter trou b les: F irst, n ever m ake an offhand esti­m ate on repairs. In sist on an estim ate based on a thorough exam ination . A g ree on a price b e fore the w ork is d on e. N ever ask a w om an if she has d rop p ed her w atch , but be positive to ask her if she has drop p ed it m ore than once. T h e rep ly will invariably be O nly o n c e .”

Insist on sufficient tim e to d o first class w ork and allow for a sufficient regu latin g period . W h en you r cu stom er calls at the ap ­pointed tim e, have the w atch ready for him . D o n ’ t d isappoint.

21

GRUEN » ° nut-!ee GlassesREG ULAR LENTILE

% W here the hands rub *>. on the lentile glass

troub,e an,< should nevet he used on y •n,cn b thin m°del or small ladies’ Wristlet watches.

Trade D O U BLE LENTILE Mark

! Here is the double curve at the outer edge, where it

Lets the hands pass freely”without using any higher glassW atch m ak ers know the difficu lties they

en cou n ter and their tim e con su m ed to reg u ­lf, w atch es on accou n t o f im p rop er shaped glasses. \\ e had this special g ro u n d g lass m ade, not to get into the glass business, but to render a service; to insure satisfaction in our w atch es by having these p rop er g lasses used as it seem s no on e handled such a g la s s —only at special ground p r ices , p roh ib itive for g en ­eral use.

I o get ou r dea ler ag en cies to stock and use them genera lly for all m akes o f w atch es, we have set the prices the same as the ord in ary len tile nam ely : $1.25 per dozen or $15 per gross — w ith a cab inet box .

M a d e in all sizes from5-8/16 •(=----------& to 19-8/16.

r .S " 1;,1 ? ros? ? ssorted for m en that willfnr8?a ? f th,112. S1ZM 4 L 2 '_ o l ,r 1 Bross assortedtor lad .es that will fit 90s; o f the W ristlets that com e into your store to he fitted. It 's economy ana service.. s.e,ul a t.rial or‘ Ie«' direct, or thru your jobber.’ laranteed satisfaction to you, or can return them.

— G R U E N N A T IO N A L W A T C H CASE CO.22

Guarantee and Permanent Registrationunder the

Gruen Special Service Systemfor Precision Grades only

Every "G R U E N ” watch in class trade marked "P R E ­CISIO 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 IS IO N ” ) come inside of what is regularly known as accurate Rail­road time.

A11 P^I'-CISION” grades are sold under the G RUEN S. S. SYSTEM 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 IS IO N " grades necessarily limits the production, because of the special care each watch receives, thus enabling us to give this extra guarantee service.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.

All rights reserved by TH E GRUEN WATCH M f g . Co .

23

Factory Guarantee CertificateWhich is sent, with every Precision Watch

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 RUEN-PRHCISION ” a foreign- American watch—made under American ownership. It is the product of the best in American methods, the machine- made 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 improve­ment 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 RUEN " agencies everywhere, insuring prompt repairs in cases of accident.

Highest timing perfection is attained in these ‘ ‘G R U E N ’ ' grades marked PR HCISION. ’ ’ These grades have achronometer style balance with solid gold screws; a de­tachable 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 EN -PRECISIO N ” has a double steel roller ; hand-finished visible steel escapement with poising arms; 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, adjust­ments (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 manu­facturers, guarantee this watch.

GRUEN WATCH MFC. CO.Cincinnati, U .S .A .

Name of Agency That Made Sale(Both signatures attached.)

Copyrighted.24

A Word on the Cleaning of WatchesA lm ost any watch 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 exam- ined 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 bear­ings, has more power, carries more oil, is not nearly as likely to be dis­turbed 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 guaran­tee the performing of each.

Should be We guarantee Size of Watches overhauled and the watch

re-oiled every work forM en ’ s 18-16-12 V erith in 18 m os. 12 m os.M e n ’s R . R . w atch es 12 m os. 12 m os.L a d ies ’ 13-12-11-10 lign e 15 m os. 12 mos.L a d ies ’ 9-8 ligne 12 m os. 8 m os.L a d ies ’ 7-6 lign e 6 m os. 6 m os.

Above is printed on a small card for display at watch counter and furnished to any dealer.

25

¥ T

A New Service

W h en the sale is m ade, you (the jew e ler ) are to sign this fa ctory certificate , then send it in for our signature. W e m ake a perm a­nent record o f the w atch and return the c e r ­tificate to you d irect, for d eliv ery to you r cu s ­tom er, p rov id in g our re cord s show the oil in the w atch has not b ecom e old , by having been out too long.

B y this system the w earer re ce iv es a double guaran tee, becau se on ly in this w ay can we guarantee the w atch , and tell that this w atch has been sold by a G ruen jew eler or w a tch ­m aker in first-class order.

See the countersigned certificate of real value in the box, guaranteeing this watch under the

‘ ‘Gruen-Special-Service-System.”

Requirements for a Kew Ob­servatory Class A CertificateW orld’s oldest leading time authorities

Class A certificates are granted to w atch es w hose p erform a n ce is such that—

1. —T h e average o f the daily departure from the m ean daily rate, during the sam e stage o f trial, did not ex ce e d tw o secon ds ev ery 24 hours in any one o f the eight stages.

2. —T h e m ean daily rate w hile in the pendant up position d iffered from the m ean daily rate in the dial up position by less than five s e c ­onds, and from that in any other position by less than ten secon d s for ev ery 24 hours.

3. —T h e m ean daily rate w as a ffected by ch an ge o f tem perature to an am ount less than 0.3 o f a second per 1 d egree F .

4. —T h e m ean daily rate did not ex ce e d ten secon d s w hile in any position for any 24 hours.

C lass A requ irem en ts are such as is usually ex p ected from very h ighest grades o f finest m akes o f w atch es and at rest in a quite fixed position .

A ll m achines have errors and in accu racies the sam e as w atch es, but unlike m ost m a­chines the w atch records and acknowledges its mistakes, and rece iv e s the least attention.

"R e -o i l and clean a w atch ev ery 18 m on th s .” 27

✓

OFFICIAL CONTROLMENTfor the

Rating of Watchesby the Swiss Government

To obtain a first-class time-keeping certificate, the watches must perform within the following limits:

(rt) T h e m e a 1 daily rate, in horizontal and vertical positions, pendant up. am bient tem ­perature o f the ratin g-room , m ust not ex ce e d ~r 10 secon ds.

ib) T h e m ean variation o f the daily rates, in horizontal and vertica l positions, pendant up, am bient tem perature, m ust not ex ceed 4 seconds.

(c) T h e greatest d ifferen ce betw een tw o con secu tiv e daily rates, in horizontal and v e r ­tical positions, pendant up, am bient tem pera­ture, m ust not ex ce e d 5 seconds.

(d) T h e d ifferen ce betw een the m ean daily rates, in flat and han ging positions, am bient tem perature, m ust not ex ce e d 10 seconds.

(*) T h e d ifferen ce betw een the m ean daily rate, pendant up, and each o f the daily rates, pendant right or left, m ust not ex ce e d 20 seconds.

(/) T h e variation per cen tig ra de d egree must not ex ce e d 0.5 o f a secon d , and the se c ­on da ry d iffe ren ce 7.5 seconds.

Or) A fte r the therm ical tests, the rate o f the w atch m ust keep w ithin the lim its o f 5 secon ds com p ared to the m ean rate w hen ly in g ; the day fo llow in g the tem perature tests is not com p rised in the calcu lation.

28

VALU ESIf 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 low­est-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 amaintained fixed price of established

value

made possible thru our national adver­tising 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.

A29

-

Advertising Sales DepartmentIt 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 adver­tisements, by concentrated effort at certain times..

It is part of the service of this de­partment 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-oper­ate 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

T R A D E M A R K S

GruenVerithin

Very-VerithinOctathin

Ultra-VerithinUltrathin

Dietrich Gruen

H igh est perfection attainable in grades m arked " Precision ”

Herbert Spencer Lady Gruen

D. G. S.Premo

CommunityCongress

Ultra31

S L O G A N S

Qmm VeithinWatchCThe m ost beautiful watch ir\Jhnerica

GRUEN VERITHIN “The Watch Beautiful”“The Beautiful Gruen”

“Fits your pocket like a silver dollar”“The most exquisite watch made”T h ese are the cop y rig h t s logan s o f the

G ruen W a tch M fg . Co. T h ey w ere o r ig in ­ated for us in the national a d vertisin g of the G R U E N V E R I T H I N W a t c h - t h e first w atch a d vertisin g in w hich beauty w as m ade the dom inant sales appeal.

“ Oh! how beautiful!”T his is the exclam ation that seem s to com e

involuntarily from e v e ry b o d y to w hom the V erith in is show n.

It has the charm w h ich com es from p e r fe ct design in g , like the charm o f a T anagia stat­uette. It has that efficient, “ p rec is ion ” look w h ich m akes m en call a m achine “ a b e a u ty .”

It has, in short, an even greater cla im to that title earned by the G ruen V erith in —

The M ost B eau tifu l W atch in A m erica .”

CARATS W eights Used for Precious Stones Old 64ths with Metric Equivalents

Old

Wei

ght

U j z\ u too

t v *

Old

Wei

ght

New

Met

ric

Wei

ght

Old

Wei

ght

New

Met

ric

Wei

ght

i h ! .02 H .38 6 4 .75«“f | .03 5 4 .40 X .77

.05 64 .42 64 .791 6 .06 § 4 .43 64 .8064 .08 64 .45 S 1

64 .82.10 64 .47 u f .83

6 4 | .11 3084 .48 Si .85

lA ; .13 3164 .50 64 .87

04 j .14 H .51 H .88.'V .16 6 4 .53 64 .90h i j .18 64 .55 6 4 .91TB . j .1? 64 .56 i f -93B f .21 36

64 .58 64 .9564 .22 Si .59 64 .96o f .24 64 .61 64 .98 .V\ .26 6 4 .63 64 .996 4 .27 Yz .'64 Ilf 1.01i l .29 64 .66 1 1.036 4 .30 hi .67 9 2.056 4 .32 4 3

64 .69 3 3.0864 | .34 4 164 .71 4 4.11H .35 H .72 5 5.13f t \ .37 j i l .74 '

24 grains = 1 dw t20 dw t. 1 oz.12 °z . = 1 lb.

Sfd ln w eig h in g silver, g o ld and platin um .33

Consumer-AcceptanceAttitude

N ational A d vertis in g w h ich does not create literal, positive dem and , creates som ething alm ost as g o o d ;—a m ental attitude o f a cce p t­ance, an unspok en p re feren ce for the a d v er­tised article , a su bcon sciou s con fid en ce in its m erits becau se a m anufacturer has back ed it w ith his reputation and his m on ey .

T h e D octr in e o f C on su m er-A ccep ta n ce re­veals to the retailer that he can m ove a d v er­tised g ood s from his shelves into the hands of his cu stom ers w ith less selling effort, and co n ­sequently less selling cost, than is requ ired to m ove a com p etin g article w ith w h ich the con - sum er has not a lready been m ade fam iliar by advertising .

T h is is not a th eory ;—it is e x p er ien ce .G enera lly no argum ent at all is requ ired to

sell the advertised article , and often it w ould be se lected w ith the rem ark ;—" I ’ ve read about that m ak e.” or, " Y e s ; that has a good reputation and 1 think it is about standard. T h is is con su m er-a ccep ta n ce , and w hen the re. ailer understands that it is there to appeal to, he is naturally g o in g to do his part o f the w ork and com p lete the sale. Instead o f laboi- ing u nder the false expecta tion that b ig a d v e r ­tising by the m anufacturer w as g o in g to drive cu stom ers to his store w ho w ould demand the article by name alm ost the m om ent they en ­tered the d oor , the retailer has com e to a real­ization that he m ust exert him self to com plete the con n ection b etw een the m anufacturer s advertisem en t and his ow n cash-draw er.

34

The Pride of ManYou 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 m- stead 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 Gruen has become his ultimate standard.

The reason is not far to seek. The Gruen is a work of art-not 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 oppor­tunism could have produced.

35

Catching the Manufacturer’s Advertising Dollars

Advantages of Co-operating with W orthy Advertisers

W h en the m anufacturer has published his a d vertisem en t he has sim ply b rou gh t the co n ­sum ers to the d oor o f the jew elry store. H e hasn t b rou gh t them in, he can ’ t b rin g them in, and they are not goin g to com e in— as the result o f that advertisin g—unless the jew eler p ro ce e d s to let him know that his is the store w h ich the m anufacturer was talking about.

Tt isn ’ t even n ecessary that the jew e ler be the ex c lu siv e representative o f the m an u fac­turer. borne lines are p laced on that basis, and others are d istributed gen era lly . A t any rate, the jew eler w ho sees the m anufacturer spen d in g thousands o f dollars in the p er iod i­cals w hich reach his cu stom ers ou gh t not to hold back becau se his is not the on ly store w hich is able to supply the dem and that is being created .

I f he goes ahead and spends a sm all fra c ­tion o f the am ount w h ich the m anufacturer has invested already he insures gettin g som e o f the business w hich the latter has stirred up for him . I f he d oes nothing he will get very uttle there is no reason w hy he should. A n d if he alone o f all the stores w hich are ca rry in g the goods in his tow n has the nerve to feature the article in his w in d ow , and in his n ew spaper advertisin g , he is sure to get the lion s share o f the business on that article , ir ­resp ective o f how m any oth er stores m ay have it in stock .

T a k e the situation in an allied field w here ta lk in g m achines are sold by dozens o f dealers in ev ery large c ity . E v e ry b o d y w h o sells a certa in m ake o f these g ood s advertises the tact, and com petition is based on serv ice , co m ­pleteness o f stocks, etc.

36

So that the dealer w h o advertises b ecom esknow n as the ™anufacturer s principa l d is ­tributor in his com m u n ity . th e linew hether other con cern s are h an d lin g the line.

O f cou rse the ob je ction m ight be m ade that w hen th e le w e le r advertises the nam e o f the m anufacturer he is spen d in g m on ey to boost the tradem ark o f the m aker instead o f to in-

the nrestige o f his ow n store, .^ u t , as r ™ O T . ' w hat the - - b a n t » in ter­ested in is m aking sales, and if the pub licity of the m anufacturer has m ade them haltway and the jew eler can com p lete them b y d oin ga little loca l advertisin g o f his ow n . he can hardly afford to w orry abou t-the boost w hich the tradem ark is getting.

A s lon e as the jew eler is handling a line the m ore w idely advertised it is, the b etter o him . T h ose who w ould cn tw iseA h e p o licy ot ro-on eration m ight say that after b ecom in gknown as a distributor o f a certa in brand o f goods the dealer m ight lose the a g en cy a then w ould have done all his w ork {or " “ thine- B ut, aside from the fact that are the best justification for the plan _ ca ? “ ing in on the m anufacturer \ ex p en d itu res tor a d vertisin g , it is certainly true ‘ hat a gen cy con n ection s are seldom brok en w h en they r main m utually satisfactory, and the jew e lerw ho co -ooera tes in this resp ect w ith the m a ser of the advertised line is certa in ly w ork in g to- create satisfactory conditions w h ich w illU n sure perm anent and agreeab le relationships to the end o f the chapter.

I t is obviously a m utual proposition all a long the line T h e jew eler w ho is narrow and takes a nurelv selfish v iew poin t o f the proposition , saying to him self thatr he w ill let the m an u fac­turer carry the bu rden and that he in w h en ever he can do so w ithout exp en se orinconvenhance, is not goin g to make enoughout o f the general cam paign o f the m aker to w orry about.

37

su® 11̂ b e i n t e r l S £ etf u b ! i ' in his > » ™ U the m a n u fa ctu re ^ is do n ^ adve/ ' lsing " hich the fact that the on ly w i t t ” d appreciates terest into sale ic f̂ y „~ ay to con vert this in-m an u factu rer ’s a d v e r t is in g h^i™8'p f w ith ,he

pt ‘: kr tl,atrably , m ^ d ^ th e 'cS n su m e^ wanetr thaS' p resu m '

com p leted unless the ir^V i Sa e cannot beadvises these in terested n ‘ e- S^ PS " and1S the store w here the lit?*°-SpeCtS- f iiat ^ ‘ s natural w ay to d o t h i i il h !S Carr,ed- T h e Paper advertising , by w indow r t ln T ° f ” 5 T S‘ using the fo ld ers in it ';.ln a° ' v d isp lays and by for d irect a d v e r t is in l P$ ** are furn ish^

38

M O T T Oof the Gruen W atch 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 O R AN D U M M EM O R AN D U M

memorandumThis D ia ry belongs to

I j you should fin d it kindly return it to this address:

or else telephone