Burlington Watch Company Catalog (c.1915)

OME trusts are legal and some are not. Gy Ex-President Taft himself pointed o u t that we m u s t distinguish between legal and illegal trusts. We do n o t say that the watch trust is illegal; but we do say that the methods of the giant factories in making ‘‘con‐ tracts,”’ “agreements,” etc., to hold up high prices and big profits are VERY UNFAIR to you. If you want proof, if you don’t want to pay -“‘contract’”’ prices to help the watch dealersget the profits, then READ THE PROOF of the “Systems”’ on the pages that follow. € Challenge the GHaltham and Elgin factories to a test to prove their watches are equal in quality to the Burlington, grade for grade. We Challenge these factories to de‐ posit $1,000.00 against our $1,000.00 for this competitive test. He again Challenge these facto‐ vies to prove themselves not superior, but only equal to the factory producing, the Burlington. And in case of a tie the Burlington shall be the loser. HE BURLINGTON WATCH CO., thanks to the superiority ofthe BurlingtonSpecial,hasflourishedin spiteof competition; and it has grown to enormous volume. We are marketing this great watch direct to the consumer at the same price the wholesale dealer must pay. This is the climax of the Burlington Watch Company’s great fight in its direct campaign. Our fight is on in earnest, and now that our finest watch is being offered to the public at the rock-bottom price, the sale of Burlington Watches is increasing by leaps and bounds in those very towns in which dealers have been reaping a harvest in $50 and $75 watches. The GreatIllinois Watch Factory Where the “‘Burlington’’ is Made Established for more than twenty years‐not the largest, but the best watch factory in the Union‐in the world. Everybody posted in the watch business admits that the great Illinois factory in which the Burlington Watches are made has set for a gen‐ eration a standard of exclusive quality. Making none but high-class watches, this factory has always been able to hold to top notch material in every nook and corner of its factory. L e t us emphasize particularly that the Burlington Watch Company is a distinctandindependentsellingorganizationandfinancially independent of every watch factory in the country, and financially independent of any official connected with such factories, and thejirst match company to come out openly and boldly against the “‘iron-clad contract system’? of selling high-grade watches. War‐ Yes, War. War on trust methods. No compromise. No straddle. No more effort to ‘‘fit in.’’ No more trying to “‘get along.”’ Open, bold unbending war onthe “‘systems’’ of the watch industry. That was and is the decision‐unanimously‐of the officers of the Burlington Watch Co. Amazing conditions‐a gigantic mesh of “‘plans’’ in the manufacture and sale of watches‐conditions that the public c a n hardly understand until fully explained‐such conditions have made it harder and harder to sell an independent watch to the retail dealer. Quiet contract with retailers, credit and “‘influence’’ with jobbers, internal politics almost beyond belief‐such trust methods have ‘‘sewed up’’ a tremendous majority in the jewelry t r a d e ‐ sothat the retailer can’t or won’t push an inde‐ pendent product‐and it’s not the dealer’s fault, the blame rests on the system. On the world’s masterpiece of watch manufacture ‐a watch that has n o t been as widely advertised as certain others or sold as largely to the public. But a watch product, which for class is unparal‐ leled. Recognized by railroad men, by United States Army men, by United States Navy men, and by watch experts in general as absolutely superior. H o w Our Offer Checked the Trust 1 T H more and more dealers falling into the grip of the trust, with even the prosperous stores forced topush and recommethnedtrust watches at the high contract prices, what were we todo? Well, wefinallyhituponaplan. Wedecided.totakeourvery best watch, the Burlington Special, and to offer it direct to the public at the very rock-bottom price‐the same price exactly as any wholesale jeweler would have to pay. A watch, factory-fitted, factory-tested, sent-direct from us to the public on our approvalplan. Sentprepaid,notonecenttopayuntilafterthe-watchhasbeen inspected by you and found thoroughly satisfactory. And that-means satisfactory to you, you-tojudge. (And in order to spread the direct offer quickly over the largestpossible area, we even allow terms of$2.50 per month during this offer‐these easy terms at the same rock-bottomprice asfor cash.) what this fight costs us‐we do not care how many profits we must sacrifice‐we will put our superior Burlington watch before the consumer and let him decide upon the merits of this as against any trust product. T h e q u i c k e s t , t h e s u r e s t w a y i s o u r r o c k - b o t t o m o f f e r d i r e ct ot t h e p u b l i c . Thus weparalyze trust method competition. ae HRGURRBE NM While you, Mr. Consumer, get the benefit. So Let Us Explain Secrets which the public ought to know‐FACTS about the watch industry. Some spicy inner information must come out, even : : =” though our best friends among retail and wholesale ' jewelers take offense. It is the public’s right to know. Our giant competitors m a y demur and protest against o u r methods of t a l k i nsog frankly about the ‘‘trade secrets,” they of course do not want youto know. Butwerecognizethatthemoretheconsumer,theultimate buyer,knowsaboutwatches,themethodsoffixing prices,themarketing - of watches, etc., the better it is for the manufacturers of quality products. ‘Thenext time you, Mr. Consumer, want to buy,a watch, you will know - moreabout watches. You will understand the ‘*how”’ of fixing prices, and you will see why in the United States Congress and before the United States Department of Justice at Washington, D. C., the trust methods of boosting watch prices have beenattacked. VG RE CREESEESSEEER aSLaeDsi enAneree | +, a o i Cn a a a e s a e e g i High Cost of Living Righthereletussay aword‐whatmakestheincreasing daily cost of living? Why do we pay higher and higher prices for everything? Because most of the things we use and wear and eat are largely con‐ trolled by trusts. So great has become the oppression of these trade conditions that the machinery of the UnitedStatesGovernment has been turned against them. The President, Congress, the people have risen to meet the issue. It is to be the battle of our national life. We pay an unreasonable price for every tool we use. It is because there is a steel trust. The steel trust pays freight to far-off England and sells American made steel rails for less than it does at home. The phrase ‘“Steel Trust Millionaire’’ is familiar to us. The millionaires’ fortunes were made out of high prices to us. Farm machinery has furnished profits to numberless millionaires. Andintheeaseofsuchanarticleasawatch‐ifyou : want a goodhigh-class,adjusted watch‐a watch upon which you can rely‐you are asked to pay a fancy trust method price. These fancy prices do not begin to represent value. Now in the watch business you can get plenty of “‘cheap’’ watches. And indeed they are cheap. But the prices of these cheap watches are ridicu‐ lously high, quality considered, as we shall see from tables and figures later. And the prices of the high price watches‐ well, look at the prices, they tell the story! Fifty dollars‐sixty dollars‐seventy-five dollars and more‐these are the prices asked for watches, the production of which actually cost but a few dollars more than the watches sold at much lower prices. H o w the Watch Trust Gained Its Power It seems almost unbelievable that a handful of m e n should be able to set prices ashigh as$60 and $75 on the better grades of watches, and thereby cut away competition while holding the prices at these enormous figures. Yetthatisexactlywhathashappened,andbya very‘‘easy’’trustmethod. It came gradually, and let us tell you how. Forty years ago the individual watch factories in America amounted to but little. Switzerland sent over three-fourths of the watches sold every year. But the superior skill of the American mechanic gradually w o n out. The American factories doubled, trebled, quadrupled their out‐ p u t ; Swiss watches were largely crowded out by American competition. Then gradually the American factories established their superior quality abroad. Superiority combined w i t h lowerpricesenabled Americans to e x ‐ port watches and sell them in Europe right next door to Swiss competition. That began about fifteen years ago, at the time trusts were crystallizing in America like frosted snow on a window pane. Magnates Agree to ‘‘Co-operate’’ Then the m e n at the head of the various watch factories and watch ease factories began to get their heads together. They saw their opportunity in a wonderfully growing business. They were rich men, very rich men, with the keenest abilities, and they knew just how to do things without violating the law. These heads of the watch factories, while recogniz‐ ing that they must sell withouttariffhelpsabroad, had magnificent tariff bar‐ rierstoprotectthemagainst competition at home. So they appeared to work in harmony without ‘‘too much’’competitionamong them‐ selves, getting long profits for each factory andforcing the dealers i n t o line. B e n e s | | (2 sapere Secret Methods Adopted HE watch magnates succeeded. Their ‘‘co-opera‐ tive’’ movements were a success. And by the most secret methods. Just how they w o n o u t few people know. Butwhat they have accomplished they know, and that is one of the trade secrets which we propose to tell later in this booklet. The prices of one factory go up, up, u p ‐ u p go the others; deals are made by one‐similar deals are immediately brought out by the others. Year after year the dealer has felt the powerful hand of the watch trust. In and outside of the trade this trust has been bitterly denounced. But the trust grew and grew‐stronger and stronger; today prices of trust watches are at the high-water mark. Trusts Denounced in Congress Where other trusts have gone unmolested, this case of price boosting has been taken up in Congress and the Attorney-General of one State, Ohio, even filed an elaborate b i l l with the Attorney-General at Washington, D. C., attacking the watch trust. Let Us Quote from a Speech by Congressman Raine:y Congressman Rainey, commenting on the contracts to “‘hold u p ” prices in America, said before Congress: ‘ U n d e r the minimumcontractpriceofthe. . . . companya... movement cannot be sold by any retail dealer in the United States for less than $60; and if you go into the store of some fashionable dealer where theyarepayinaghighrateofrent,andhandling and selling cut glass and diamonds,they will charge y o u $75 to $100 for this movement.”’ Continuing, the Congressman claimed that this self-same watch after having been exported and reimported from England had been offered for sale at retail for $42.3 0 ‐ $ 4 23 .0a sagainst $75 t o$100, the price alleged by the Congressman, and as against $60, the v e r y least the American factory in its home country allows. Exposed‐ Trust Method Contracts! Now, how do the big watch factories manage to hold up such fancy prices? And if you werea retailjeweler, depending for your supply upon two or three wholesale jewelers, who in turn are sewed up’’ with the trust ‐don’t you think that you too would be tempted to obey the dictates of that contract, . ce) which they call ‘conditions of sale?’’ COPY OF CONTRACT ‐ Yes, we have seen the con- : Seen ACEEESae the undersigned company to KE an ‐ FORM, viz: (1) Retail watch dealers MUST not d i s p o s e o f s a i d m o v e m e n t s e x c e p t b ysale; ( 2 ) m u s t sellsaidmovementsonlyto customerspurchasing tracts word for word, which t h e g i a n t f a c t o r i e s s e n d o u t t o thete = theirownorees ° < thejewelers,andbelowisa . repy.of one of them: use aud.natge re-sale; (3) and must notadvertiseor sell anyo: said movements or a n y other.............railroad movements AT LESS than the following NET ses Billto Retailers‐Conditions of Sale Each......... .......railroadmovementspecified in this bill issold subject toall the conditions hereinafter and in the............. .....contract notice accompanying such movement set forth, whichconditions,thepurchasernamedherein,by he sreamenee= such prices, respectively: Vanguard, twenty-three jewels, $35; Vanguard, twenty-one jewels, $30; Vanguard, nineteen jewels,$28; Crescent St.,twenty-one jewels,$26; Crescent St., nineteen jewels, $24; A p p l e t o n , T r a c y & Co., Premier, $21; Riverside Maximus Lever Setting, $60; Riverside Lever Setting, $25. (4) All watch dealers handling these or a n y other ssseeeeseeeees+-Failroad movements a r e to be con‐ sidered retail dealers, e x c e p t those named as jobbers ,in the latest list of jobbers issued by said company. (5) A BREACH of a n y of these conditionsasto any................railroadmove‐ ment shall REVEST in said company the title of such movement and of all other rail‐ road movements in the possession of the violator, andupon tenderingthepricepaidby theholderof suchmovementsthesaidcompanyshallbeentitled to RETAKE POSSESSION of t h e same. A duplicateof this billhasbeensent to the under‐ signed, by whom these conditions will be ENFORCED. (These prices are for movements only, without cases. We have p u t some words of the contract, quoted word for word, in capital letters in order to point o u t to y o u the significant features). And.this contract (ofwhich, asyou see,weare able to show you acopy)has n o w been set aside by a n e w contract in which (as we have positively learned) the prices are screwed still higher. 1 i Trust Dictates to Dealers Do y o u realize what the watch trust contract means? It means simply that the b i g watch factories s a y: “‘Seehere,Mr.Dealer,ourmakesofwatchesarewellknown. Weinsistupon suchamanufacturersprofitasWEwant,andweinsistfurthermorethat the dealer too shallmake his full profit. We won’t let one dealer cut his profit for another;for it is to our advantage to have EVERY dealer make a big profit on every watch, thus inducing him to push our watches for the sake of this bigprofit‐Let thepublicpay the price.” Forced Into Contract If the dealer tries to be independent, selling the ““System’s’’ watches at a cut price, he cannot get any more of them; for the wholesale jeweler who gives himcredit,whoadvancesthemoneysothattheretailer can carry hisstock of goods,isinthe powerofMr.WatchManufacturer. But if the retailer obeys. then he c a n make an extra good profit by selling the System’s watches, and he knows that no other retailer is allowed to undersell him. Jewelers Heavily in Debt Many honorable jewelers, we know, hesitate to obey such a contract. They are opposed to ‘making their customers pay the price.’? They |4 | * 4, : want honest, open competition. But the jewelers are helpless, as already explained. They are,forced to ‘‘obey.’’ For it is a fact that in spite of the enormous profit on individual sales in a jewelry store, the jeweler has to carry such a big expensive stock of goods that, unlike the grocer and butcher, he is nearly always dependent for long time credit on the wholesale jeweler. The bigger the store the greater prob- ably the debts. And furthermore, even a wealthy jeweler, owning perhaps his own automobile, does not care ex- actly to let his friends know that many of the goods in his stock have not yet been paid for. Sucha retail jeweler does not exactly care to explain (and who can blame him?) that the wholesale jeweler has given him long time credit for his goods, that he is almost depend‐ ent upon the wholesale jewelers, the trust system agents. . The fact is that a vast majority of prosperous jewelers, themselves honest men, are Sorcedtobuythewatchestheirwholesalers,anagentof thetrustgoods,iswillingtosell. { | i “Fair” Profits‐ in England The great factories in explaining their long profit may answer that their contracts merely protect the dealers and the manufacturer in a “‘fair’’? profit. Well then, Mr. Watch Manufac‐ turer, wewill ask y o u what doesa “‘fair’’ profit mean toy o u in England? We know that you are exporting thousands and thousands of watch movements to England‐the same movements you sell in America ‐ a n d y o u sell them abroad without contract. Why a contract system to hold up prices in America? Bargains? N o ! Never! To show y o u how the “system’’ works y o u need only go across the border i n t o Canada. There the American watch factories are forced to | compete on equal terms with the factories from Europe. Yct more American watches are sold in Canada than the watches of Switzerland, France, Germany and all other countries combined. In the United States these giant factories not only get the benefitof the high tariff and of their price boosting, profit insuring contracts, but, | m o r e than that, immediately after the last raise in the tariff, the factories “‘biff-bang’’ raised their high prices some more. | Read this Newspaper Clipping: CHICAGO,Sept.18‐Becauseof the ‘‘revisedtariff,”according to jobbers a n d consumers, American made watches a r e to cost | more. At least the Elgin and Waltham companies, who are commonly understoodto carry on their affairs with harmony of action, have sent out announcements to jobbers, advising themofadvancesin pricesrangingfrom5 to 10percent,and thejobbersthinktheadvancehasbeenpostedsimplybecause | the Payne tariff, which watch manufacturers unanimously supported,will permitit. Now that was at the time of the Payne tariff, but‐would you believe i t ‐ a t the time of this writing the watch factories stillget the advanced prices. They can doit. So why not get $60, Se $75 or even more for a watch which in reality could be sold for $30? You, Mr. Consumer, will “‘pay s You could buy a cheaper American watch = cheap; but if you want the best watch you are asked to paya treble price. And it is just because a certain part of the American le are ‘‘getting wise,’’ just because a certain number who want a first-class timepiece, but do not want to pay $75 or $90 for i t , that the Burlington Watch Company’s direct offer is winning out. Forbidden to Re-import Watches! Now,then, ReadThis: There are certain retail jewelers who pride themselves upon being ““trust‐ busters,’’ getting hold of trust watches here and there and selling them below the contract prices. One New York retailer even re-imported some American watches from Europe where they had been sold to deal‐ ers at lower prices. than in our country; and he usually sold these American watches after re-importation along with others he got locally at prices way, way below those that the ““system’’ had fixed. Then the American watch manufacturers got up a n e w rule. After making the dealer a low price in England, they forced the m a n over there to agree not to let these watches get back to the United States. We have seen copies of letters plainly showing how the dealer in England was allowed to get the American watches only after he had been carefully cautionednot to let these watches (soldat the bargain prices) get back to America. See the January, 1913, testimony before the Ways and Means Com‐ mittee of the U. S. House of Representatives for details. To the European Jeweler‐ “Just keep quiet, don’t let the Ameri‐ can Jeweler get ahold of the bargains we give you. Don’t you dare to let these Americans get what we give you.”’ To the American Jeweler‐ ‘“‘Now be good; we want a fair profit, but we protect you on a big fat profit too‐thanks to o u r contract. Butdon’t youdaretobuyour Americanwatches in England.”’ _trade? Do y o u n o t see how the manufacturers have forced the jobbers and dealers together‐yes, forced them together‐each guarding his share of the profits from the consumer‐forced together and watching carefully, cautiously, using all the power of the system, while the public pays the high prices for good watches. N o w Then Now then‐we have explained the selling systems of the Watch Trust. : Do y o u wonder then that we have decided to market o u r watch without the aid of the dealer? To take at least one watch‐and that the finest of the Burlington line‐and sell it without waiting for the retailers to recommend it? Hence Our Offer Direct Hence our revolutionary plan of cutting out the dealer, and going direct to you, the consumer, at the rock‐ bottom price. No trust system, Mr. Consumer, can preventyour buying the watch you want withyour money, even though the dealer may not handle it. No trust system can stop us from cutting out the profits to retailers and wholesaler’s “‘extras’’ for the system, etc., so as to sell direct to the buyer of the watch. But thefact still remains that on account of the contract system you are forced to pay absurdly high prices‐outrageously unfair prices for the products of the watch trust. ‐ A s E x - P r e s i d e n t T a f t has said, s o m e t r u s t s a r e l e g a l and some are not. The watch trust c a n be called o n e only in so far as the factories have had an agreement for one to notify the other should there be any change in prices. And that kind of a trust, called by us a trust, is noz illegal. - Butit isonlybytrustmethodsthatthewatchfac‐ tories have been able to thus screw up watch prices. Let the jobber and the manufacturer get into contracts to hold up the prices of the giant factory ‐ l e t them take in the retailers if they wish‐ Weare making the consumer our rock-bottom offer on o u r finest watch, a priceless product. And with the consumer on o u r side, we will help the friendly dealers andforce the other dealers into line. The Best! Letustell you now about the par‐ ticular watch‐the Burlington Special‐which we have selected (from among the various watches in the B u r ‐ lington line) in making o u r great fight on trust methods. Necessary to Cut Out Dealers T IS, of course, only after a long deliberation that we decided to market this watch through the unusual methods of c u t t i n g out the dealer. This was declared necessary: too many dealers were forced to push trust watches. But when we did decide upon our campaign direct,to the public, all the directors of our company agreed that only our very finest watch would do for this purpose. And as previously explained, Army men, Railroad m e n and watch experts generally recognize the Burlington Special asthe o n e finest watch made in America and in the world. This superior timepiece therefore was chosen for the campaign against the trust methods. Next the directors decidedas. regards.the price of the watch. And it was again agreed that we would go the démit‐no matter what it cost us‐sacrificing profits to give the public the very rock-bottomprice. To settle all arguments, we send with every watch an iron clad price guarantee as follows: We guarantee that the price at which this watch is offered by us direct is POSITIVELY and ABSO‐ LUTELY rock-bottom. We guarantee that it is the lowest price at which this Burlington Special ever is sold. We guarantee that this is o u r lowest rock‐ bottom price to Americans and Europeans alike, to the public, to the retailer and to the wholesaler. So now, when it is possible to get the very finest, highest grade watch made in the world at less than $30, there is no more reason for any m a n topickupawatchfor$10or$12. ‐ For when you can buy for just a few dollars more a really good watch ‐ t h e very best watch made‐you have an investment that is oncein a lifetime. When you buy clothing you have to buy more clothing the next season, the next season, the next season‐when you buya first class watch you have a good watch for the rest of your life. Therefore, five dollars more or less is no item on a watch. In fifty years this difference figures down to a total expense of 10c a year! And is it not much cheaper to spend $25.00 or $27.50 once than to spend $10 or $12 every few years? ‘“‘Bargains’’ LureManyBuyers Yes, the trouble with the watch business has been that the first class watches have been screwed up to a price of $60 and $70 so that people simply could not afford to get them; while the bulk of the watch trade has been directed to cheap watches, from $10 to $18. N o w with the Burlington Watch offered direct at the rock-bottomprice, it puts the highestgrade watch within the reachof alland the temptation for these cheap watch bargains at anywhere from $5.00 to $10.00 can no longer exist. Our$2.50 aMonthOffer In fact, in order to clinch this point we decided in addition to ourrock-bottom price to allow termsaslowas$2.50amonth to those who want to b u y on time. We decided on this method purely for the introductory purpose,so as to make it sure that everybody whowasin earnestaboutwantinga first classwatch would get it at once on this rock-bottom offer and without a n y delay. Think of it! The rock-bottom price, the same price that the wholesalejewelermustpay,andontermsof$2.50amonth. This is indeed an incentive to saving, for the man who invests this $2.50 a month will in a short time be the owner of a highclass w a t c h , o t h e r w i s e t h e $2.50 m i g h t h a v e s l i p p e d t h r o u g h h i s fi n g e r s and he would have nothing at the end of a short period. A Word to Cash Buyers Owingtoourrock-bottomofferwe aregettingsomanyrequests from people who want to b u y the Burlington watch direct on a cash basis that we must again explain that it is impossible to give a big discount for cash. At first, in fact, we intendedto give no discount, but we decided afterwards that we would allow the very maximumpossible,3 per cent for full cashafter examination. That is the most we can possibly allow, as we arealready offeringtherock-bottompriceto thosewhobuyontime. This has always been the watchword of the Burlington Watch Co. ; that is why Burlington watches have been found after numerous tests to be far superior to those timepieces which are made in quantities of thousands and thousands a day. It has never been the aim to see how many watches could be produced in a single day, but how good every indi‐ vidual Burlington Special watch can be made. No ‘Cheap’? Watches Made Furthermore, the factory does n o t makea single low-grade “cheap for cash’? watch‐-NONE but high-grade m o v e m e n t s , No seven-jewel “‘stuff’?; no $2.04 movements. None b u t first-class watch products. None but watches of such a grade as to command top notch material and the highest possible skilled labor. This explains the absolute reliability of Burlington Watches. The Burlington watch is not merely usually good, not only generally right; it is always good, it is always right. It is known among experts as the most reliable watch product in the world. Thanks to the skilled, high‐ grade workmanship, the care taken with each individual timepiece, the slow, methodical, ultra careful, re-testing process, Burlington Special watches enjoy the reputation of being absolutely perfect‐and the fact that every watch is fully adjusted‐every watch adjusted to the second, every watch good enough to be the sample at any official test. Quantity Mania of Competitors No wonder the Burlington is superior to the products of factories which boast of turning out watches at the rate of two to. three thousand per day. Quality is o u r motto, n o t mere quantity. Quantity, quantity, quantity‐that is the primary boast of practically every trust or giant factory. For, if you are at all familiar with the history of the biggest firms in vurious American industries, y o u know that their universal method is that of gaining ascendancy by superior numbers. Quantity is the first argument‐dquality too often secondar;y perhaps impossible sometimes on all the product amid such enormous quantity outputs. How much safer to get the quality product‐the Burlington. The nameBurlingtonon a watch Dialinstantlytellsy o u what is high-grade. For no *‘cheap” watches are made in the BuRLInGTON Line. 15 The idea of a challenge was suggested to us by a m o v e of one of the giant factories. ‘The Wal‐ LER ‘% ny tham W a t c h Company published a challenge for a competitive test of time‐ keeping. After this appeared, we answered the Waltham Watch Company with Our $1,000.0° Challenge to the Elgin and the Waltham Watch Factories Challenge Challenge WALTHAM BURLINGTON WATCHES WATCHES The best watches are made by Americans at American wages, w i t h American tools. To prove it, we are prepared to offer fifty WALTHAM WATCHES toberun against fifty watches of any foreign make in a competitive test of time-keeping‐the one hundred watches to be placed for this purpose in the hands of some competent and dis‐ interested authority a n d t h e whole number to become the property of the winner. We challenge the Elgin and Waltham factories to a test to prove their watches equal in q u a l i t y tothe Burlington, grade for grade. We challengethesefactories to deposit $1,000 against o u r $1,000forthiscompetitivetest. We challenge and defy these factories to prove them‐ selves n o t superior, but only equal to the factory producing the Burlington. Andin caseof a tie,the Burlington shall be the loser. WALTHAM BURLINGTON WATCH COMPANY WATCHCOMPANY Waltham, Mass. Chicago, I1l. Please note specially that we do notlimitour competitors as to price. They m a y list their watches at double, or treble, half or more; we will stand entirely on a test of intrinsic quality. Nomatter whatprice the Elginor Walthamdemand, we will put our Burlington at its rock-bottom price against them in this challenge. Our rock-bottom, direct offer is entirely a separate and distinct argument. Notealso that the watches entered in this test are to be taken out of the general stock. We do n o t care which 50 or 100 Burlington watches o u r competitor selects. A l l Burlington watches of the same grade and make are equally good; not being made haphazard for mere quantity’s sake. Every Burlington watch is a special, individual and complete creation, and is re-tested before it leaves the factory.. We stake our reputation on any Burlington being the exact equal of all of its mates in the Burlington line. Bank Holds the Money Here is a copy of the letter from our bank: January 20, 1908. Burlington Watch Company, Chicago. Dear Sirs: I acknowledge receipt of y o u r letter of the 20th inst., enclosing check for $1,000 Challenge,which we will hold, in accordance withyour request. Yours very truly, Vice-President Colonial Trust and Savings Bank. There is our $1,000 lying in the bank waiting the giant manufacturers. Waiting for them to cover it with an equal sum. The Burlington is to lose in case of a tie-‐-but our challenge money is still waiting! Why don’t our competitors dare, with their unlimited capital, to come out for an open test? They wouldn’t mind losing $1,000 surely, butthey know‐every watch expert knows‐they would only create an opportunity of advertising a Burlington victory. L. C. ROSE, W h y N o t Challenge Us? To the man who reads carelessly or just glanced at the Waltham Company’s challenge, their boast might read as if they challenged all of their best competitors. But‐see how carefully the Waltham Watch Company refrains from challenging American competition. W h y did the Waltham or E l g i n Company n o t challenge the Burlington? Why challenge only Swiss competitors? A n d ‐ i f the giant factories want to prove anything W H Y do they not come forward n o w and accept the Burlington Challenge? The giant factory says that its watches are better than foreign watches. Of course they are. To be fair, even the bitterest enemy of the Waltham Company could n o t deny that this company makes good watches (though their better grades are soldat three and four times the Burlington price). Conditions of O U R Challenge! TheTestistobeatestofqualityonly. Wewillnotevenconsiderthequestion of price. These giant manufacturers may list their watches at double or treble or halftheir rock-bottomprice and we will nevertheless admit their watches in this competitive test with any Burlington watch of the same grade. Lowest grade watches to be considered on the test must be nineteen-jewel grade. Some factories make lower grades, even as low as seven-jewel, but as theBurlingtonwatchesareallofthenineteen-jewelgradewecannot enterintoa test on any lower grades. A n y number of Burlington watches and an equal number of rival watches of that grade, from fifty to one hundred, are to betaken, the number to be decidedupon by our competitor; thesewatchesare n o t t o b e selected s p e c i a l l y ‐ b u t a r e t o b etaken from regular stock, O u r $1,000 is already deposited in the Colonial Trust & Savings Bank subject to check on the test. T w o Judges, experts on watches, are to be chosen by each of the contestants, the fifth judge to be chosen by the four judges. TheCommittee isto putthewatchestoanytest it sees fit, and the firm having the best average on the test as to high-grade material, actual workman‐ ship, correct time-keeping, etc., is to be declared the winner and is to get the $2,000. (In case we win we agree to give our $1,000 winning to any charity the committee m a y select.) BurLiINGTON DirectGUARANTEE ON BOTH CASE AND MOVEMENT ADJUSTED TO GOLD STRATA CASE GUARANTEED F O R 25 YEARS Here is an Interesting Diagram ADJUSTED TO This diagram points out some of the fine features of the Burlington Special.. The diagram shows y o u why and how this quality product is so perfect in a l l i t s details. A somewhat detailed description of the fine pointsof the BurlingtonSpecialisgivenonthe nextandfollowingpages. It is, of course, impossible to go into all technical details of watch‐ makinghere,but we submit this diagram sothat you can get a general idea and will understand better what it means when you carry a Burlington Special Watch. The markings on the inside of a watch tell the story. Be sure to notice these markings, for while a manu‐ facturer may make a lot of claims for his watch, the law prohibits his marking the watch falsely. 19 The Markings The markings of the Burlington Special watch will show you at once the absolute superiority of this fully adjusted movement. The first thing to do is to open the back of your watch and compare the markings therein with the markings of a n y ordinary watch. Here is what you must consider in the Burlington Special. Notice the markings on this watch‐the markings te/] what a watch really is. For the law does not permit false markings. A manufac‐ turer may talk or write about his watch, but the law will not permit him to mark it otherwise than correctly. So compare the markings on ordinary watches with those of the Bur‐ lington Special f u l l y adjusted watch. Fully Adjusted This is the point of a high-grade wih. No watch is really O. K. unless it has been adjusted, and it should be so marked on the m o v e ‐ ment. And no watch is in every way high-grade and O. K. unless it isfully adjusted, adjusted in every way. Do not accept a watch which is merely marked adjusted, for it m a y be adjusted only as to tempera‐ ture, and not adjusted as to positions. Moderate priced watches, selling at $30 to $35, are often adjusted to temperature and then the manufacturer, as permitted by law, marks the watch “‘adjusted.” In the higher grade movements ofthe factories, however, the markings say, ‘‘adjusted to temperature, adjusted to positions.’ The double marking, temperatureand positions, is a characteristic of only the very finestwatches, the most expensive watches, and it is this marking, “‘adjusted to temperature’’ a n d‘‘adjusted to positions’? which y o u w i l l find on the “‘Burlington Special’’ offered direct at its no-trust price. Adjusted to Temperature The watch is put into a refrigerator and run for 24 hours,then it is put into an oven of 100 degrees temperature and r u n for 24 hours. Then it is r u n in normal temperature for 24 hours. It will be found that the watchdoesnotrunexactlythesameinanytwotemperatures. Thisis corrected by shifting and changing the weights in the r i m of the balance wheel. After the weight screws have been changed the watch must be tried again in refrigerator and oven and normal temperature, and this process is continued untilthe watch runs the same in alltemperatures. Not ten per cent of all watches made are adjusted to temperature. 88"Noticethe markings on the watch. Look inside your watch for the markings. The law protects you there. Is your watch marked adjusted to temperature, adjusted to positions? Not position. Adjusted to Isochronism This process of adjusting consists in a careful adjustment between balance wheel and hairspring and adjusting and whetting the sapphire pallet jewels sothat the speed of a watch when it is fully wound up is just the same as when it is almost r u n down. Not more than four watches out of every one hundred watches made in the United States have this adjustment. No watch is marked for this adjustment. The marking “adjusted to positions’’ includes isochronometric adjust‐ ment. Adjusted to Positions This adjustment cannot be made until after every other adjustment has been made. The other adjustments to temperature and isochronism are made with the watch in an upright position, that is, the stem pointing u p . Adjusting a watch to positions is adjusting it so it r u n s the same in all positions. For instance, if the watch is face down all the bearings are resting on one end. If the watch is face up, they are resting on the other end, and-if the watch is stem up the bearings are not resting on either end but on the side. You can easily see that if a watch is to r u n absolutely accurate the friction of the bearings must be exactly the same for all these positions. As the Burlington Special is adjusted to positions (not to position, but to positions) y o u can readily see friction will always be the same and y o u r watch will r u n accurate no matter in what position you may carry your watch in your pocket. This adjustment to positions is never attempted on more than a very, very minute percentage of all watches made in the United States. Remember, every Burlington Special is adjusted to temperature, adjusted to isochronism and adjusted to positions. Every Burlington Special is a masterpiece. 8G" Ordinary watches are often ‘adjusted to the person”’ in a sort of a way by the local jeweler. This helps of course toward making a watch nearly right, but the Burlington Special, all adjusted at the factory, and accurately adjusted and made right, of course requires no such “‘personal adjustment.”’ The Jewels The jewels used are the finest grade of selected genuine imported ruby and sapphirejewels, absolutely flawless. Nineteen of these chosen gems protect every point which might be subject to wear or friction, or dis‐ turbing the nicéty of adjustment. J¢ is well understood in the railroad business that 19 jewels is the proper number for maximumefficiency. The 19 jewels is acommon requirement of railroads. Some watches produced have m o r e than 19 jewels. “This is in response to the demand from people who think jewels make a watch. Jewels are important‐the jewels necessary should be of the highest grade‐but the jewels are im‐ portant, not in themselves, but asa protection to the intricate delicate movement. Nineteen jewels is regarded by experts as the best number for a perfect watch, m o r e jewels often being a source of complication, rather than service. The smaller size ladies’ watch has 17 jewels, giving this watch the protection needed for.a lifetime of service. Double Jewels Double Jewels, that is bearings with two jewels each, are used in the Burlington, four jewels to a shaft, or pivot, as it is called. Two of these bearings have holes clear through them, which are ground and polished with utmost care. The other t w o are ground flat and placed on top and bottom, soasto give a perfect end bearing to the needle point pivot, thus making the small necessary friction exactly the same in whatever position the watch m a y be. These double jewel bearings also act asa tiny oil reservoir, and a watch so jeweled requires very much less attention than the watches jeweled in any other way. Jewel Fitting This is an important and special feature of the Burlington watch. The value of the jeweling depends not upon the use of a particular gem, whether sapphire or r u b y ; neither does it depend u p o n the number of jewels used. The real value lies in the perfect fitting of each pivot to each individual jewel. On m a n y a high-priced watch, not even the attempt is made to approach the perfect individual jewel fittings of the Burlington. Hand Work Hand work is another characteristic of the Burlington‐the quality (not quantity) product. While the latest up-to-date automatic machinery is largely used in the factory, we rely for finishing upon the best expert hand work. Be sure your watch is marked (inside) not only adjusted but “adjusted to temperature, adjusted to positions.’? The law protects the buyer, if he will look. Automatic machinery has made possible the fairly reliable watches which are built to sell cheap, quick and often. But Automatic Machines cannot bedepended uponfor absolute accurate work. Surveyors’ instruments, fine telescope lenses, astronomical instruments, ship chronometers and jine watches cannot be made by automatic machines. The reason is plain. Every time a steel tool cuts another piece of steel there is a small wear on the steel tool, and the next piece of steel it cuts is a trifle smaller, but that fractional variation is enough to affect a watch of this quality. Lever Setting, Steel Escape and Double Roller These a r e characteristic features of a l l fine a n d a n e c e s s a r y r e q u i r e m e n t on allrailroadwatches. Theleversettingdoesawaywithalldangerofthe hands turning while in the pocket, as often happens with stem-set watches. . The steel escape increases the wear and the double roller absolutely prevents a watch from overbanking and stopping. The Burlington 16 size for m e n is lever-set, n o t stem-set. The 12 size and the ladies’ 0 size are pendant set. The Mainspring Contrary to general belief, the mainspring in fine watches is smaller and not so strong as in cheaper watches. It is not necessary to be as strong,because there is less friction to overcome on account of the smaller bearings and accurate work. As the mainspring is not so strong, there is not so much strain on the watch, hence the watch lasts a great deal longer and is always accurate. T w o Swiss Features Two Swiss features a r e used in the Burlington Special. While Swiss watches as a rule are much inferior to those of American manufacture, and compare in no way in accuracy, the two points in which the Americans have yet to compete with the Swiss are in mainspringand hairspring. A certain well-known family in Switzerland has a secret process which it has handed down from father to son for centuries. Although watch springs are made now in almost all parts of the world, no one has ever been able to equal these Swiss springs. The strain is almost absolutely constant, no matter whether the watch is fully wound or is nearly r u n down. Perhaps y o u have noticed a variation in the time-keeping in the ordinary watch when you have changed the time when you wound it up each day. The Swiss Springs used in the Burlington watch do not crystallize with usage,and breakage is very rare. These springs will r u n a watch from thirty-two to thirty‐ six hours. So instead of claiming to be able to make a mainspring or hairspring, as the Swiss, we frankly admit that these highest grade springs are imported. We come right out and admit that in o u r watch is used a certain small product from the Swiss market, which is better in a foreign make than any manufacturing 4 of the best American make, even though Swiss watches complete are inferior. The law permits a manufacturer to mark his watch “adjusted” if it has beenadjusted to temperature, buthasyourwatchbeen marked“adjustedtotemper‐ ature, adjusted to positions?” Ves! This includes Submarine.aswell Just think of it‐253 vessels in the U. S.Na (shown in the foreground) has 214 Burlingtons; the months, already has over 100 watches. Many other Carolina, Minnesota, have over 100 Burlington Spec The constant vibration, the extreme heat in the the Arctic to the Tropical are the most severe tests aboard a man-of-war it will stand up anywhere. Th in o u r Navy the greatest victory the Burlington has ¢ yTorpedo Boat.every ie Big Dreadnoughts Burlington Watch aboard. The Battleship Georgia nought Wyoming that has been in service only six , such as the Connecticut, New Hampshire, North , the cold salt air and the change of climate from If a watch will stand up and give accurate service e consider the wonderful success of the Burlington Our Magnificent Burlington Watch Cases We show in the following pages the most magnificent assortment of cases e v e r illustrated in a n y catalogue. Designs of finest hand-engraved patterns of exquisite workmanship, including splendid novelties, special‐ ties, lodge and monogram cases are offered in the Burlington line for those who buy a Burlington movement. Gold Strata Case Our case is one of the great features that has made the Burlington Spécial watch particularly attractive. It is a case made to wear; it is made both for durability and elegance, thus differing both from the ordinary gold plated and the ordinary gold cases. Every one of our cases is hand-engraved. The designs are so deeply cut that only the finest and most expensive cases resemble our designs. But the case is not only elegant, it is also durable, for folded within the layers of gold there is a thin and extra strong sheet of resilient composition metal. This inside sheet and the strata of gold are welded together by a special process. Thus the case gets the extra deep cut and artistic design of other solid gold watches, and at the same time this case has superior strength; it will n o t bend or become sprung as an ordinary gold case will, and it will always keep the dust out of the movement. Our double gold strata case is always reliable. |! i BE"When you have S e e n this extra fine case mith the extrafine movement within i t , y o u i l l better appreciate the beauty and superiority of the Burlington. Factory Fitted Do you know what that means? It means that each and every Bur‐ lington Special movement is fitted into the case right at the factory where the movement is made‐that the high-grade workmen employed there putthewatchrightintoacasemadeforthatwatch. No looseness and wearing of the parts against the sides of the case. No rattle or jar. When a watch does not fit its case, it is because the movement rests in a ready-made case n o t adapted to that movement, or because the watch was p u t together i n a hurry by incompetent workmen. Every Burlington Special movementfits its case exactly‐fits a case adaptedtoand madesoit Jjits a Burlington Special movement‐and is re-timed after it is cased to make sure that the fitting has in no way affected the running qualities of the Burlington. Our Direct Guarantee Every purchaser of a Burlington Special watch gets a direct written guarantee, made out to him in his own name. This is not a printed formal guarantee enclosed in the back case of the watch and passed on from maker to jobber, fromjobber to retailer and from retailer to y o u ‐ i f it evergetsthatfar. Ourdirectguaranteeisfromustoyou,thepurchaser of the watch, and not indirectly from the factory through your jeweler. Our direct guarantee means that we will make good on any just com‐ plaint either as to workmanship or material, in either watch or case at any time‐without red tape and formality‐note we do not say within ten or twenty years, but at any time. Our guarantee of course does n o t include cleaning or breakages caused by carelessness or accidents, or tinkering with the watch, but if anything isfound wrong nith the watch in any way, we nill replace the part complained of, or we will repair the watch free of charge, or we mill give you a new watch absolutely free. This guarantee is good not only for ten or twenty or twenty-five years, but absolutely without restriction. Twenty-Five Years or More The usual way of making a guarantee on the best watches is either twenty or twenty-five years. The best ones of course carry the twenty‐ five year guarantee. Some unscrupulous housesmake twenty-five years’ guarantee without any real basis. But we are glad to say that among allthebetterfirmsatwentyoratwenty-five yearguaranteemeanssome‐ thing. Nowour guarantee isfor twenty-five years‐absolutely asmuch asany other firm everoffered in the watch business‐but, in addition, we have our direct and really unlimited guarantee beyond the twenty-five years. With the utmost care in selection of materials, the years of experience in the watch business, and with our guarantee to you as stated pre‐ viously, you are making an actual investment when you buy one of these Burlington Special watches‐not an investment which will shrink in value like others, but an investment which will last youa lifetime. 551 Inlay Enamel Monograms a r e something entirely n e w in watch cases. At present these enamel monograms can only be had on very expensive imported Swiss watches and the Burlington watch. There is no other watch company in the United States that has gone to the expense of puttingthis new case on the market. Theprocessisveryexpensive. It requiresagreatdealofskillandpatience,also a l o t of special equipment, including electrical enameling furnaces. Even the gold must be alloyed with platinum instead of softer metals to make it extra hardsothatit willnotmeltandrunwhentheenamelisburntin. If other watch companies in the United States should prepare to furnish these enamel monograms their prices would not be less than $7.00 to $9.00, but we in following o u r regular policy of always giving o u r customers the lowest rock‐ bottom prices a r e adding only $3.90 to the regular price of the watch. We consider these cases the handsomest and most exclusive cases ever designed. We are anxious to see enamel monogramson all Burlington watches, as we believe they will help sell more Burlington watches. Prices‐Designs 550, 551 Men’s open face, 16 or 12 size Men’shuntingcase,16or 12size =.3... sole Se el as 31.40 Ladies’ open face, 0size . $26.40 Ladies’ hunting, Osize . 28.90 Cuts show exact 16size watch. See page 32 for cut of 12and0 size. 653 Inlaid Enamel Monogram Cases are entirely new, make by far the most hand some cases ever produced. You cannot begin to realize how beautifuland exclusive they really are without seeing one of them. The contrast between the deep rich enamel and the bright gold and the delicacy and skill with which theenamelis inlaidmakesthesecasesequalinappearancewiththeinlaidwork of the Ancient Egyptians. A case of this kind will last forever, and will be greatly prized and handed down from generation to generation as a family heirloom. Justthink,whatapleasureitwouldbetoownawatchsobeauti‐ fulandsouniquethateveryonewillcovetit. Youwillbeasproudofoneof these new cases as your mother is of her grandmother’s old wedding jewelry. Your monogram in enamel will be so handsome that it is bound to be the talk of all your friends, and it is a case that will bejust as handsome in 25 years as as it is now. Prices‐Designs 552, 553 Men’s open face, 12or 16size Men’s hunting case, 12or 16size Ladies’ open face, 0 size . $26.40 Ladies’ hunting, 0 size. . Cuts show exact 16size watch. See page 32 for cut of 12and0 size. This is the beautiful Burlington Ribbon Monogram that has been so popular. This monogram and the exquisite designs on the opposite page are the most beautiful designs that have ever been put on watch cases, and are far superior to what jewelers would charge you $2.50 to $3.50 for. They are the only monograms engraved at the factory. After your initials have been cut into thegoldthemonogramisspeciallytreatedsoastogiveit aRomangoldfinish. The contrast between the bright gold of the case and the Roman gold mono‐ gram produces a most beautiful effect. Your jeweler has not the facilities for producing this charming appearance. This work can only be done in a watch case factory. Following our usual policy we will give our customers the rock-bottomprice on this engraving work, that is 80 cents. You know the most ordinary mono‐ gram costs from $2.50 to $3.00 if it is engraved to order and left with your jeweler. However, we will be glad to engrave your o w n monogram and ship the watch on approval. Price‐Design 554 Men’s open face, 16 or 12 size Men’s hunting case, 16or 12size Ladies’ open face, 0 size . $23.30 Ladies’ hunting, 0 size. . Cutshows exact 16size watch. See page 32for cut of 12and0 size. =. 557 Prices‐Designs 555, 556, 557, 558 ‘ Men’sopenface, 16or12size ......,.., Men’s hunting case, 1 6o r1 2 s i z e . . . . . 1.2... Ladies’ open face, 0 s i z e . $23.30 Ladies’ hunting, 0 size . 28.30 25.80 | A l l Burlington cases are double strata gold cases and guaranteed to wear 25 i years. 1 ° These three cuts show the exact sizes of the 0-size, 19-size and 16-size Bur‐ lington Watches. A l l of the monogram designs in this catalogue can be furnishedonany size Burlington Watch. Prices‐Designs 559, 560, 561 Men’s open face, 16 or 12 size Men’s hunting case, 16or 12size Ladies’ open face, 0 size . $26.40 Ladies’ hunting, 0 size . . ES Q Gs ee rele ee ees Re e Ones eee e eer SESESANEST: aT ‘StandardDoubleSunk Dial Montgomery DoubleSunk Dial GoldDial To anyone posted on watches the dials used on the Burlington make are at once an indication of a superior time-piece. The regular double sunk dial as ordinarily used is a mark always of a high-grade watch, an extra fine product. Lately we have also added the Montgomery dial, the invention of a famous railway inspector, and used today by a large number of railroad men and others who are particular about accuracy in noting the time. The characteristic of this dial,asyou may see by the illustration,is that the minutes areallnumbered. Montgomery dials can only be furnished on 12 and 16 size watches. As there is a royalty on this dial, it is customary among jewelers to charge 50 cents and sometimes $1.00 extra, but following our policy we will charge extra only the regular cost of the royalty‐25 cents extra per dial. Gold dials‐These dials a r e the imported gold-faced dials that sell for $1.50 and u p ‐ o u r price 6 0cents extra. Regarding O, 12 and 16 Size O Size Ladies’ Watch is recognized by all experts to be as small-as a good timepiece can be made. Smaller watches will not keep accurate time. 12 Size Gentlemen’s Watch‐Very thin model‐preferred for dress suit wear by those who like a very thin, light watch. Years ago, a first-class, reliable timekeeper was known only in the larger 18 size, heavy, thick watches of the kind which many railroad men still favor. The Burlington 16 size solved the problem of getting a smaller and thinner watch which is in fact a little better in timekeeping quality than any 18size movementpreviously made. Now, even our 12size thin model will compare favorably with any 16 size watch. It is an excellent timekeeper, perhaps better than any 16 size watch you will ever get outside of the Burlington line. In order to keep this 12 size watch as thin as possible, we furnish it with single sunk dial instead of double sunk. 16 Size Gentlemen’s Watch‐This is the watch on which we have built up our wonderful reputation. It is unquestionably the best timekeeper ever made. Nine men out of ten still prefer this size watch. It is the smallest size allowed on railroads, and as our 16 size model is extra thin it is more popular than most 16 size models. B E SI f " y o u h a v e n o p r e f e r e n c e w e a d v i s e y o u t o t a k e t h e 1 6 s i z e ‐ i t i s s t i l l r e c o g n i z e d by allasthestandard. e p SS SeaONTES| t Om ger 58960!2s 2S a 12 Selected Designs LD ap ) AGUI)/ eta‐ 672 Prices‐Designs 570, 571, 572, 573 Men’sopen face, 16or 12size. « s / s e e e et es $25.00 M e n ’ s h u n t i n g , 1 6 o r l 2 s i +z + e + e. . e . t - e - . 2 7 . 5 0 Cuts show an exact 16size watch. See page 32 for cut of 12size. 7Ra 4 iv A SULA Se Prices‐Designs 574, 575, 576, 547 Men’s open face, 16or 12size Men’s hunting, 16or 12size . A l l Burlington cases a r e double strata gold cases and guaranteed to w e a r 25 799% 584 Prices‐Designs 589, 583, 584, 585 Men’s openface, 16or 12size Men’s hunting, 16or 12size Anylodge,fraternityororganizationemblemcanbefurnishedat aboveprices. French A r t Designs TheFrenchArtDesignsaresomethingentirely newinfineartwatches. The entire background of these beautiful cases has a deep rich velvety appearance which is impossible to reproduce in anillustration. The process by which this isobtained is a new and secret one and has just been madepossiblebythe invention of a very delicate and intricate machine. The contrast between the rich velvety background and the bright hand-engraving makes these French A r t Design cases the handsomest cases ever produced. They also have the advantage of wearing better than any other engraved case. They are exclu‐ sive Burlington styles and can only be had on Burlington watches. Prices‐Designs 594, 595 Men’s open face, 16or 12Bin sR Oe re a, Fs $26.00 28.50 26.00 | Men’shunting, 16orl2size. .- Ladies’ open face, 0 size . $23.50 + 2 ye tt et Ladies’ hunting, 0 size . Diamond The glitter of adiamond on the back of gold cases quadruples the beautiful effect of the gold. These gems are not chips, but 4 carat pure white genuine full cut and faceted diamonds of the identical quality that sell at retail in full carat size for $140.00 and $145.00. No off-color or yellow stones are used. They are just the right size (neither too large nor too small) to suit a watch case. By buying these diamonds direct from the importers we are able to furnish these $ carat gems for $12.00. Our charge for settingthem is30 cents. Diamonds have been growing in value every year for years. They are good for cash anywhere at any time. It is not an expense‐not a luxury, but an investment‐a means of saving money‐to buy a diamond. t@s" As furnishing these gems is a matter of accommodation, our customers ought not to ask us to give time on payment for the diamond and setting. y Accordingly diamond set watches will be sent payable $12.30 at express office if satisfactoryafterinspection. Prices‐Design 596‐Men’s open face, 16or 12size . . . . . . . . $37.30 Men’shunting, 16o0rl2size..... s e c feSOOO Design 597‐Men’s open face, 16or 12size . .. . . w h e oee k e Men’s hunting, 16orl2size........ 40.60 by ladies. The great beauty and elegance of the Burlington Special watch for ladies m a y be imagined by looking at the accompanying illustrations. Butyoumust see oneofthese superb small watches to fully appreciate their full power of beauty. No expense has been spared to make the Burlington Special Watch for ladies the best and most beautiful watch in the world. The move‐ ments used ordinarily in ladies’ watches are soparticularly bad that weare specially anxious to push these ladies’ watches, with their superior and accurate movements; hence we have chosen cases that are excep‐ tionally artistic and beautiful. For con‐ The illustrations will show you what a really mag‐ nificent and beautifulap‐ pearance o u r open-face Burlington Special watch for ladies presents. Note how artistically the dial is decorated, and yet how clearly the numerals stand out. The single sunk dial, the artistic hands and decorations all combine to make this the most beautiful and exquisite ladies’ watch ever offered by anyone. The back of the case is plain gold, which is usually consider‐ ed best in a ladies’ open‐ yy 12 “10 ‘9 time-keeper, for t .\,Your ChoiceFree | of Chain, Chatelaine or Fob with each Ladies’ Watch. This dainty Ladies’ Fob is made of the finest gold-filled stock beautifully hand-carved. It is also equipped with a safety attachment,makingit impossible for the watch to belost or stolen. This handsome g o- filled chain is a cable link pattern 48 inches long. The slide is Roman gold, and is set with a small but genuine diamond. The Fleur De Lis Chatelaine is 10K gold, highly polished, extra strong and extra heavy. It makes a very pretty and dainty ornament. Prices‐Designs 602 to 609 See page 45. Prices Design 610 Ladies’ open face . . $23.30 Ladies’ hunting. . . 25.80 Designs 611, 612, 613 Ladies’ open face. . 34.80 Ladies’ hunting. . . 37.30 Designs 614, 615 Ladies’ open face . . 23.50 Ladies’ hunting. . . 26.00 Choice of chain, fob, or chatelaine free with every ladies’ watch. See p a g e 45. How to Order On Approval Nothing to pay unless y o u are satisfied after examination of the watch. 5 Send no money with y o u r approval blank. Getting a watch from the Burlington Company does not mean that you are under any obligation to buy anything. Sending the approval blank is just the same as going into a jewelry store to look and see if the jeweler has the watch you want. We send the watch for you to lookat first; then AFTER havingseen the watch you can decide whether or not to buy. If the beautiful Burlington at its anti-trust price is satis‐ factory to you, you pay $5.00 at the express office after inspection (watch is sent prepaid). And the balance you can pay cash less 3% after carrying the watch a few days or you can pay the balance at the rate of $2.50 a month. Someof the wealthy people buy on these easy terms as they then do not feel the expense. Prices: A l l Burlington watches a r e identical in quality of movement and quality of cases. Prices vary only according to extras. Men’s open face watch.........$25.00 Ladies’openfacewatch.........22.50 Chain, fob or chatelaine free. See page 45 ‘Extras: F o r Montgomery Dials, page 3 3 . . . . 2 5 c Th tentee’s regul. lty of 25 cent Gis:rao‘is‘thus ceceed are. ison page 33. Men’s hunting watch...... ....$27.50 Ladies’huntingwatch.......... 25.00 Chain, fob or chatelaine free. See page 45 F o r Enamel Monograms .........$3.90 See a g e s #8; 20and 22. ForImportedGoldDial...........60c §ForDiamondandSetting.......$12.30 F o r Monograms.3 Theseareox a 6 beSS 5 80c As diamondsare furnished as a special accommodation,theyshouldbepaidfor at theexpressofficeat thetimethewatch isaccepted. See page 43. Please bear in mind that we want NO m o n e y down nothing to pay unlessyouaresatisfiedafterexamination. Notacenttoriskbysend‐ i n g the approval order to see the finest watch works and the most beautiful watch cases ever made in Europe or America. Get the great anti-trust direct offer while this offer lasts. May we hear from y o u today? Just a trial order. Burlington Watch Company Chicago aolrregat Sasiagree For French Case Designs.........$1.00 $3.50to$4.00mono- oo”pages30and81. Dodging the Issue Certaindealers,especiallymailorder merchants,are putting forth various ridiculous insinuations against the Burling‐ tonWatchCompany. Theydarenotacceptour$1,000chal‐ lenge, and while they m u s t admit privately that the Bur‐ lington is indeed a superior product, they indulge in all sorts of undignified attacks. The officials of the factories themselves are of course men.of altogether too big a caliber to indulge. in p e t t y personalities. But certain retailers, while thus unable to attack t h e quality and the rock‐ bottom price of the Burlington Watch itself, t r y foolish attacks, yes, some ridiculous, amusing attacks on the company as such. Let the Public Judge The answer to the slurs of that kind is a simple one. The public knows those dealers have an ax to grind; the honest dealer admits that he cannot supply the Burlington at the price quoted direct‐and the public can judge and does judge correctly the superior offer now made direct. Retailers Are Fair-Minded _ On the other hand, there are many, many retailers who -are very fair-minded. They tell their friends frankly that the Burlington Watch Company is really making. an exceptional offer; they do this even when they themselves as dealers do n o t make the sale of a watch. Yes, the great majority of retail jewelers are ““O. K.’”; and in fact the Burlington Watch Company campaign has been deliber‐ ately planned so that it is bound to be a great benefit to the public. Your Opportunity N o w We do notcare whatit costs,we a r e determined to fight it out on our policyof giving the public direct the Rock Bottom price (and easy termsbesides)on theAighestqual‐ itytimepiece. Thatisourwayof meeting the “‘system”’ of the giant factories and the price-boosting “contracts.” Your Opportunity NOW!