Private Label Trade Names on American Pocket Watches: “Santa Fe Special” Part 8
By 
The Santa Fe Watch Company frequently advertised their merchandise in local newspapers, enticing potential customers with attractive payment installments that allowed them to make a more significant purchase with an affordable down payment.
As early as 1909, the Santa Fe Watch Company offered Elgin, Waltham, Hampden, and Howard watches with $1.00 down and $1.00 per week until the balance was satisfied.
This strategic plan worked exceptionally well, and in 1913 the “Santa Fe Special” watch was introduced using a similar payment scheme.
