Home / Advertising History / Private Label Trade Names on American Pocket Watches: “Burlington Watch Co.” Part 6: Original Features

Private Label Trade Names on American Pocket Watches: “Burlington Watch Co.” Part 6: Original Features

Watch Diagram Enlarged, “Fighting the Trust” Burlington Special Watch Advertisement, Missouri Valley Farmer (Topeka, Kansas), June 1908
Pictured: Watch Diagram Enlarged, “Fighting the Trust” Burlington Special Watch Advertisement, Missouri Valley Farmer (Topeka, Kansas), June 1908

The earliest advertisements by the Burlington Watch Company included a detailed diagram of the watch denoting key features of the first “Burlington Special.”

The double-sunk dial was shown as marked “Burlington Special” with five-minute indicators around the perimeter. The hand-engraved hunting case featured solid gold hinges, an antique solid gold French bow, and a glass dust cap so customers could easily see the movement without fully exposing the works.

The illustrated diagram also distinguished features of the “thin model” 16-Size movement:

  • 19 Jewels Imported
  • Stem Wind
  • Lever Set
  • Micrometer Regulator with Special Adjustor
  • Hand Hammered Imported Main Spring
  • [Tungsten] Steel Pinions
  • Adjusted to Standard Position
  • Adjusted to the Second
  • Interchangeability of All Parts
  • Regulated Automatically To Temperature

From the beginning, the Burlington Watch Company issued a lifetime guarantee on both the movement and the case, effectively reducing any reluctance of potential customers to order a watch via mail.

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