Private Label Trade Names on American Pocket Watches: “Burlington Watch Co.” Part 60: “Burlington Special” Dials vs. “Burlington” Dials
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When the Burlington Watch Company introduced the new generation Grade 107 and Grade 108 Burlington watches in late 1916, it represented a strategic shift.
The familiar “Burlington Special” name that had been used since the beginning of the company’s mail-order watch business was replaced by a simplified “Burlington.”
Movements were never marked with the “Burlington Special” name. Rather, the company identification, “Burlington Watch Co. Chicago,” was typically marked on either the pillar plate under the balance wheel or the train bridge. Some early variants featured a monogram on the train bridge instead. So, the name transition from “Burlington Special” to “Burlington” was isolated to the dials and promotional materials.
Some late-production Grade 106 movements have been recorded with “Burlington” dials, indicating the company likely transitioned to the new dials while the 21-Jewel movements were prepared for market. The last company advertisement to reference “Burlington Special” was published in January 1916, aligning with this timeline.
Based on this evidence, all Grade 107 and Grade 108 Burlington watches are expected to be fitted with “Burlington” dials. The early 16-Size generations (Grade 174, Grade 185, Grade 805) are expected to be fitted with “Burlington Special” dials. Early production of the Grade 106 watches should feature the “Burlington Special” while later production was mixed with “Burlington Special” and “Burlington” dials.
