c.1885 Aurora Watch Company Trade Card with Factory Engraving
By 
The Aurora Watch Company was organized in 1883. Despite ambitious plans, the company was never able to find the momentum required to fully compete with larger watch factories like Waltham and Elgin. As a result, the company failed within a decade.
This rare trade card represents the Aurora Watch Company’s efforts to promote its watches on the market. The front features a detailed engraving of the watch factory in Aurora, Illinois. The reverse showcases the merits of the Aurora watch.
“This Company manufactures a complete line of full plate Watches, from ordinary to the finest grades, for all classes of watch wears. They are all made with quick train, and are especially adapted for railroad and all ordinary and severe service. All made dust proof, have the perfect safety pinion, which prevents damage to parts in case of mainspring breakage, and Johnson’s patent attachment to regulate pins which prevents hairspring from catching, and important improvement controlled by this Company. The stem-winding parts are made strong and durable, guaranteed as safe, more convenient and serviceable than the key winders. The extra fine grades are made in stem wind only. Every watch is warranted by special certificate, which the purchaser receives from the Company’s Agent. The number of Jewels in each watch (which is engraved thereon) indicates the quality; purchasers observing this are sure to receive the quality they call for. The larger number of Jewels in the better grades also represents the finish, fine adjustment, and care in the manufacture, which produces more accurate time and longer service.
The qualities are divided as follows:
ORDINARY.
Two grades are made of this quality, engraved:
“Aurora Watch Co., 7 Jewels.”
“Aurora Watch Co., 11 Jewels.”These grades are made very strong and durable, and are adapted for hard usage. The 11 Jewel will wear longer than the 7 Jewel. They are both good time keepers. Made in key and stem winders.
MEDIUM.
Four grades of this quality are made, – two in Gilt Finish, engraved:
“Aurora Watch Co., 11 Jewels, Extra.””
Unfortunately, the promotional text ends there. The trade card appears to have originally been a folded piece, with the remainder of the grade descriptions on the missing page.
Aurora watches are sought after by collectors due to the company’s limited production, especially higher grades that feature dazzling nickel damakeening or two-tone finish.
