Our plain-living, plain-speaking grandfathers used to have a phrase - "Handsome is as handsome does."
You don't hear it so much nowadays - but there are signs that this old-fashioned, sane sense of values is coming back.
It is no surprise to Elgin that men on average are buying better watches today than they ever did.
The vogue of the cheap watch was bound to come, have its day, and die out.
Only to be expected, too, was the mistake in the other direction - regarding a watch as a piece of jewelry rather than as a timepiece. Now also passing out as buyers become better informed.
The field of the Elgin Watchmakers is far removed from such temporary and artificial swings this way and that.
It is the field of the professional timepiece, for people who value accurate time-keeping before all other watch considerations.
A field much larger than some might suppose. For two years past it has been impossible to supply all the Elgin Watches asked for.
ELGIN
The Professional Timekeeper
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