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Elgin Announces Its Special Anniversary Line

From Horology magazine, August, 1939

Elgin Announces Its Special Anniversary Line

Diamond Jubilees don't happen every day! And when they do-Elgin believes in celebrating the event in a genuinely spectacular way. And so, to honor its own 75th Anniversary, Elgin has created a brilliant Anniversary line, which is just being announced to the trade. Early reports reveal that dealers from coast to coast are realizing already the great promotional possibilities in the occasion and laying plans to make the most of it. As Mr. Schaeffer, Vice President of Elgin, points out:
"The 75th Anniversary Elgins, recently introduced to the trade, are, we believe, the most exceptional timepieces ever created in Elgin's 75 years of American watchmaking tradition and progress.

These superlative watches divide themselves into four classifications: Diamond Set Elgins; Lord and Lady Elgins; Elgin "De Luxe" models of 17 jewels; and EIgins of 15 jewels and less. Each of these groups numbers new models of remarkable beauty and advance styling. And all are constructed in strict accordance with Elgin's latest standards of exacting technical design. For example, all the Lord and Lady Elgins are now being equipped with Elgin's exclusive Elginium hairsprings and Beryl-X balances. As for price - every Elgin Anniversary timepiece bears a most attractive consumer price tag - yet gives dealers a full profit margin."

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