From Horology magazine, February, 1939
For the purpose of concentrated appeal to youth, the watch company is bringing out a group of special "Anniversary" watches. These, in seven designs for men and four for women, are slated as attention-getters. The 11 models are 10-karat natural rolled gold plate, with Veritas metal backs and raised figure dials. The ladies' watches are semi-baguette size and have a silk cord band with ratchet center.
The "Anniversary" models are particularly interesting to jewelers, because they are to carry a special consumer price for the seven weeks between February 1 and March 18. Watch values never before offered for less than $24.75 are to sell for $19.75 with an attractive mark-up.
Complete tie-up materials are offered jewelers in the form of window and counter display cards, newspaper mats, window streamers, special Valentine postcards, and direct mail aids. In addition, strong advertising support in magazines promises important aid to the retailer in making the most of this opportunity.
The retailers' resale prices are protected in all states which have enacted fair trade laws. At present such laws have been enacted in all but three states and the District of Columbia.