Life, 1928-12-07 · page 33 of 64
Life — December 7, 1928 — page 33: what you’re looking at
What you’re looking at
This page is **not a cartoon or satire**—it's a luxury advertisement for Gruen diamond-set wristwatches, circa 1920s-1930s. The ad promotes Gruen's new "Mode du Bijou" (Fashion of the Jewel) line, positioning wristwatches as fashion jewelry rather than mere timekeeping devices. Multiple watch designs are displayed with prices ranging from $285 to $475, each emphasizing diamond settings and aesthetic design. The marketing strategy targets affluent consumers by: - Referencing Paris and Fifth Avenue as sources of inspiration - Emphasizing the "Gruen Guild"—a certification mark for jewelers of "high business character" - Offering an instructional book to educate purchasers - Stressing craftsmanship from European and American workshops The page reflects the era's shift toward wristwatches as status symbols and jewelry pieces, particularly appealing to women. There is no political content or satire present.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
This emblem is displayed only | by jewelers of bigh business character, qualified members of the Gruen Guild Bold color contrast enters into design 304 with 4 Large cabochon green onyx of unusual cut, now dominating, now playing a sub- ordinate role when 14 tiamonds fash their fret. $325 47 Is is primarily in the treatment of watch and flexible bracelet as a single ornament, consistent in design, that the Mode dau Bijou finds expression. Design 328. 18 diamonds, $285 In design 329 the srwe modern touch lies inthe parallel arrange- ment and new setting of the diamonds, s0 simple, hence so effective! The modest repetition of the motif in the smart mesh, making watch and bracelet one unit, is a brilliant inspiration. 32 diamonds. $375 Thirty-two diamonds in all, com- pletely encrusting the bezel, but itis the baguette diamond at each end of the dial in design 330 above that holds the key to character. $475 NOW AT YOUR GRUEN NEAR you—right in your own favorite shopping center—the very latest word from Paris and Fifth Avenue, the new Gruen Mode du Bijou Watches. Already the very examples pictured here are on display at your Gruen jeweler’s. Exqui- site timepieces, well worth a special trip to see. In the very centers of the world’s vogue, in Paris, on Fifth Avenue, these watches were conceived. TheGruen Guild Workshops in Europe and America have united so this jeweler near you may bring to you at home, with least possible delay, the most advanced indications of the modern trend in jewelry design. TUCHL, "MODE te Three more examples from the grat eariety your Gruen jeweler can show. Gruen diamond-set wate $60. These, left toright, 181, 5 range in 257 and 189 respectionly And the jeweler is one whose repu- tation you know. Together with the Gruen name, his integrity assures you that the watch cases and the dia- monds with which they are set are of ice from $10,000 #0 are priced at $215, $150 and $175, designs Deamond St 0) On,tehes JEWELER’S unquestioned value. That the cases are sturdily fashioned to give ample protection to the fine Gruen movement within. Let him make you a gift of the valuable Gruen Mode du Bijou book. This book tells you many things that every prospective purchaserof a dia- mond watch ought to know. Or you may write for this highly instructive book di- rect to Gruen Warten Maxers GuiLtp Time Hitt, Cinciywatt, U.S. A. Paris New York Los Angeles Toronto Berlin Biel encva Engaged in the art of making fine watches for more than half a century comicbooks.com