Life, 1917-03-08 · page 33 of 42
Life — March 8, 1917 — page 33: what you’re looking at
What you’re looking at
This is **not satire or political commentary**—it's a straightforward **advertisement** for Waltham watches, published in Life magazine (page 409). The elaborate engraving shows **Time personified as a central figure** surrounded by allegorical imagery depicting human achievement and progress across centuries. The ad uses this historical aesthetic to establish Waltham's authority: the company claims to have been "Time's chariot wheels" for 75 years, serving as reliably as their forefathers did. The text explicitly states this is a **reproduction of an advertisement from 50+ years prior**, framed as the "beginning of national watch advertising in this country." The message is straightforward brand positioning: Waltham watches are trustworthy timekeepers connected to America's progress and human advancement. For modern readers: this represents early **institutional advertising**—companies selling reliability and heritage rather than features or price.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
addressed of unix e date of WALTHAM WATCHES’. Reproduction of a remark. able old engraving printed more than ffty years ago as an advertisement by the Waltham Watch Company, Weltham, Mass. This was the beginning of national watch advertising in this country. ‘OW well this old engraving, now fantastic with age, proves that I | Time bears all things onward. Time is indeed the silent, unseen measure of our life upon this earth And there is nothing in all the world so watchful over Time as a Waltham Watch. These master chronometers have been Time's chariot wheels tor millions of lives during three-quarters of a century. Just as our forefathers, who blazed the glorious trail of human achieve- ment for us, relied upon Waltham time pieces to record their time, so Waltham has created every improvement in the watchmaking industry during the past fifty years. Today Waltham supremacy and Waltham resources have won universal honor and leadership for unexcelled watchmaking. This old advertisement was a prophecy of the world’s largest watch factory, wherein is produced the ‘only complete variety of jeweled watches and the leading watch in each grade. When you are about to purchase a watch it may be well to remember that there is indeed nothing in all the world so watchful over Time as a Waltham Watch. WALTHAM WATCH COMPANY WALTHAM, MA comicbooks.com