Life — July 1, 1920 — page 7: what you’re looking at

Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.

POISSON CM BUT WATCH IN Tit =) WORLD is Waltham Colonial A Extremely thin at no sacrifice of accuracy Maximus movement 21 jewels Riverside movement 19 jewels $200 to $325 or more depending upon the case The Waltham Scientific Method of Mounting Jewel Bearings, that is so Important in Your Watch HE bearings of a watch are jewels because a precious stone is the hardest known substance for use in this important function. The harder the material and the smoother its polish the less resultant friction. The chief problem confronting the old-time watchmaker when he first conceived the idea of using precious stones was a correct method to secure properly the jewels in the plates of the watch. To do this, he cut a seat in the watch plate, then with a sharp tool forced the metal over the edge of the jewel. So important was the necessity of securing the jewels rigidly in relation to their bearings (with the pivot hole exactly in the center and the jewel in perfect alignment with the plate and pivot so that the jewels could be removed easily for cleaning or repairing when injured) the Waltham Watch Company, after years of painstaking development, created a scientific method of jewel setting which made it easy for the jewels to be so removed and reset without affecting in any way the original time-keeping quality of the watch. This scientific Waltham Method secures the jewel in a separate brass or gold setting. This setting is cut to a diameter, to fit perfectly its aperture in the plate, then pressed to its cor- tect position in relation to the pivots (or axle) completing the jeweled bearing. The special tools invented by Waltham so expand the jewel setting in its aperture that it becomes rigidly located. This eliminates the method of using holding-screws and greatly sim- plifies the work of the watch repairer whenever it is necessary to replace a jewel bearing. The Waltham Scientific Method of mounting jewel bearings is a distinctive and better way of securing the jewels in the setting, and also of the setting in the plate. It provides the easiest and safest way for the repairer to handle your watch. It protects the original timekeeping quality of the watch. It reduces up-keep and insures a continuous satisfaction because of de- pendable time-keeping service. This is one more reason, in addition to many others of like value, why your watch selection should be a Waltham. This story és continued in a beautiful booklet in which you will find a liberal watch education. Sent free upon request. Waltham Watch Company, Waltham, Mass. WALTHAM THE WORLD'S WATCH OVER TIME comicbooks.com