Life, 1920-11-04 · page 5 of 60
Life — November 4, 1920 — page 5: what you’re looking at
What you’re looking at
This is **not a political cartoon** but rather a **product advertisement** for Waltham watches, appearing in Life magazine (page 793). The page promotes Waltham's "scientific" approach to watchmaking, specifically their patented process for hardening and tempering the hair spring—a critical component for timekeeping accuracy. The decorative diagrams show the hair spring's coiled structure and mechanical design. The advertisement's claim to superiority centers on solving the problem of hair spring irregularity, which could cause watches to become "erratic time-pieces." Waltham presents this as a technical innovation deserving consumer confidence. The pricing ($250 to $1,500+) positions these as luxury items. The "Proof" headline emphasizes scientific credibility as a sales strategy.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
ient able De- this arly | to FE iE SCIENTIFICALLY BULT WATCH IN The Waltham 7% Ligne The movement is actually smaller than a dime in diameter $250 to $1,500 or more depending upon the case The Waltham Scientific and Exclusive Process of Hardening and Tempering the Hair Spring in Form of a watch what gravity is to the pen- dulum of a clock. The Hair Spring is so extremely important in its mechanical functions that we affirm —awatch is only as good as its hair spring. Therefore, the Hair Spring that most closely approxi- mates perfection in the watch you buy. gives you more value for your money as a time-keeper and as an appreciated investment. The Waltham Hair Spring is the only Breguet Hair Spring in the world that is hardened and tempered in form. In other words, the end of the unscientific hair spring is twisted into the Breguet chape aftzr the spring is hardened and temper Te: Hair Spring is to the balance wheel Therefore, if this unscientific hair spring happened to be of fine steel temper, it would have to function under undue stresses. What does this imply? That, sooner or later, the resiliency of such a spring must deteriorate, making the watch an erratic time-piece. The genius of Waltham overcame this unknown factor of irregularity in the Hair Spring by inventing and patenting a process whereby the whole hair spring was shaped to its ultimate use cnd kept in that perfect shope while being hardened and tempered. The over-coil called Breguet (after the name of its inventor) was 8 great invention of years ago, but it affected only the outer half ofthe spring. And, because of the Waltham aclentife method of hardening and tempering in form, it became possible for Wal- tham to perfect and add an inner terminal bend which gives equal action to both ends of the spring. This is a vital and exclusive Waltham invention. It gives to a Waltham Watch a greater dependability and a closer precision. It has made the Waltham Watch the most tought after watch in the world. It gives to the buyer of a Wal- tham Watch a confidence that herein is the art of watchmaking at its highest development. Last, but not least — the W ham Scientific Hair Spring hardened and tempered in form ts an American invention, exclusively Wal- -— erable argument why your watch selection should be This story is 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