Life, 1928-02-23 · page 2 of 35
Life — February 23, 1928 — page 2: what you’re looking at
What you’re looking at
This is a straightforward **advertisement, not satire or political content**. The page promotes Hamilton watches, positioned as luxury timepieces of "railroad accuracy." The headline "How to tell if you want a new watch" uses light humor to frame a sales pitch: it suggests that admiring an attractive watch in a jeweler's window indicates desire for one. The copy plays on aspirational messaging—these are high-end watches ($48–$685 range, expensive for the era) made in precious metals. Three watch models are displayed: "The Square," "The Oval," and "The Brunswick." The advertisement emphasizes accuracy and craftsmanship as selling points, using the slogan "The Watch of Railroad Accuracy" to suggest reliability and precision. This represents typical mid-20th-century luxury marketing: quality, prestige, and subtle persuasion disguised as friendly advice.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
How to tell if you want a new watch Maybe you want a new watch and don’t know that you do. Here is a way to tell. Does the sight of a beautiful new watch in a jeweler’s window attract you —stop you—fascinate you? Do you instinctively pause to look at it? | Do you glance to see if the price is | displayed before you move on? If 80, you have a deep, unconscious | want for a new watch, and either you or your family should do something } about it right away. For remember this: No man ever did buy a beautiful and accurate watch, and then regretted it. No man—no woman —was ever heard to say: “What a fool I | was to buy so accurate a watch as a Hamilton!” You really do want a new watch. So next time, go a step farther than window-shopping. Go inside. Your jeweler can show you the Ham- ilton Watch in many models—strap or pocket, for men or women, in cases of filled gold, solid gold and platinum—at prices that range from $48 to $685. Two booklets, “The Timekeeper” and “The Care of Your Watch,” will be mailed on request. Address Hamilton Watch Company, 899 Columbia Ave- nue, Lancaster, Pennsylvania. Top... . Man's Strap Model, The “Square.” A shape in increasing vogue— especially among men who appreciate that rare combination of accuracy and smart appearance in their strap watches. In filled gold or 1ik engraved, $57 and $87, Also at $55 and $85 in plain cases, Center... .. Man's Strap Model, The “Oval.”* Quite smart, new, quite sturdy is the new Hamilton “Oval” strap model in either filled of 14k green or white gold, Fitted with the excep- tionally accurate Hamilton strop watch move ment. Plain at $55 and $85; engraved at $37 ond $87. Below .... The Brunswick Model. Designed with an eye to tomorrow— but not at all ornate, 14k green or white gold engraved, sith dial shown, $112 to §1: Other Hamilton Models at $48 upwards. ar Hi! on Thc Railroad Accuracy comicbooks.com