Life, 1928-10-12 · page 29 of 44
Life — October 12, 1928 — page 29: what you’re looking at
What you’re looking at
This page is not satire or political commentary. It's a straightforward advertisement for Gruen diamond-set watches, presented as a glamorous fashion spread in *Life* magazine. The content celebrates Art Deco design aesthetics ("Mode du Bijou" — "Bijou Mode," referencing Paris fashion centers and Fifth Avenue). Multiple watch designs are displayed with their prices ($125–$375) and diamond counts, positioned as haute couture accessories rather than mere timepieces. The Gruen Guild branding emphasizes exclusivity and "high business character," suggesting these watches signal wealth and refined taste. The accompanying text encourages readers to visit their local Gruen jeweler to view the actual products. This represents 1920s-30s luxury marketing: presenting expensive goods as artistic achievements and lifestyle aspirations for affluent readers.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
LIFE 27 GRUEN MODE du BISOU WATCHES Diamond cht Thirty-two diamonds in all, completely encrusting the bezel, but it is the baguette diamond at either end of the dial, in dain 330 above, that bolds the key to chare acter, $475 Bold color contrast enters inte design 304 with 4 large tabachon green onyx, of un- asnal cut, now dominating, ano playing a subordinate tale when 14 diamonds flash their fires. $325 This emblem is displayed only by jewelers of bigh business character, qualified members of the Gruen Guild A MODE dz bijou— LE mais la vraie! Now expressed in a new series of diamond-set watches by Gruen. In Paris, on Fifth Avenue, in the very cen- ters where all our no- tions of design are being literally remade, these watches were conceived. The Gruen Guild Work- shops in Europe and America have united to produce them, So authentically mod- em, so brilliantly in keep- ing with the newest Vogue in jeweled deco- tation, from which they get their name, the Gruen Mode du Bijou Watches are well worth a special trip just to see. _ And you can see them today, if you like! There is a Gruen jeweler near Three more examples are bere pictured from the great variety your Gruen jeweler can please you with. For Gruen diamend-set watches range in price from $10,000 to $60. These, read- ing from left to right, are priced at $125, fs respectively you who can show you the actual watches pictured here—a jeweler you know as one of the very best in your community. 160 and $275, designs 161, 160 and 262 Indesign329 the true modern touch lies bere in the parallel arrange- ment and new setting of the dia- monds, so simple, bence soeffective! The modest repetition of this motif in the smart mesh band, making watch and bracelet one unit, is in reality a brilliant inspiration. 32 diamonds in all, $375 Ie is primarily inthe reatment of watch and flexible bracelet as a single ornament that the Mode du Bijou finds its expression in this distinguished timepiece, design 328. 18 diamonds. $285 Bs His reputation, together with the Gruen name, is a splendid assurance that the watch cases and the diamonds with which they are set are of unquestioned value. That the cases are sturdily fashioned to give ample protection to the fine Gruenmovementwithin. And don’t forget to ask him for the valuable Gruen Mode du Bijou book which tells you many things that every prospective purchaser of adiamond watchoughtto know. Or write direct to GRUEN WATCH MAKERS GUILD TIME HILL, CINCINNATI, U. S. A. Paris New York Los Angeles Toronto Berlin Biel Geneva Engaged in the art of making fine watches for more than half a century comicbooks.com