Burlington Watch Co. – Fighting the Trust!! (Feb, 1909)

When I saw this ad I assumed that the “Fight the Trust” rhetoric was just an attempt to capitalize on the anti-trust zeal of the time, and to some extent it certainly was. I’m pretty sure they did, in fact, care about “what it costs” to produce and sell their watches. However there apparently was a Watch Trust that controlled much of the market around this time.

More information about the Burlington Watch Co. at pocketwatchrepair.com and the NAWCC (National Association of Watch and Clock Collectors).

Also, “Be posted” is an odd turn of phrase, which I guess means “send mail in some form or another. I’d never heard of sending “a postal”, but it seems it simply meant to send a postcard.

Fighting the Trust!!

The Smashing Anti-Trust Fight Now On!

Trust Prices Eclipsed at Last!

An absolutely first-class high-grade watch at a price within the reach of the people—The Burlington Special No-Trust Watch.

The World’s Masterpiece of watch manufacture—the Burlington Special—now sold direct to the public at it’s rock-bottom, no-trust price (and besides without middlemen’s profits).

We do not care what it costs -we will uphold our Independent line and so we are making the most sweeping, baffling offer ever made on watches.

“Cheap” watches with famous names on the dials are indeed sold “cheap;” but on really good watches manufacturers and jewelers have “systems” and “contract’ agreements to keep up prices and push only “big profits” lines. So we are now forced to market our high grade watches direct at the very same price the WHOLESALE jeweler must pay.

This Is your opportunity-NOW—while this great no-trust offer lasts—get the best watch made anywhere at one-third the price of other high grade watches. Furthermore, in order to fight the Trust most effectually, we even allow terms of $2.50 a month on our finest watch—easiest possible payments at the rock-bottom price, the Identical price the Wholesale jeweler must pay.

Watch Book on request Now do not miss this opportunity. At least we want yon to know about WATCHES and WATCH PRICES. Write Today.

Be posted

Send a postal or letter or simply mall coupon without sending a letter and get the free book.

BURLINGTON WATCH CO.

Dept. 1352, Millard Sta. Chicago

2 comments
  1. mcubstead says: February 7, 20134:28 pm

    I read some place that one of the things that helped spur the anti-trust act was the practice of distributers and retailers entering into agreements not to sell, repair, or service products at a lower cost than the product being protected.

    “Be Posted” is , amazingly, an old legal phase, that still sometimes shows up . It means: to receive written notice of duties, obligations and responsibilities. In modern advertising it would be stated, write for Additional Terms and Conditions .

  2. Bill Thompson says: February 7, 20138:41 pm

    From the context, “be posted” might be a more vernacular phrase, as in: “send for our free book and be posted on watches and watch prices,” i.e., get a Burlington Watch catalog.

    I love the simple earnestness and wordiness of early advertising. You don’t see ads like that much anymore.

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