All about Gruen

by **Fred** » Thu 24. Aug 2023, 11:56

1917
May 2nd JCK (see also April 1st Vogue) & May 5th SEP

Models detailed:
C12
C25
C839
R839
W839
OR41
OR43
W9 1/2
Very Verithin

by **Advertising** » Thu 24. Aug 2023, 11:56

by **Fred** » Fri 25. Aug 2023, 17:12

In addition to advertisements, Gruen marketers did lots of "advertorials." Here is one with some 1918 models that may be unknown (at least that left one is unknown to me), followed by a long placement the previous year. Those platinum octagons!

Feb 10, 1918 - Automotive Journal

June 10, 1917 - Automotive Journal

: 1917-06-10 autojournal adv2.jpg (23.25 KiB) Viewed 69 times

by **Mr. Bieser** » Fri 25. Aug 2023, 18:47

The top left reminds me of a convertible in this very rare ad. Won't see this anywhere else that's for sure!

"several hundred other styles"

by **Fred** » Fri 25. Aug 2023, 20:09

Amazing ad! Deep cuts, there. I see what you mean about the oblong one at top left of my post. And I’m thinking yours has the exact ad electro of the octagon in my advertorial

I can tell this is gonna turn into a Teens weekend for me, guys! Fair warning

by **Fred** » Mon 28. Aug 2023, 08:07

Perhaps I’m stating the obvious to others, but it just occurred to me that this ad is a rare decoder ring, showing the original model # in the 1st Gen wristlet nomenclature (W1 ad inf.) and the matching “new,” 2nd Gen nomenclature model #s. At least for models where that applied.

Again, awesome find!

by **Fred** » Mon 28. Aug 2023, 14:12

Filling in a bit more on wristlets up through the 1917 Blue Book (published late 1916 IMO)--all ads below I think previously shown by others. The August ad above seems to be the first national ad mention of a convertible, whether by that name or not. There was a jeweler ad from Feb 1916 (posted in Jeweler ad thread), which shows they were in play.

1912: Gruen goes big on wristlets--first JCK & national ads seen in May. "Wristlets" tm (?) And an Open-Face configuration with no name. Part of the "Gruen Policy." In jeweler ads (see that thread), we learn they are available in silver, gold, and gold-filled.

1914: We finally see some Hunter configurations. W 3 & W 11 show up in February, but in April we get a good look at those and W 48. Here's a clear ad from June.

1915: November 14k Green-Gold wristlet ads make mention--possibly the first--of a gilt dial to match. Here's a copy from December.

1916: Lots new!
- Graduation ads show wristlets with multi-textured gilt-dials, double-recessed and with recessed area for the brand logo.
- Near end of May we see the "Octathin" wristlet.
- August ad posted above in thread
- And in November comes the W839 with Louis XIV platinum dial. I'd like to see one of those!

by **Fred** » Mon 28. Aug 2023, 15:17

Some of the material available from your friendly Gruen supplier! Consolidating work previously shown...

1913 /1916 - Double Lentile crystals
Originally billed in October 1913 as the "Gruen-Verithin Extra Strong" crystal, Gruen rebranded these as "Double Lentile" circa January 1916.