Jeweler ad from March 21, 1924--fully two months before the Cartouche 37 case design patent was filed--showing the model was already in play/presumably for sale on shelves.
Not nearly as cool from a watch standpoint. Lots of cartoon ads in this visual style from Gruen for their retailers. But this ad gets me: it's the only "bloody mess" ad I've ever seen for a watch. I also notice a curious amount of detail in one feature of the victor
Two wristlet ads from the 1910s. - June 1912, showing Gruen offered silver wristlets. - Feb 1916, with good pics of 5 Gruen models (bet these could be id'd from the 1917 Blue Book)