Trade cards were used as a means of advertising for all manner of businesses and products throughout late 19th century America. Advances in color printing, especially lithography, and the advent of the post card helped spur the use of this colorful and cheap advertising medium. Jewelers and watchmakers made use of these cards to not only advertise their wares but also to highlight the fact that they repaired timepieces. This trade card is from a watchmaker and jeweler who was located in Media, PA. It is interesting to note that though the store was in a small suburb of Philadelphia, Mr. Chapman charges "city prices."
Collection of the Library and Research Center of the NAWCC
The Keystone Watch Case Company distributed die-cut printed trade cards to jewelers and watchmakers to advertise their product. These cards were often imprinted with the name and address of the local retailer. Humorous and colorful images were used. The Keystone cases were shown being used for unusual purposes, most of which would not be recommended by the jewelers or watchmakers advertising on the cards. In the example here, the young girl has fashioned herself a pair of roller skates with Keystone cases serving as the wheels.
Collection of the Library and Research Center of the NAWCC
Printer unknown, c.1920
First produced in 1908 by the Western Clock Company (later known as Westclox), the Big Ben alarm clock became one of the most recognized timepieces in the world. Well-built and affordable, clock sales were fueled by successful advertising campaigns. Advertisements like this one could be found in the leading magazines of the day. An ad from the mid-1950’s stated that by that time over 60 million Big Ben clocks had been sold.
Collection of the National Watch and Clock Museum