National Geographic : 1947 May
The most important watchmaking development inover 200 years! Elgin's new DuraPower Main spring*eliminates the greatest single cause of watch troubles, delivers even power for greater accuracy An Elgin Watch for the graduate! It's as traditional as com mencement day rites. And for graduates this Syear... not only the most beautiful Elgins ever made but Elgins that have in them the most important watchmaking development in over 200 years! Elgin's DuraPower Mainspring eliminates 99% of watch repairs due to steel mainspring failures! When a watch starts losing or gaining considerable time it's often because these steel mainsprings lose up to 20% of their resiliency. Or thun derstorm weather and sudden changes in temperature can cause rust that weakens and breaks them. But Elgin's DuraPower Mainspring stops these troubles. It is a mainspring made of an entirely new alloy that will not rust, that holds its original "springi ness" indefinitely, is non-magnetic and cannot be broken by overwinding. Now, to Elgin's star-timed accuracy, The accuracy of each Elgin is checked , by Elgin's own observatory time that's correct to hundredths of a second. Elgin i is the official time of United Air Lines. is added permanency of timekeeping performance and freedom from trou ble never found in any watch. Your graduate, eager for the new est, will surely prefer an Elgin. See this demonstration of the DuraPower Mainspring and the beautiful new Elgin Watches at your dealer's. 2 ELGIN NATIONAL WATCH CO. Elgin, Ill. Also Lincoln,Neb., Aurora,Ill. Illustrated left to right-21 -jewel Lord Elgin. Lapped 14K natural gold filled case, 18 K gold applied markers on dial. 19 jewel Lady Elginwith lapped 14K natural gold case. Lord Fhlin. 21 jewels. Distinctive black dial. 'iigh curved crystal. Lady Elgin. 19 jewels. -liig c uired crystal. 14K natural gold filled case. Lady's De Luxe. 17 jewels. 10K natural gold filled case. gold jilled bracelet. Be sure to see them. Elgins, Federal tax included, priced from $29.75 COPYRI.HT1947,ELGIN 'PATENTPENDING NATIONALWATCH COMPANY .... ^..