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National Geographic : 1947 Apr
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The most important watchmaking development inover 200 years..! 4 Elgin's DuraPower Mainspring! It eliminates the greatest single cause of watch trouble. And it delivers a steady flow of power for greater accui When watches stop and can't be wound; when they suddenly start losing or gain ing a lot of time, repairmen look first at the mainspring. Over half of all watch movement repairs are due to mainspring failure. For, until now, the fin. _ i_ est mainsprings have been made of carbon steel. They frequently ' lose up to 20% of their strength... watch-running power. Rust, resulting from moisture formed in the case during humid weather or sud den changes in temperature, weakens or breaks them. Even the transfer of a watch from a warm wrist to a cold sur face... as when it's placed on a dresser top at night ... can cause rust that snaps a delicate steel mainspring. DISCOVERED... A NEW ALLOY Elgin's amazing new DuraPower Main spring eliminates _ these causes of main spring failure. It is made from "Elgiloy", a new alloy of metals developed by Elgin after 12 years of intensive research. A DuraPower Mainspring won't rust. Is non-magnetic. And it is '3, so tough that it cannot be broken by overwinding. It will hold its original _ "springiness" indefi nitely ... give a steady flow of power for better -" accuracyday by day andthrough the years! PERFORMANCE... ASIN NO OTHERWATCH S Not since jewel bear ings were introduced in 1704 has there been such an important watchmaking development. Now, to Elgin's famous star-timed accuracy, these DuraPower Mainsprings add a permanency of timekeeping perform ance and freedom from trouble never before possible in any watch. All the beautiful new' Elgins at your dealer's have DuraPower Mainsprings ... and the mark dp on their dials. SEE DEMONSTRATION AT ELGIN DEALER'S A test of mainspring quality no watch manufacturer in the world but Elgin would dare let you make. ELGIN NATIONAL WATCH COMPANY, Elgin, Ill., also Lincoln, Neb., Aurora, Ill. *Patent pending Copr. 1947, Elgin National Watch Co. This Lady Elgin and men's Elgin De Luxe illustrate the beauty of Elgin Watches now arriving at jewelers'. Elgins, witb Federal Tax included are priced from $29.75
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