One of the panels contains sales copy related to the new case designs: These options were offered in addition to the standard designs advertised inside the catalog.
Today’s post features one of six panels from a folded pamphlet promoting the new case styles available from the Burlington Watch Company.
Pictured: “Our PRIZE Cases Now Ready!” Pamphlet Enclosed within c.1911 Burlington Watch Company Catalog. Jeweler, till we are through with this great introductory, direct offer on the “Burlington Special” - wait until we have placed just a few thousand of these superb Watches among consumers in every town at the present price - then we will prove to you, Mr. And you will notice in our booklet that we do not guarantee the present ROCK-BOTTOM price direct to the consumer permanently.We will always give the public the benefit of our anti-trust price: - but as regards the same price made to the jewelry trade, let us say: -Wait, Mr. “The Burlington Special, if ordered through dealers, would naturally be sold so as to afford a profit to the retailer. The “open letter” is concluded with persuasive statements from the Burlington Watch Company: While appearing to be a letter directed to dealers, the insert is strategically positioned to deter a potential customer from purchasing a watch from a dealer and, instead, buy a Burlington watch directly. Today’s post features a folded insert enclosed in the c.1911 Burlington Watch Company catalog, titled “A Word to The Dealers.” These inserts included additional sales pamphlets and order forms.Ī brief study of these inserts reveals the extent to which the company worked to make the sale. The Burlington Watch Company enclosed a variety of inserts when catalogs were sent to prospective customers. Pictured: “A Word to The Dealers.” Pamphlet Enclosed within c.1911 Burlington Watch Company Catalog.
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