group<\/a> in 1932 as part of an industry consolidation Basically, the name Eterna was kept for watch production, and ETA for movements. Of course ETA is now owned by Swatch Group. Eterna is owned by Citychamp Watch & Jewellery Group Limited. <\/p>\n\n\n\nRoughly six years after the publication of the above ad, Eterna released the Eterna-matic automatic movement in 1948. This new movement used five strategically placed ball bearings, making it more efficient. This also helped reduce wear and tear. The five dots in Eterna\u2019s current logo pay homage to these five ball bearings. <\/p>\n\n\n\n
Wrapping Things Up<\/h2>\n\n\n\n
Of the four ads in this post, the Eterna ad seems more muted than the Rolex and Gruen ads from 1942. Christmas must have been a tough one that year. Like the Rolex ad, Gruen’s 1942 ad is clearly referencing Christmas. It also appears more patriotic, which figures since Gruen was based out of Cincinnati, Ohio. You can almost feel the influence of the war environment seeping through these ads. <\/p>\n\n\n\n
The slogan, “BUY A GRUEN WATCH… BUT BUY A WAR BOND FIRST!”, clearly demonstrates the country’s priorities at the time. There’s also the disclaimer: “Gruen continues to manufacture only such quantities of watches as will not interfere with our aid to our government in the War program”. That’s something unique to the American Gruen that you likely won’t see on any of the other ads for Swiss watches. <\/p>\n\n\n\n
The contrast in tone between Gruen’s 1941 ad and 1942 ad is pretty interesting by itself, in my opinion. It captures an entire shift in the country’s mentality in the span of a year.<\/p>\n\n\n\n
<\/p>\n\n\n\n
Know more about Rolex, Gruen, and Eterna and want to add to the discussion? Please post a comment below!<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"I was recently visiting a friend and noticed some old magazines sitting on the table. They were Esquire magazines from 1941 and 1942, which he told me he’d found at<\/p>\n","protected":false},"author":1,"featured_media":3411,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"nf_dc_page":"","om_disable_all_campaigns":false,"WB4WB4WP_MODE":"","WB4WP_PAGE_SCRIPTS":"","WB4WP_PAGE_STYLES":"","WB4WP_PAGE_FONTS":"","WB4WP_PAGE_HEADER":"","WB4WP_PAGE_FOOTER":"","_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[103],"tags":[56,83,81,201],"aioseo_notices":[],"jetpack_featured_media_url":"https:\/\/i0.wp.com\/lugsandlume.com\/wp-content\/uploads\/2022\/01\/8A7C7B92-ACF1-4B8D-96AB-0D2082F0816A.jpg?fit=924%2C924&ssl=1","jetpack_likes_enabled":true,"jetpack_shortlink":"https:\/\/wp.me\/pdlD1b-Sq","jetpack_sharing_enabled":true,"acf":[],"_links":{"self":[{"href":"https:\/\/lugsandlume.com\/wp-json\/wp\/v2\/posts\/3374"}],"collection":[{"href":"https:\/\/lugsandlume.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/lugsandlume.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/lugsandlume.com\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/lugsandlume.com\/wp-json\/wp\/v2\/comments?post=3374"}],"version-history":[{"count":6,"href":"https:\/\/lugsandlume.com\/wp-json\/wp\/v2\/posts\/3374\/revisions"}],"predecessor-version":[{"id":4316,"href":"https:\/\/lugsandlume.com\/wp-json\/wp\/v2\/posts\/3374\/revisions\/4316"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/lugsandlume.com\/wp-json\/wp\/v2\/media\/3411"}],"wp:attachment":[{"href":"https:\/\/lugsandlume.com\/wp-json\/wp\/v2\/media?parent=3374"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/lugsandlume.com\/wp-json\/wp\/v2\/categories?post=3374"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/lugsandlume.com\/wp-json\/wp\/v2\/tags?post=3374"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}