Page 4 Advertisements Column 3

Hawke's Bay Herald, Volume XXVII, Issue 9266, 28 April 1892, Page 4

a CADBURY'S COCOA. i "A perfect Food."-//M«A. 101 I tMß— tmm — ww»w»iiw«nwwi'i iwuiiwwwiwfiw m THE NEW WATERBURYS. A WONDERFUL RECORD. THE average newspaper reader, who has noticed our advertisements from 3 time to time, often remarks, " What a f pilo of money those Waterbury fellows ' waste iv advertising !" aud no doubt this f is the view held by ninety-nine people out 3 of every hnudred. The initiated, how--8 ever, know what a wonderful result these r advertisements have brought about. a When tho writer came to New Zealand V with the Waterbury Watch in 1887, aud ' made the usual trade calls, the wholesale ■ dealers would have none of them ; one r Dunediu firm having about a hundred II stowed away in a bowling-street cellar, quite, as they stated, unsaleable, because 7 every one considered it infra dig to carry a nickel welch, Retail jewellers wero appealed to, but wirh no better result. Thu public will never take to a uickol ivntch said they, and if they did we could . not sell them without lowering the status . of our craft. The position was illogical. They handled nickel clocks, but could s not be persuaded to handle nickel watches. This result was general in New Zealand, and not until the advertisements began ' to appear, and the public showed their eaireruesß to obtain these watches, could I any dealer be induced to purchase them. I When a start was made the sale grew by leans aud bounda, Thousands are sold in p.acn city in the Colony, and the country, . stimulated by the " weeklies," began to „ pour in their orders. Shipment after ' shipment arrived, and was at onco ab- . sorbed, orders originally modest wero doubled aud trebled by cable, and yet f for more than half tho year wo wore , without stock. Gradually our circle of distributors extended, aud many firms finding that a regular "nickel age" had set iv, hunted the markets of Europe and | Aninca for substitutes. Each mail , brought small parcels of metal watches j equally handsome in appearance, which , were offered to the trade as fully equal \ to the Waterbury, and on which double ", thu profit could be made. They equalled I the Waterbury in outward finish only, , not as timekeepers ; like the man who | fell out of the balloon, they were not in it. , Still the inducement of excessive profits | was potent, and many firms who ought to f have known better became parties to the , deception, and backed up with th»ir in- [ lluence the representations of the makers , abroad who had nothing to lose, and were r not worth powder and shot, did they , imitate the U'aterbury never so closely, ' Iv this manner, and aidod by our shortnebs of supply, many spurious imitations were foist upon tho public aud gained a temporary footing, Our boxes wero lit ' first Imitated, and Continental watches ' were cased, so that the outward rcsem- | blauce was great. Mauy purchasers were ! so deceived, and have urged us several ' times to take proceedings against the parlies to the fraud. Sufficient legal ' evidence of sale and identity never have been forthcoming, and all we could do '• was to watch "suspects," aud wait our opportunity. We place our monogram \V\VC on the faco of every watch, find buyers should see that it is there, other\vi;e they are being "rooked." Gradually the. public became more wideawake. Our advertisements were too for reaching, and having initially created the demand, we were also able by advertising to minimise the chance of .deception. Storekeepers, in the first place not in the trade, gradually began to cousider tho Waterbury a lirut staple. Jeweller!) saw that their original idea of the views of the public had beeu refuted by results, and the larger and more respectable who were most in touch with the people overcame their early prejudice and resolved to supply what their customers required. Judges, Bankers, Merchants, Clergy, and tho other components of our populatiou called for the Wuierbury with no uncertain fconnrl. History repeats itself. Iv America, where the Wntorbury sales weie originally confined to Clothiers aud Booksellers, nearly 40,000 Jewellers are noiv purchasing direct from the Company, and are selling no ether " cheap watches." '1 heir Swiss and Uomo counterfeits have been sent to Coventry. This is tho Waterbury age. Iv Great Britain the legitimate trade was equally apathetic, aud not until close on ONE MILLION WATERBURYS hid beeu sold by tho great railway booksellers, W. 11. Smith and Sons, and others, did they chip iv. However, to return to New Zealand, the reaction iv favor of the Waterburys whs as decided as its former opposition was spirited and determined. We have sold during the last eight months of the current year more Waterburys than iv any previous year of our trade. Orders flowed in by telegraph and telephone, by mail and by messenger, and muny of tho public who have been waiting months for their watches as well as tho dealers aro in a position to verify this statement. So far as actual figures go the total sales to date are 84,790 WATCHES, and the population of tho colony at tho last census was 026,359. This gives more than one Waterbury to every eight natives and settlers, young and old, males and females, iv the colony, and it is a result totally unprecedented. "Ah, but how do we know it is true ? " says a i reader, aud for purposes of corroboration ' we aniiox testimonials from four only of the. thitty-two firms who aro at present cting as our distributing agents, who certify personally to the sale of over 34,500 watches. 11,952 WATCHES. Wellington, 24th October, 1891. I have examiued the books, and find that EIGHTY-THREE GROSS (equal to 11,952) Waterbury Watches have been sent out of Messrs Kempthorue, I'rossei and Co.'s Wellington warehouse, Thcro have beeu vory few complaints, and every satisfaction Is expressed that