THE NEW WATERBURYS.

Mataura Ensign, Volume 15, Issue 1156, 5 February 1892, Page 10

THE NEW WATERBURYS.

- "♦■ A WONDEEFUL RECORD. The average newspaper reader, who has noticed our advertisements from time to I time, often remarks " What a pile of money j those Waterbury fellowß waste in advertising," and no doubt tbis is the view held by ninety-nine people oub of every hundred. The initiated, however, know what a wonderful result; these advertisements have brought about. When the writer came to New Zealand with the Waterbury Watch in 1887, and made the usual trade calls, the wholesale dealers would have none of them ; one Dunedin firm having about a hundred stowed away in a Dowling street; cellar, quite, as thoy stated, unsaleable, because every one considered ifc infra dig to carry . a nickel watch. Retail j -wellers were appealed to, but with no better result. The public will never take to a nickel watch, said they, and f they did we could not sell them without lowering the gtulua of our craft. This position was illogical. I'bey handled nickel clocks, but could nofc be persuaded fco handle nickel watches. This rpaulfc was general in New Zealand, and rot until the advertisements began to appear, and tho public showed their eagerness to obtain these watches could any dealer be induced to purchase them. When a start was made the sale grew by leaps and bounds. Thousands were sold in each city in fche Colony, and the country, stimulated by the " weeklies," began to pour in their order. Shipment after shipmeut arrived, and wero at onco absorbe-i, orders originally modest were doubled and trebled by cable, and yet for moro than half a year we were without stock. Gradually our circle of distributors extended, and many firms finding that a regular " niokel age " had set in, hunted the markets of Europe and America for substitutes. Eaob mail brought small paroels of metal watches equally handsome in appearance, which were offered fco the trade as fully equul to the Waterbury, and on which double the profit could be made. They equalled the Waterbury in outward finish only, nofc as timekeepers ; they, like the man who fell out of the balloon were nofc in it. Still the inducement of excessive profits was potent, and many firms who ought to have known better became parties to the deception, and backed up with their influence the representations of the makors abroad who bad nothing to lose, and were not worth powder and shot, did they imitate tbe Waterbury never so closely. In this manner, and aided by our shortness of Bupply, many spurious imitations were foisted upon fche public and gained a temporary footing. Our boxes were afc firot; imitated, and Continental watches wero cased, so that the outward resemblance was great. Many purchasers were so deceived, and have urged us .several times to take proceedings against tho parties to the fraud, Sufficient legal evidence of the sale aud identity have never beon forthcoming, and all we could do waß to watch "suspects," and wait our opportunity. We place our monogram WWC on the face of every watch, and buyers should see that it is there, otherwise they are being "rooked." Gradually tho public beenme moro wideawake. Our advertisements wore too far-reaching, and having initially created tho demand, we were alao able to minimise the chance of deception. Storekeepers, in the fiat placo, nofc ia the trade, gradually began to consider the Waterbury a first staple. Jewellers saw that their original idea of the views of the public had been refuted by results, and the larger and more respectable who were mosfc in touch with the peoplo overcame their early prejudice aud resolved to supply what their eußiomera required. Judges, Bankers, Mer chants, Clergy, and fche o.her components o our population called for tho waterbury with no uncertain sound. History repeats iceelf. In America, where the Waterbury sales were originally confined to Clothiers and Booksellers, nearly 40,000 Jewellers are now purchasing direct from the Company,^ and are selling no other " cheap watches." Their Swies and Home counterfeits have been sent to Coventry. This is the Waterbury age. In Great Britain the legitimate trade was equally apathetic and not until close on ONE MILLION WATERBURYS had been sold by the great railway booksellers, W. H. Smith and Sons, and others did they chip in, However, to return ta New Zealand, the roaefcion in J'uvor of the Waterburys was as decided as its former opposition was spirited land determined. We have sold during the laat eight months of fche current year more Waterburys than in any previous year of our trade. Orders flowed in by telegraph fnnd telephone, by mail and by messenger, and many of the public who have been waiting months for their watches as well as the trade are iv a position to verify this statement, So far as actual figures go the total sales to date are . 84,790 WATCHES, at\d the population of the colony afc tho last census was 626,359. This gives more than one waterbury to every eight natives and settlers, young and old, males and females, in the colony, and is a result totally unprecedented. " Ah, but how do we know it ia true I says a reader, and for purpeses of corroboration we annex testimonials from four only of the thirty-two firms who are at present acting as our distributing agents, who certify personally to the sale of over 34,500 watches, x 11,952 WATCHES. Wellington, 24th October, 1891. I have examined the books, and find that EIGHT Y-TH BEE GROSS (equal to 11,952) Waterbury Watches have been Bent out of Messrs Kempthorne, Prosser aad Co.'s Wellington warehouse. There have been vory few complaints, and every satisfaction is expressed that such reliable timekeepers can be procured at so small a cost. All the last pricel of Gold Watches have been sold, and tiere is quite a humber of orders on hand fc r them iv the next shipment to arrive. (Signed) Oilando Kemfthobne, Manager. 936 ii WATCHEP. AUCKLANI), 25th September, 1891. We have examined our books and find that we have sold SIXTY-FIVE GROSS (or 9360) Waterbury Watches. Wu have bad no complaint of any importance, and onr customers generally have expressed them-, selves in terms of unqualified approval. — Yours faithfully, E. POBTBK & CO. 4320 WATCHES. Chbistchuboh, 29th September, 1891, We have much pleasure in stating that our experience with tbe Waterbury Watch has been most satisfactory. We anticipated all sorts of trouble from purchasers treating i watch as an ordinary article of trade, but sur fears proved groundless. Out of 360 DOZEN (or 4320) sold by U3, very trifliiig 3omplaint has been received. The almost inanimous opinion is, that for strength and j sorrect timekeeping the Waterbury is unsur { •■assed, —Yours fiithfully, I* Edward Eeecb & Sons, j

9000 WATCHES. Dunbdin, 10th November, 1891. We have examined our books, and find we have sold close on 9000 Waterburys, and the demand for them still keeps up. We havo much pleasure in testifying to the excellent character which these watches have earned for themselves as timekeepers, and considering the large number sold we have remarkably few brought in for repaiis. — Yours truly, New Zealand Habdwabe Co., Ltd. (Per T. Black, Manager.) The remaining twenty-eight firms make up the balance of sales. We attribute this large turnever to the undeniable excellence of the Waterbury as a timekeeper, and its intelligent appreciation by the public, who would never have known of its existence but for the value of the press as an advertising medium. The new short-wind solid silver, and goldfilled Waterburys have arrived, and any person requiring the correct time in an intrinsic setting can obtain the keyless Waterbury, jewelled movements, in either ladies' or gentlemen's size, for fom 22} 6d to 635. The nickel favorites, with improved movements, remain at 22s 6d and 30s, and the long-wind pioneer series is unaltered at 13s Gd. Call and see the new watches before purchasing other Christmas and New Year's presents.