He's a specialist in pleasant surprises
A jeweler is really a very lucky man. In the practice of his profession, he plays a guiding part in so many happy moments.
Think of the confidence you have in him. A new baby-who helps to, chose the silver cup? When Joe is promoted at the plant-who helps pick out the traditional fine Swiss watch?
Who advises lovers about the ring? Who helps the girls at the high school with their class pins? The same man who knows what most kids want for graduation (a really good Swiss watch), what Dad wants for his birthday and Mother for her anniversary.
He’s the nam who’s responsible for so many pleasant surprises in your life. He's your trusted jeweler.
No matter how large or small his store, he's unique among the friendly merchants of your town-with his very special training, knowledge and ability. And he's truly a friend of the family. He should be, because the family needs him. Only an expert jeweler is qualified to counsel you when you shop for your most cherished gifts.
That's why we-makers of the finest watches in the world for over 250 years can give you no better advice than this: "For, the gifts you'll give with pride, let your jeweler be your guide."
The WATCHMAKERS OF SWITZERLAND
©1951 Swiss Federation of Watch Manufacturers
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