As much as I gripe about modern makers flogging supposed military connections of their watches that frequently have little if any basis in fact, it’s easy to forget that the phenomenon is not exclusive to the modern era.
Heck, for that matter the entire evolution from pocket to wrist watches was borne out of soldiers’ preference for the convenience of watches worn on the wrist during WWI that subsequently became popular in the civilian market, so it only makes sense I guess.
The Cincinati, Ohio-based Gruen Watch Company was an importer of partially finished Swiss-made movements that became especially famous for its “Veri-Thin” and “Curvex” models. And although Gruen never made any official military issue watches over the course of its lifetime of which I’m aware, they sure weren’t afraid to let that stand in the way of using military themes in their war-era advertising.
Interesting how Gruen seems to think gold-filled watches might have been appropriate for military usage. Perhaps it owes to restrictions on the use of steel and other metals during the war years.