To watchmakers of the old school, such as Longines, pride of workmanship is evident in every detail of every operation. In a watch, in truth, the smallest cog is just as important as the biggest wheel. Now, pride of workmanship made Longines the world's most honored watch. Honored at world fairs by ten gold prizes and twenty eight gold medals, honored at government observatories with countless prizes and citations for accuracy, honored as official watch by sports and contest associations the world over. Now, for all who have an appreciation for the fine and the beautiful, the pride of workmanship so evident in every Longines watch makes an irresistible appeal. Our particular message at this time is an important one: if you wish to buy and own or proudly give just about the finest watch made anywhere in all the world, your choice might well be Longines, the world's most honored watch, priced as low as 71.50. And regardless of the price you pay for your watch, it's made with that pride of workmanship which made Longines the world's most honored watch, the world's most honored gift. Premier product of the Longines Wittnauer Watch Company, since 1866, maker of watches of the highest character.