The Services Watch Company was a budget-priced watch supplier based in Leicester which supplied watches bearing a number of brand names. The watches contained no jewels or were part-jewelled pin-lever watches which precluded them from being offered to the armed services.
All the watches sold by Services were assembled on the continent, mainly it seems at German and Swiss factories. The watches retailed for 12 shillings and 6 pence (12/6). The dials feature “Foreign Made” as a result.
The “Transport” models were made for Services from the mid-1930s, and initially marketed at truck drivers. The watches featured a larger than normal case, a strong luminous dial for visibility and were robust enough to be somewhat shockproof. Watches were supplied with two straps, one for wearing on the wrist and a longer one for wear over a glove or sleeve (see advert).
The “Transport” watch faces incorporated various terms like “A.R.P.”, “Despatch Rider” and aeronautical terms as a marketing gimmick to drive sales.
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