Zale’s Jewelry catalog, Winter 1957-1958
From the quarterly Zale’s jewelry catalog, watch this space. A collection of Christmas gift timepieces for him or her, illustrated nicely in bright yellow inks that make the gold watches pop off the page.
In the days before credit cards, time payments were the thing. $1 a week would buy you the the Bulova Goddess of Time model at upper right, and $2 weekly for about a year would pay for a Hamilton Pacer, a seriously space-age design. In fact you’re looking at the first electric wristwatch, advertised as never needing winding.
Other holiday gift options (and wedding rings) are illustrated on the cover – jewelry, tie pins, fine silver – something for every member of the family from Grandpa to kid brother. They seem to have their heads in the clouds over the bargains inside.
The Zale company began in 1924 with a single store in Wichita Falls Texas. About the time of this catalog, Zale’s was acting about as modern as their Hamilton Pacer electric watches — opening their first store in a shopping center — a major shift away from traditional jewelers in downtown locations.
And that Pacer watch today? Working examples today sell for a minimum of $400, with some models exceeding $1000! Time’s been good to this watch.