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The 1920 Gould’s City Directory for St. Louis Missouri lists a Brooks Jewelry & Optical Company at 306 Globe-Democrat Building at 604 Pine Street as a wholesale jeweler.
Peerless Watch Co. is a private label in Seth Thomas 18-size Model 10 and Model 11, and 6-size Model 16. Peerless Watch Co. movements were seen in the Brooks Optical Company catalog.
Number 103 “Peerless” and Number 104 “Century” were manufactured by Seth Thomas. The Peerless movement shown is a hunting Model 11. It was also available in open-face Model 10, and the 6-size hunting Model 16. The Century movement shown is an open-face Model 10. It was also available in hunting Model 11. In his ‘American Pocket Watches – Identification and Price Guide Beginning to End 1830-1999’ Roy Ehrhardt provides a potential clue to one aspect of the “Peerless” origin story, “Peerless (Made for Charles Wendell, Chicago) EA 454 – Illinois Watch Company – 18-size – 15 jewels – open-face – nickel – Model 3 – lever set – Railroad Grade”. Charles Wendell was a jeweler in Chicago who was a founder of Wendell Jewelry, which grew into the wholesale firm of Wendell & Hyman, which eventually went on to become Wendell & Company.
Seth Thomas Private Label & Named Grade Pocket Watches
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