Hamilton 1937 Boulton? No, The Manufacturer’s Prototype

In 1936, the Franklin D. Roosevelt administration published economic information that indicated the country had regained levels of employment similar to those of the late 1920’s prosperity. What would one expect during an election year?

With all of Roosevelt’s hype, during his fireside chats, what would a company like Hamilton do?

Hamilton toyed with the idea of entering the market with lower quality watches, something along the lines lower cost watches, but with the Hamilton logo.  Think of it as Hamilton’s way of getting their feet wet.

The Marketing Group fabricated a number of watches using 10 karat gold, lower quality movements, and cases. This watch is a remnant of Hamilton’s test balloons.

Ultimately, the company decided to go with other 10 karat watches and 987A movements instead of their premier 980 and 982 caliber watches.

Adding Insult to Injury

The government did not mention employment when publishing its financial reports. Unemployment actually remained high.

The year 1936, began with a quiet prelude to a major recession that peaked in 1937. The American economy unexpectedly fell again, lasting through most of 1938. Production declined, as did profits and employment.

The Hamilton marketing group produced numerous prototypes for the mass market.  Again, they used 10K Star company cases instead of the usual 14K Wadsworth. Ultimately, Hamilton did release a line of cheap watches with their older movements.

They decided to leave the 980 and 982 line alone. The company made this watch for possible inclusion in the lower cost or mass market product line. It has a 10K Star case, brushed steel dial, and a 980 movement. It does not have a butler finished dial their customers were used to seeing in their higher-quality watches.

Hamilton’s management did not place this watch in the 1937-38 catalog or release it to the public. While it has identical dimensions to the 1940 Boulton, it’s simply a prototype used by the marketing group. It’s one of the kind.
In a letter to its jewelers and sales representatives, the company wrote: 
“Never has Hamilton attempted to reach the mass market, believing that any effort on our part to produce a lower grade watch would seriously endanger our standing as producers of quality timepieces.” 
Contrary to their letter of 1937, the company finally went on a manufacturing and marketing blitz with lower grade watches to compete with Elgin. To their great misfortune, Hamilton failed as a mass marketer and maker of low-priced watches. People continued to perceive Hamilton as a high-priced watch, so the company never reached their low-end sales goals.
If you collect Hamilton watches,  you might want to own a unique watch like this for your collection. 
This watch shows no wear, has a mirror finish, sleek moving second-hand and a brushed steel dial. 
To maintain the original look and feel, I fitted it with an original 1940 new old stock band. 
Features:
Manual wind
Sub-second
14/0 size, Dm= 18.7 x 24.2mm
H= 3.4mm
17 jewels
 f = 18000 A/h
Power reserve 45 Hours
Balance staff U1798
Stem W2097
Hands1.27 x 0.66 / 0.15mm
Hamilton designed the 980 for high-grade small-scale production. They manufactured less than 700,000 pieces between 1934-1954.

Think of this like you would Depression-era glass. You know the glass that came in cereal boxes? This watch sat in a vault for almost 90 years.

Search eBay for Depression Era Watches

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