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Lot # 1337 (of 1673)   < Previous Lot | Next Lot >

1929 Babe Ruth Benrus Watch Advertising Displays (2)

Starting Bid - $500.00 , Sold For - $1,175.00

Offered here is an incredibly rare and substantial 1929 Babe Ruth diecut counter display advertising piece, in promotion of "Babe Ruth" Benrus watches. It is accompanied by a smaller counter advertising display that was also provided to stores by the Benrus Watch Company, and both counter displays have been mounted with plastic corners together within a framed display (very easily removed if desired). These are extremely high quality cardboard point-of-sale advertising signs meant to be displayed on the counters of establishments selling the Babe Ruth watch manufactured by Benrus. The fact that the watch cost $39.75 in 1929 is especially noteworthy, as this was quite a sum at this time, suggesting that this was a very fine watch. This may also explain the rarity of the watch itself, as well as the rarity of these store display adverting pieces. These counter displays are the only examples we have ever seen. The primary diecut sign (9.75 x 13 inches) has a standup easel back and features a large illustration of Ruth at bat as well as an illustration of the watch in its custom "baseball" presentation case. The headline reads "Babe Ruth Wears a Shockproof Benrus Watch." The display also makes note that the watch is "The Official Timepiece of America's Leading Airways Carrying the U.S. Mail." It is in Excellent condition overall, with only very light wear along the border and a few small creases in the lower left. The smaller second advertisement is also a point-of-sale display piece. It is designed in the shape of a "Babe Ruth" Benrus watch case. This counter display, which prominently features the price of the watch ($39.75), has flaps along the side and base that, when folded, allow the piece to stand upright for display on a retail counter. The display (5 x 6.25 inches) is in its original, unfolded state and remains in Near Mint condition. It appears that both of these counter displays were never used for their intended purpose but by chance happened to be saved in virtually perfect condition. Both advertising pieces are mounted (by means of clear plastic corners) together within a framed display that measures 22 x 18 inches. Ideally, the framed display is accompanied by a vintage magazine page from the May 4, 1929 issue of Liberty that features an advertisement for the "Babe Ruth" Benrus watch (the magazine advertisement uses the same Ruth image featured in the larger diecut display offered here). This is an outstanding and extremely rare pair of Ruth advertising displays dating from the height of his legendary career. Total: 2 advertising displays. Reserve $500. Estimate $1,000/$1,500. SOLD FOR $1,175.00


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