Gruen Guild Watches, 1926

In the 1920s, the company rebranded itself as “Gruen Guild Watches.” The new name harkened back to European traditions of craftsmanship. Likewise, the company logo conjured up images of Europe during the medieval era, when many professional guilds had their own coats of arms. From: Gruen Standardized Parts for the Trade, Catalogue B, 1926.