Indianapolis Times, Indianapolis, Marion County, 28 April 1948 — Page 14

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Of Finest in Indiana, United States

§ ~~ New Rost Is Now Officially Open to Public; In is new quarters Aost hasibeautiful and functional effect Plans fo Launch Grand Opening Tomorrow - |rewme one ot the aud wt SHOUED ns and out © Tow heater. Rost is pow iticially ‘opened ta the J pute; jéwelry stores in this part of the manship of materials. The deco! modern jewelry stores in Indiana and in the United States. country Re Rae ream i bed yp pe The enlarged, modern store which will launch its grand open- Modern Type Facade |, i dhs solidit 8 teeing . ing tomorrow is completed after construction which began almost| The broad open front 1s a mod-|gervatism which has Xan a 61E a year ago-and which has been. in the planning stage since 1939. ern type facade treated with year tradition of Rost. — Hew 4nd renter Soe of|on commercial building after the| Verdl Antique Marble, plate glass, '* . Sclentifio Lighting iy y e fourth time the yur purther delayed construction|glass brick snd aluminum. and : - : store has been enlarged Jn 61 ; Scientific lighting and air-con~} ; until last year. nickel silver trim. The shop win-|ditioning are also features of the

years as one of Indiana's lead‘ing ‘jewelers. The new store,| The overall planning was a re- dows, with tremendous depth, dis-| greater Rost. The lighting 1s a

which compares with any in thelsult of close collaboration be-|Plays more mercharidise than combination of ‘cold cathode, V fluorescent and incandescent with

nation for efficiency and beauty archi firm carry of functional design, was frst] vw, hae ot 4 of P. an. wiore n thalr entire the amount of light carefully set planned in 1939 by Louls and|3s o'% burg and designing so that it is applied exactly where , Herman Stgashun and associates. hare Co - Ssiuah Store The illusion of the open store|it is needed. The latest improve: War Caused Delay I ie bol al 8 Beads, sa (is completed through unusuai|ments in air conditioning have § E : [way . ng construction| ..,, been installed to give Rost yea i 2 It was in 1939 that preliminary|in general was executed through case treatment which makes d T B+ sketches covering the enlarged Brandt Brothers contractors. The|the cases seem to run out to the| a Somtort, f | “area of the store was started. design, layout and fabrication of|sidewalk, , The walls and cases are native 3 War Jeuts delayed the remodefing, the interior was the work of the| . The interior; startlingly simple Rifles. 2 al ytd oT : and continuation of Tes ns' Freeman . : fon of restrictions Freeman organizatibn. In its treatment, has achieved It8|y;, oreq panels have been used with effect and imagination and the functional metdl trim is ex-

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floor. “© Wide Staircases To the rear, two wide staircases lead to the newly developed mezzanine, Here are housed the

: _. |truded nickel siiver. , —— b fe ema car.| THE NEW ROST WATCH DEPARTMENT —In this greatly enlarged section of the greater Rost are service 3 : Yiod ‘out over the sutire” firm featured the largest stock of watches in the Middle West. The watch department is located on the main floor, « makes

Best of Watchniaking Art Offi Offered in Wide Selection | Sire

t \ enlarged. cameras shop, the glass and china section, radio and rec- a Te ; i . tk: . ord department, luggage depart-| ¥ Middle West's Largest Stock Includes. ws 3 Stream! 0 [Giant Sirs department an Jepalr Timepieces in Standard, Novel Designs RE wei hs i are also accessible by elevator. The Susser wie Bes 2 1 he Freater Rost Stes So Suloct the § greate v a watch may make his selection from the largest stock of watches © cre § | oan are uaa i is i in the Middle West. I : i ; in the mez Loi Y {ground for the line of merchan-|& “The new enlarged Rost now carries all the outstanding brands Was espe To a dise featured. ; manufactured—Hamilton, Elgin, Gruen, Bulova, Benus, Longines, _ customers Lr BERNICE = 14K nat 9 : Rost ‘will present iia pew im Omega, Rolex and ‘Mido—every nationally knowngprand in every Iafactory ; : ou : . a - pular style. 5 - ! : ural or white gold-... ROST features the Finest in [proved store to the public with I enlarged watch de.|InE%: 18 & miracle of engineering di $100.00 2 ho a grand opening tomorrow partment, on the first floor, in- with easy, precise alarm settings. . in . COHAN A through May 5. Piudes. scparils departments for|LnS-Marm. g clear buzzing und 3 3 is wiih : aa men’s wrist watches, ket| Which gave the watch the Thick- ; , : Hami Be: ff Ch watches, ladies’ watches and/ name Cricket.” rings right on... J. . Ln ” : : ns 0 er Charts specially designed jeweled and the dot, with such precise work. 5 = : Er . h “one of a kind” watches. 2 manship that it will ring a mine aS I \ 9 On Birthstones In addition to the large stock of|Ute After the setting. ) ~_ standard men's and women’s Met Rigid Tests There's One of the services offered by dress watches, Rost features Rost is one of the fine jewelers en's watcl a Cc es ~ |the greater Rost Jewelry Co.'s watches unique in many ways. |Omclally appointed as Vulcain As the : z fine. gems. department is an in- For E Y Agencies for “Cricket” The the past _— wy formational chart on birthstones. Thal very Purpose selnd (watch was awarded thé official makers h kids Horca “Boa Yop The chart, invaluable aid A Specially jolts c ®| Swiss certificate given only to which als a Have you been hoping for selecting the right stone for ’ those n ign Again occupasithose watches which have met - mother’s ¢ § Fomor * b gite, 5 both the! La tionat 220] 4s is I wearers— rigid tests for precision timing. fashion th or a Hamilton— | modern and traditional birth- Watesptoo/; dustprees shockproof} All of the new lines of watches of these is i America's fine watch stones for each month. . '™ gn o and{by major watchmakers also are departmen fine = commercial purposes. available at Rost, including the Jewelry Ci TL . for Jf «r). Mogepted birthstones are: . One watch shows the phase of |excellency group which features a They inc 5 : ~for yourself of-. Birth month, Modérn, Traditional. TP AAT "Fa the moon. Another is equipped;21.jewel line of watches for men §§ old-fashior : ‘ " col January—Syntholite, garnet. i mabe oe : ‘with a calendar which tells theland women; the Elgin watch with J ~~ Watches “\ 4 pd GILBERT — 14 Of soma very speci Yebiua Ultralite, amethyst. month and day. At the end of the|the new DuraPower “mainspring, which the f= ‘wal gold... $! gift occasion? They're March—S8ynthetic blue spirel » nats ay jk md Sdjusis Bloons of the giegiest inprovemeals “hraneict 3 : ; i 2 yn pirel, |S. Sin matically and starts on the new in the construction of a watch in in which t 8 % here now-—smarter b ch \—— ” RAN PAINE CRP Do SHAR VRS y , year. x 100 years, and the Gruen exclus beneath sii 3 i y ma : April—Zircolite, diamond. THE GREATER ROST—The “open front" illusion windows of tof the oft ubigue_watslies give Curvex watch, ay These at : : finer than ever ~~ | May—Emeralds, emerald. the new. Rost front provide a sweeping view. clear to the rear of |ajarm wrist watch, which re- an aflabi on ion a Jewel gh 1. pe : : HF 1s sot off with plate : teh, are available in the new, enlarged §- look” ense: 45 yi x Balcre: and. June—Ceylon sapphire, pearl. | the store. The Verdi antique marble front is set off with plate” icently had its world premiere. watch department ‘of the greater - . 8. Omen . July—Synthetic ruby, ruby. lass, gléss brick and aluminum and nickel silver trim. - “Cricket,” the wrist watch that|Rost. i Come glass, g : and nickel silver trim. sm. 3 ere see for yourself— | August—Erinide, sardonyx. v fH ro rey ro |apmr—eroee rss Ne Rost Advises ENDICOTT Lala ] i all the way through! oon: g for W atel

~ Mechanism Needs

- Careful Attention : : ” Watches, unlike women, dont - talk back. But if one did, here's what some of the skilled repairmen in Rost's repair department, , things it might say: ; 1] “My object in life is to tell : :

; time correctly, year after year. I a have been scientifically con THE PRECISION. WATCH Ban adfusted Wider the nos: The two features that have made GRUEN left the factory, I was as accurate °"® of America’s greatest names in ‘and dependable as a watch could watches are (1) its absolute dependability ever be. and (2) its beauty of design. For the man “I am one of the most delicate; Or woman whose_time is of value . . . it's mechanisms in ‘general use; yetia GRUENL . = 1 must function day in and day out—throughout the years—with ’ {the utmost accuracy. Of course, {you will want me to give you service. I will do my part if you treat me kindly. 1. “You will carry me around all| through the day. Tha ihotion of} = your body-the” restlessness of) i: your arms-—wiil jolt and jar me, and as a result, a few days may elapse before I become accus-| - tomed to my new surroundings. So don't be impatient if I do not perform properly the. first few cot GAYSe-L- may. have to be adjusted once or twice by the jeweler from whom you. purchased me until I become thoroughly acclimated to my new environment. : structed. Some weigh tons. Many of the parts are so heavy that an ordinary person cannot lift ithem. And yet, automobiles must “receive frequent attention. The oil has to be changed every 500 |miles or so; nuts and bolts have "Ito be tightened. If this is not done, trouble is sure to follow. Tiny Parts ’ “I am made up of tiny parts, some 8o small that they can hardly be seen by the naked eye. {Some of ‘my parts are so delicate that they are thinner than a human hair.’ And yet I work twenty-four hours a day, for endless years, if I receive a little care and attention. ; All you need do is: ONE: Wind me fully when you arise in the morning. Your awakening hour ' is far more regular than the bed-time hour. TWO: Don’t open the back of my case. The tiniest speck of dust or moisture may harm my mechanism. THREE: Remove me from your wrist when washing your hands. A tiny drop of moisture entering my case may rust the hair spring or other vital part. y FOUR: If my crystal ever et. breaks or cracks, immediately replace it with another. Don't let : dust get on to the dial, . s ! FIVE: Don't bang me around ’ Choose From Indiana \ unnecessarily. My delicate pivots y , may bend; some of the tiny jewels ¢ Ha ., |may crack. y is ! Largest Selection of | “8IX: Don't forget to have me FA) gs . ~ {cleansed and "ofled ' regularly

en ARI rt Veri-Thin an i ... Curvex HR “w Models Are Priced From © $33.75 3 3 |

A Complete Selection of 1948 Gruen " Feah Watches | DuraPoy Now Shown ' i at ROST, |

Ree . ) TN. other gift 1 + Ne 4 3 Ba ind .. ‘will be so appreciated...

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of your love and affection...

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* Pates Pending

CONVENIENT BE PAYMENTS | EASILY | ARRANGED

, : on gi apo 0 every 30.0 13 months, fo - Famous Watches “1¢ 1 disappoint you at any time,

take me back to the jeweler from ‘ {whom you bought me, . Don't take me to unreliable or in~ __|eficient watchmakers; they may

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