What was advertised in a colonial American newspaper 250 years ago today?
“He will mend and clean a WATCH for one half what Simnet will, let him mend as cheap as he will.”
Readers of the New-Hampshire Gazette were treated to the next chapter in the ongoing feud between watchmakers Nathaniel Sheaff Griffith and John Simnet when they perused the September 1, 1769, edition. Griffith had previously toned down his rhetoric targeting his rival, but a new development caused him to make direct comparisons to Simnet once again. A week earlier Griffith placed an advertisement to inform the community that “some VILLAIN or VILLAINS … broke open” his shop and stole a gold watch, five or six silver watches, several gold rings, and other items. To make matters worse, the stolen watches did not come exclusively from Griffith’s inventory. Many belonged to clients who had left them for repair. Griffith offered a reward to “Whoever apprehends said Thief or Thieves, so that the above Articles may be procured again.” Griffith faced ruin!
That advertisement ran a second time on September 1, this time immediately above an updated version of an advertisement that appeared two weeks earlier. The original advertisement did not make any allusions to Simnet; it simply encouraged prospective clients to entrust their watches to Griffith’s care if they wished to have them “speedily re-fitted and expeditiously returned.” He did his work “in the best and cheapest Manner.” Given the calamity that he had just experienced, however, the revised advertisement included a second paragraph that explicitly named his competitor. “AS said Nathaniel Sheaffe Griffith has begun anew, he will mend and clean a WATCH for one half what Simnet will, let him mend as cheap as he will.” Griffith went to extreme measures to save his business. No matter how much his rival might try to undercut his price, he vowed to charge only half as he faced the challenge of rebuilding.
Griffith also had a retort for Simnet’s oft-repeated credentials, which appeared once again in an advertisement immediately below Griffith’s revised notice. Simnet consistently argued that his training and experience made him the most skilled watchmaker in New Hampshire. He described himself as “Finisher to all the best original Workmen in the old Country.” Exasperated with the implied disparagement from Simnet, Griffith allowed that “I am not a Finisher to all the best original Workmen in the Old Country; but if I don’t do my Work well, I charge nothing.” Griffith valued honest labor and he expected prospective clients to value it as well. He also attempted to make up for not coming from the same background as his rival by pledging not to charge if clients found his work wanting.
Both Griffith and Simnet ran advertisements proclaiming that they set their prices at half what their competitor charged, giving prospective clients an opportunity to haggle for really low prices. A clever compositor arranged all three advertisements in a single column to better tell a dramatic story of their rivalry and the catastrophe that had recently befallen Griffith. Even readers who did not have watches to be repaired could be entertained by this spectacle as events continued to unfold.