What was advertised in a colonial American newspaper 250 years ago today?
“WATCHES … preserv’d in perfect Repair … by JOHN SIMNETT.”
Regular readers of the New-Hampshire Gazette would have already been familiar with John Simnett’s work by the time he placed a short advertisement in the December 8, 1769, edition. For nearly a year he had advertised regularly, but, more significantly, he had also engaged in a feud with competitor Nathaniel Sheaff Griffith in the public prints. Although the two watchmakers usually refrained from mentioning the other by name, their advertisements made clear that neither much liked the other. Most of their advertisements included some sort of insult in addition to promoting their own work.
On occasion, however, one or both placed advertisements that did not include a negative characterization of the other. Such was the case with Simnet’s notice in the December 8 issue. Relatively brief compared to many of his others, it simply stated: “WATCHES For Two and Six Pence Sterling per Year, preserv’d in perfect Repair, (Accidents excepted) by JOHN SIMNETT, near the Parade.” Simnet introduced his trade, set the rate for the service he provided, clarified the terms, and informed prospective clients of his location, all without taking a swipe at Griffith.
Many readers of the New-Hampshire Gazette might have noticed other variations that made this advertisement different from most of Simnet’s others. The watchmaker usually identified himself only as “Simnet.” Dancing and fencing masters most often adopted a mononym in their newspaper advertisements, but this watchmaker who migrated from London after pursuing his trade there for two decades determined that he merited the flair of going by a single name in the press. He presented himself as much more capable than competitors who had trained and worked exclusively in the colonies, thus meriting the mononym as a proclamation of his illustriousness. Why did he include both his first name and surname in this advertisement, departing from his usual marketing strategy? Did he react to comments from others about his tone and demeanor in his advertisements?