What was advertised in a colonial American newspaper 250 years ago today?
“That there may be no Cause of a single Complaint, any Person may have any Alteration without further Expence.”
The feud continued! For more than a year watchmakers Nathaniel Sheaff Griffith and John Simnet traded barbs in the advertisements they placed in the New-Hampshire Gazette. The rivalry ran almost as soon as Simnet arrived in the colony, having previously spent more than two decades as a watchmaker in London. The newcomer had been quiet for a few months, but in the middle of May 1770 he placed an explosive new advertisement. Both Simnet and Griffith usually relied on innuendo, rarely naming their competition but instead making pointed comments that readers of the New-Hampshire Gazette would have known how to interpret after being exposed to the series of advertisements the two watchmakers inserted in the public prints. In his newest advertisement, however, Simnet began with innuendo and then escalated his attack by naming Griffith in a nota bene at the conclusion.
Simnet sarcastically informed prospective customers … and the entire readership of the New-Hampshire Gazette … that “All who please to apply, may depend on being faithfully and punctually served, with such Watches as Mr. Nathaniel Sheaffe Griffith can make, and mending in general as perform’d by that Genius, without any Charge, and welcome.” In other words, anyone who bought a watch or had it repaired by Griffith would certainly discover it was defective. Rather than rely on the work of “that Genius,” they should instead bring their watches to Simnet, who would fix the problems caused by Simnet and do it for free. That was the consolation he could provide to those who had been duped by that charlatan Griffith.
Such accusations built on the insinuations that appeared earlier in the advertisement. Simnet proclaimed “that most of the WA[T]CHES he has been employed on, had before pass’d through the Hands of the best Performers hereabouts” and even though they had been subjected to such care still “they were in bad Condition, and never had been properly repaired.” Even in recognizing the supposed “best Performers hereabout,” Simnet denigrated Griffith’s skill. He went on to say that prior repairs had not been worth the money charged, especially since the “best Performers” used inferior materials. Simnet then offered to make “any Alteration without further Expence” to benefit customers who had previously been the victims of watchmakers who did not possess his expertise. He had thoroughly made his point by then; the nota bene was an even saucier addition.
The compositor for the New-Hampshire Gazette decided to have some fun with the placement of Simnet’s advertisement, inserting it immediately below Griffith’s most recent notice. Although Griffith pledged that his clients would be served “cheaper than by any other Watchmaker,” he had otherwise ignored Simnet. His competitor’s newest advertisement revived the rivalry, likely to the amusement of the compositor and many readers.