From the May 1967 issue of Seventeen, here are several photos of watches. Mod seems to be a key word and idea from the manufacturers.
Perhaps this will help to fix a date on something you find in your mother’s jewelry box or at the antique mall.
White pleated tent dress – $30.00
White wide band watch – $17.95
Tie-dyed-look formal – $36.00
Gold 2 diamond watch – $29.95
(Not fond of the dress, but those are great shoes!)
Roman-style gown – $36.00
Roman numeral watch – $22.95
Mod floral tent dress – $23.00
Roman numeral pendant watch – $22.95
Caravelle (a division of Bulova) targeted the youth market by appealing to the less ordinary minded: “But for the more demanding girl, we offer this selection of, er, rather strange looking timepieces from $17.95 to $29.95 …We also make watches that look like charms, pendants, baubles, bangles and just about every other piece of jewelry you can name. Except, of course, a watch.”
you can name. Except, of course, a watch.”
Caption: “Don’t lose a moment to get with it! The NOW look in Mod…Mr. Taylor’s racy watch faces match the color of their big bands to time your day with dash.” The ad goes on to say that prices start at “a tiny $12.95 and up.” In 2011 dollars that would be about $50, and while it’s true that that isn’t exactly expensive, it’s still a lot for costume jewelry that’s likely to look dated in a year or two.