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The Encyclopedia of Horology

Glossary · Trade

Private label (private brand)

A watch sold under a retailer's or distributor's name rather than the actual manufacturer's.

Explanation

A private-label watch is signed by a retailer, jeweller or distributor rather than by the manufacturer that actually made it. American jewellers routinely ordered movements from Waltham, Elgin or Swiss makers engraved with their own shop names. Identifying the real maker relies on movement layout, serial numbers and calibre features rather than the signature.

In the object catalogue

Catalogued objects whose own source record mentions “Private label (private brand)”. The quoted line shows where; it is the seller’s or museum’s wording, not independent verification.