An unusual distinction has been given the R. F. Simmons Co., Attleboro, Mass., the manufacturers of the Simmons chains. Six of the most popularly known men in the country selected watch chains for their own personal use from the great number of beautiful designs offered by this firm and permitted their names to be given to the chains they chose. In order that their retailers might take full advantage of this honor done Simmons chains the firm has placed them in beautiful individual boxes with the names of the celebrities who chose each one clearly marked in the satin lined cover. This enables the retailer to profit by the instinctive longing which every man has to own the thing he has seen worn by someone he admires. The men who chose these chains–Christie Mathewson, Enrico Caruso, John Barrymore, Holworthy Hall, John Philip Sousa and Earle Williams– each has a country-wide legion of admirers. Their following is scattered through every metropolis, town and village in the country, and the admirers of each of the six men belong to a separate, distinct, public, alike only in their eagerness to imitate the man they admire. Their photographs displayed on the counter or in the window of any jewelry' store in America would claim attention and interest. The Simmons plan in connection with these six chains is interesting jewelers everywhere. The R. F. Simmons Co. is supplying its retailers with the set of celebrity chains in the individual boxes, charging only for the chains, with a set of photographs bearing the name and the words "Christie Mathewson Simmons Chains" or "Holworthy Hall Simmons Chains," as the case may be, with a proof of the full page advertisement which will appear in the Saturday Evening Post and with an attractive folder about the celebrities and the chains they chose.
Source: The Jewelers' Circular - 26th September 1917