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The rights to the name Gruen were bought. That eBay watch has no relation to the Gruen family's products that were made up until the company went under in 1958.
 

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The rights to the name Gruen were bought. That eBay watch has no relation to the Gruen family's products that were made up until the company went under in 1958.
Name acquisition has been a viable method of acquiring cachet... in ephemeral areas where sales are primarily to a public not knowledgeable about the product, name is everything.
 

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No. Haven't been since the date above. The last years weren't great, which is why collectors generally look to pre 1950 watches. Of course same story (with different dates) for Waltham, Elgin, Hamilton and so on.
 

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Frankly, the same is true for most of the venerable swiss brands...very few companies made it through the quartz crisis, but you wouldn't know that from the carefully worded history seen on many of their websites. Even Elgin, Hamilton and Waltham live on in name only.
 
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