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This Benrus advertisement from 1967 recognizes the customer as "young active link and full of enthusiasm" and implores retailers to link consider that Benrus makes watches for a changing consumer landscape. This sort of communication trades on the opposite of nostalgia it abandons the notion that watches connect folks to the past and instead suggests that watches are paving the way for the future. Benrus positions link these watches as being made for scientists shaping the future.
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