right photo courtesy of J. Rosenberg

This model was sold by both General Electric and Telechron.  358  "The Diana" or  AB-358 "Apolite"

Rheostat can regulate intensity of illumination.  A chic model for guest room too!

Apollo's twin sister had a lamp to make the dial glow.  Shown here as a General Electric model (AB-358) but she was sold by both companies.  What a honey!

back to the Dawn of Decoto the 370 Vernon


For housewives to whom time is important (which certainly includes most housewives), the self-starting electric telechron (sic) clock has proved to be a real treasure.  Its uncanny accuracy is its greatest claim to the affection of women who must get meals on time and bundle children off to school and men to work, but there are many handsome models which also recommend it for decorative purposes.

In keeping with the vogue for color, telechron clocks in lovely tones are now being offered for living rooms, bedrooms and kitchens.  Kitchen clocks are in green. ivory, orange, blue and yellow, and also in plain white and black to match any conceivable color scheme. The cases of these clocks are of washable moulded composition called bectle, and the colors are part of the beetle itself so that they cannot fade or wear.

An attractive telechron for mantel desk or dressing table its a conservatively modernistic clock which comes in black, ivory, green, blue or red, with bright chrome metal handle and ball feet. This unique clock also has an interesting new feature which makes it ideal for bedroom use. It is a lumite translucent dial, which is a dial of thick glass with an opaque back, lighted evenly all around with tiny electric bulbs that cannot be seen thernselves. The glow on the dial, by means of a small dimmer screw on the back of the clock, can be softened until the numenals are just barely visible, or it can be increased until the dial is bright enough to read by. 

From the The Wainwright (Alberta) Star, 1931