Gruen released the VeriThin in 1904. By rearranging pieces of the watch movement, Gruen managed to make a watch that was only about 7 mm thick—a third thinner than most other watches—while still meeting railroad watch precision standards, the most exacting accuracy tests of the time. Unlike most other companies, Gruen sold its watches as complete, finished products, rather than as pieces to be assembled by a jeweler.

In 1908, Gruen released its first wristwatches for men and women. From the start, women’s wristwatches sold much better, beginning with a convertible model. This wristwatch was shaped just like a pocket watch but had detachable straps. Thus, women could wear it as a wristwatch, as a pocket watch, on a chain, or in a number of other ways.

At the time, men generally preferred more rugged, precise pocket watches. World War I, however, changed that. Down in the trenches or on a plane, soldiers realized that wristwatches were much more practical and convenient than pocket watches.

Gruen and other companies manufactured both wristwatches and pocket watches for the military, but it was careful to call wristwatches “strap watches” in order to avoid any feminine connotations—contemporary advertisements showed wristwatches being worn by men in “manly” professions.

The 1910s saw a few notable changes for Gruen: Dietrich Gruen died in 1911, and the company broke ground on its own Swiss-style movement factory in Cincinnati, later to be called “Time Hill.”

Wristwatches became more popular in the 1920s, especially with women. In 1921, Gruen released the Cartouche for ladies, the first wristwatch featuring a movement designed specifically for this new form of timepiece. Previously, wristwatches had round pocket-watch movements, which largely dictated the shape of the case. The Cartouche movement, on the other hand, was rectangular, which allowed a sleeker wristwatch design. The Cartouche was successful, far ahead of its time.

In 1924, Gruen released a watch to commemorate the 50th anniversary of Dietrich Gruen’s patent for an improved movement piece. This pocket watch featured a movement of solid gold and always came in a luxurious case. Only 600 were made—one for each month of the 50 years—and the exquisite quality of these watches helped Gruen build its reputation.

The following year, Gruen began selling the Quadron, a men’s wristwatch similar in design to the women’s Cartouche. The Quadron was the first wristwatch in the market to be as accurate as a high-quality pocket watch, and its precision helped Gruen market the Quadron as a “manly,” reliable timepiece.

Gruen continued to influence the market later in the decade when it released the Techni-Quadron in 1928, one of the first “doctor’s watches” (so-called because the watch’s separate second-hand dial made it easy for a doctor to take a patient’s pulse). Gruen continued to make doctor’s watches into the mid-’40s, as well as nurse’s watches.

In the 1930s, Gruen managed to weather the Depression. Not coincidentally, many of the companies that failed to survive had not entered the wristwatch market. Gruen, on the other hand, released one of its most successful wristwatches in 1935, the Curvex. This watch utilized a patented curved movement design, which allowed for a bigger, and therefore more accurate, movement inside. The sleek design curved around the wearer’s wrist and was quickly a hit.

Curved wristwatches became more and more popular, largely due to the Curvex. In 1937, Gruen released its Ristside and Curvex-Ristside wristwatches, men’s watches that Gruen marketed as “driver’s watches.” In this peculiar design, the watch’s face sat not on top of the wearer’s wrist, but next to his thumb. This design allowed the wearer to check the time while driving without removing his hand from the steering wheel. While these watches were not hugely successful at the time, they are extremely rare and collectible today.

With World War II, Gruen switched to wartime manufacturing, making instruments and dials for the military. Government contracts gave the company good business, but because American watch companies were prohibited from making watches during wartime, Swiss companies began to enter the American market.

These changes set the stage for Gruen’s decline. In 1945, Fred Gruen died, and his brother George passed away soon after, in 1952. The following year, the Gruen family had sold its interests in the company. Although 1953 was Gruen’s best in terms of sales, the company had lost its direction. Faced with debt, anti-trust lawsuits, and more, Gruen fell apart.

By 1958, Gruen was divided up and parceled out. Unfortunately for collectors, its new owners destroyed all of the company’s pre-1958 factory paperwork, wiping out all records of serial numbers, production dates, quantities, and other valuable data.

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