The vintage watch market is constantly littered with timepieces featuring organizational logos, slogans, and company mascots on their dials. Wristwatch anniversary gifts and promotional products were incredibly common throughout the 20th and early 21st centuries because of their ability to advertise on someone’s wrist, similar to cars with advertising wraps for insurance and real estate companies nowadays. Many of these watches have degraded in value over time as a result of their engraved case backs and personalizations that some collectors find unappealing. However, there are some timepieces of this genre that hold their value to this day, my favorite example being the iconic Domino’s Pizza Rolex Air King that always seems to worm its way onto my Instagram feed.
The watch at the heart of this article would easily be passed by many collectors on their escapades through online auction websites. I’ll admit it: I glanced right over the listing several times when it was first posted, foolishly thinking it was another inexpensive piece of advertising from the 1970s. It wasn’t until I put two-and-two together, realizing that the Italian-American Civil Rights League was an organization I had previously researched and had established an interest in, that I went back and instantly added the watch to my cart. For those of you unfamiliar with this organization and its history, allow me to introduce you to them and illustrate just how rare this watch’s existence is today.
A Concise Look at the IACRL
Founded in April of 1970 by Joseph A. Colombo Sr. of the Colombo crime family, the league fought for proper representation in popular media and for respect by social and political organizations and entities at large. Its first notable rally, known as the first Italian American Unity Day, was held on June 29, 1970, in New York City and was attended by over 50,000 people. For more information on the League’s first two years of action, the IACRL dossier can be found on the FBI’s “The Vault” website and is certainly an interesting group of documents to parse through. The IACRL sought to combat corporations and media outlets that painted all Italian-Americans in an insensitive and stereotypical manner as well. One of their most interesting yet somehow little-known victories came by way of their agreement with The Godfather producer Albert Ruddy. Having voiced their concerns with the use of words such as “mafia,” “Cosa Nostra,” and other similar Italian terms relating to organized crime in the film’s script, Ruddy agreed to remove all such uses and was later designated a captain of the IACRL for his efforts.
If you’re interested in learning more, there’s an excellent article published in 1971 and written by journalist Nicholas Pileggi for The New York Times Magazine that details the making of the film and the Colombo Family’s sizable role in its development. Joseph Colombo would be shot at the second Italian American Unity Day in 1971 by Jerome Johnson, an independent gunman who was later found to be connected with the Gambino crime family. While the IACRL disbanded shortly after, it was reconstituted in 2023 and has continued operation to this day, now concentrated primarily on youth and community service campaigns.
The Rarity of IACRL Promotional Materials
Finding watches with organizational iconography on their dial or band is a relatively common practice nowadays, especially with groups like the Freemasons, International Association of Machinists and Aerospace Workers, and Teamsters. When I first acquired the watch, I began to research other examples of both this specific timepiece and also other IACRL-related promotional objects and membership materials. I was only able to find one other photo and example of an IACRL wristwatch, while other products include pins, buttons, and keychains. What came as a surprise were the price tags on these materials, many of which are listed for several hundred dollars each. There appear to be no sold items over the last few months, so perhaps current owners of these objects have unfortunately and foolishly priced most consumers out of an already-niche market. If you ever stumble across any IACRL materials while scouring your local thrift or antique store, make sure to pick them up if they’re priced sensibly.
The IACRL Watch
Because of how uncommon and almost unheard of this watch is, there exists no info online about its production. Using the history we’ve already looked through, it could be assumed this watch was made between 1970 and 1971 during the League’s initial one-year stint. Its dimensions come in at 34mm in diameter, 39mm lug-to-lug, with 18mm lugs––all relatively standard measurements for this era of watch design. It appears this was either originally gold-plated or had silver plating that has worn down to the base metal construction, judging by the mix of silver, brass, and gold tones present. Moving to the movement, there’s very little to go off here to help with ID’ing the manufacturer. From what I can see, there’s “821,” “43175,” and “21 Twenty-One Jewels” engravings featured on the movement, but a noticeable lack of any badges or branding. If you have any idea what this movement may be, feel free to leave it in the comments below.
Final Thoughts
Many of the watches I’ve collected over the years were purchased with the initial intention of wearing them frequently as part of my usual rotation. It was only after getting them in hand that I realized I had already owned watches that fit my wardrobe and functionality needs, meaning these new acquisitions would sit unused in my collection for months. This IACRL watch is a unique piece for my watch box and collection overall, as I most likely will not be wearing it much at all, but instead purchased it with the mindset of historical preservation. Perhaps this will be the start of a subsection within my collection dedicated to preserving a watch because of its history and not wearing it––a museum of sorts, if you will. The IACRL has such a fascinating history, and with the discovery of this incredibly rare artifact from its humble beginnings, I hope that legacy carries on for years to come.
A simple discovery on an online auction website sent me down a rabbit hole of research and investment in an organization that lasted only one year (barring the modern, altered version of the league still active today). Was this owned by a former member of the League? Was this originally used as a promotional product? What went into the creation of this watch and the choice of mechanical movement? While these questions may never be answered, the existence of this wristwatch is enough to pique the interest of almost any horological buff, Italian or not. Now, if you’ll excuse me, I’ll be watching The Godfather and The Godfather Part Two for the next few hours (I’ll decide if I feel self-destructive enough to watch the third installment after watching the first two).
Tommy Demauro
2026-02-16 20:00:00