A Look magazine ad from December 1963 shows this "General" in a round case with radial numerals. I haven't seen this clock in any catalogs. Matt McFarlane sent photos of what appears to be an ivory General style 3. Dimensions H 3 3/8" x W 3 1/4" x D 1 3/4"
Pictures of the Westclox General Style 3 Alarm Clock:
References
Thanks to Matt McFarlane for photos of the ivory "General."