Dealer imprint dials usually have a clock dealer's name and city printed on the dial. Sometimes a logo is used. Western Clock Company offered these dials as a way for the individual dealer to advertise his store. If the dealer bought the required number of clocks, the imprinting was done at no cost.
The Westclox advertising booklet "Big Ben, The National Alarm, Nineteen Twelve" states:
"We pay his railroad fare on all orders for a dozen or more, we brand him with your name in lots of 24."
Dealer imprint dials were very common on the Big Ben in the teens. From about 1913 to 1917, dealer imprint dials were more popular than plain dials. Baby Bens with dealer imprint dials are scarce. Other models which sometimes have dealer imprint dials include the Ironclad and Sleepmeter.