[Edited: Having seen the picture of the watch below, I'm now in the "horribly Redialed" camp, with the enscription as a corruption of 'geneva'. but i'll leave this post as an excuse to post some nice real pateks]
It to be the jeweler who originally sold the piece. It used to be somewhat common to have the retailler's name on the face, Gueblin and Tiffany are the obvious examples, but I've seen others:
Here's a Gobbi,Milano on a Ref. 2525
Any just 'cause, "Serpico y Laino, Caracas" on a 2526
The last 2 have NOTHING to do with names on faces, but you better not complain
Aaron
This message has been edited by aaronm on 2008-07-13 09:20:40