Ok, I'm adding this to the website as I'd like to see what others think.
Everything about this watch screams Bulova and Rubaiyat. Dial is a near perfect match to the 1917 'Red 12' Rubaiyat except for the 'American Maid' name.
I've come across 2 or 3 other samples of the 'American Maid' branding, 2 of which are housed in a case also stamped 'American Maid'.
Whilst the style, quality and parts scream Bulova/Rubaiyat it's also the name that is 'very Bulova'....American Girl, American Bride, American Groom, American Boy.
Below I've also listed a few other examples of this name sake as well as a 1918 advert showing 'American Maid' as making ribbon watch bracelets in Providence Rhode Island.
I've listed the case serial number starting with a '2' as I'm sure I'm seeing it there (mis-struck and faint) in a picture also included below. Then again I could just be seeing what I want to see and that first number was just never struck. This could be a clue as to the meaning of the first number if it's not a watch built by Bulova and how the serial numbers were struck during manufacture, with the first number being added by the company selling the finished watch.
Anyway, after a full disassemble, clean and polish and mounted on a period correct (matching) silk ribbon bracelet, this 'maid' once again looks amazing and is keeping pretty good time for her age....just needs a minor adjustment of the regulator after running 5 minutes slow over the last 24hrs.
My wife put it on her wrist and it actually looked fantastic and was a perfect fit. Not sure it will replace her Samsung Smart Watch though.