In answer to the question—what are we to watch for?—the brochure reiterates the Watchtower's assumptive teaching that 1914 marked the beginning of the rule of God's kingdom and the start of the conclusion of the system of things. Essentially, Jehovah's Witnesses have been led to believe that the sign of Christ's presence has been evident for the past century. Ironically, though, without quite realizing it, the Watchtower has induced Christians to be less watchful.

How so?

Because the arrival and presence of Christ is what Christians are supposed to be in expectation of; yet, if Christ arrived nearly a century ago—as Jehovah's Witnesses believe—it would seem to preclude any need for further vigilance.

Take the Watchtower's interpretation of the parable of the 10 virgins for example. In the 25th chapter of Matthew, Jesus said the following:

"Then the kingdom of the heavens will become like ten virgins that took their lamps and went out to meet the bridegroom. Five of them were foolish, and five were discreet. For the foolish took their lamps but took no oil with them, whereas the discreet took oil in their receptacles with their lamps. While the bridegroom was delaying, they all nodded and went to sleep. Right in the middle of the night there arose a cry, 'Here is the bridegroom! Be on your way out to meet him.' Then all those virgins rose and put their lamps in order. The foolish said to the discreet, 'Give us some of your oil, because our lamps are about to go out.' The discreet answered with the words, 'Perhaps there may not be quite enough for us and you. Be on your way, instead, to those who sell it and buy for yourselves.' While they were going off to buy, the bridegroom arrived, and the virgins that were ready went in with him to the marriage feast; and the door was shut. Afterwards the rest of the virgins also came, saying, 'Sir, sir, open to us!' In answer he said, 'I tell you the truth, I do not know you.'

Jesus concluded his illustration by exhorting his disciples: "Keep on the watch, therefore, because you know neither the day nor the hour."

But now consider the Watchtower Society's comments in regard to Jesus' illustration. In the book God's Kingdom of a Thousand Years Has Approached (1973) the Society devoted nearly two chapters to the topic—expounding upon the parable in painstaking detail. Below is an excerpt from page 205: 

The parable of the "ten virgins" was given as part of the answer to the question of Jesus' apostles: "What will be the sign of your presence and of the conclusion of the system of things?" The climax of that parable has been undergoing fulfillment since the year 1914 C.E…At least, those who are of the "discreet" virgin class have observed these meaningful happenings, and in them they have strong proof that the heavenly Bridegroom arrived in 1914 C.E. and that his parousia or presence is now in progress invisibly. They discern his presence with their eyes of faith because of the evidence supplied in the fulfillment of the parable of the "ten virgins." They are assured that the "conclusion of the system of things" began in the year 1914 C.E.

Jehovah's Witnesses are thus made to believe that the heavenly Bridegroom of the illustration arrived in 1914 and set events into motion, which are still slowly unfolding. In effect, the Watchtower makes the unknowable day and hour of Christ's coming irrelevant by making it an historical event—instead of a future occurrence. 

But if the Bridegroom has already arrived we would have to conclude that both groups of the original wise and foolish virgins have failed to arrive at the wedding hall—having all died off before the marriage feast has even begun. That's because there are no persons alive today who were anointed before 1914, when Christ supposedly arrived. Even the oldest member of the Governing Body of Jehovah's Witnesses (Cary Barber—100) would have been a mere boy in 1914. That scenario simply doesn't match up with the details of the illustration. In Jesus' parable, the foolish virgins who were on-hand for the rousing announcement of the Bridegroom's imminent arrival missed out on the wedding feast because they went off to buy oil for their lamps—in the meanwhile the wise virgins met the arriving groom and were ushered into the marriage feast and the door was closed.

The point of the illustration is that the foolish virgins were unprepared for the groom's arrival and there simply was not time enough to prepare after the point at which the virgins were notified to be on their way to meet him. But if Christ arrived in 1914, as Jehovah's Witnesses imagine, it would seem that the foolish virgins have had more than enough time to go off to buy oil for their lamps—nearly 100 years in fact!

The Watchtower teaches that even though Jesus arrived back in 1914, the figurative door to the marriage feast is still open and will not be shut until the beginning of the Great Tribulation. But the crucial question that has not been satisfactorily answered by the Watchtower is this: How are we to understand Jesus' concluding warning to his disciples—"keep on the watch"? Are we to remain on the watch for the door of the marriage feast to be closed or are we to remain on the watch for the Bridegroom's initial coming? Jehovah's Witnesses are persuaded to believe that the Bridegroom has already come but that we have been waiting for the door to the marriage feast to be closed. Here is what the Society published in the aforementioned publication:

"Our faith in the Bridegroom's arrival and presence must continue bright, and we need to continue as a part of the shining procession that follows his steps until he brings his bridal congregation completely home. The long delay in the Bridegroom's arrival is ended. He is here, in his glorious parousia. The time for drowsiness and sleep is past! It is a time to shine in his honor and to rejoice with him in this joy that the heavenly Father set before him, of taking his spiritual "bride" to himself and celebrating this with a marriage feast. It is vitally necessary now to keep on the watch, for we do not know the day or the hour when that "door" of opportunity will be shut, never to be reopened."

But how can it be the case that the "long delay in the Bridegroom's arrival is ended"? Does it make any sense that a centuries-long delay in the coming of the anointed Bridegroom ended in 1914 only to be followed by another long delay as the wise virgins trek to the place of the marriage feast—only to die off en route? Not only that, but in the illustration "the rest of the virgins also came" to the marriage feast, albeit belatedly—only to find the door locked. It is apparent then that the foolish virgins who are on hand when the Bridegroom arrives in the middle of the night are also on hand when the door is locked.

The Watchtower's interpretation is simply untenable.

Unquestionably, the parable has simply not yet become a reality. The nodding virgins have not been roused by the stirring wake-up call that the Bridegroom has arrived in the dead of the night.

Soberingly, then, those foolish virgins must be anointed Christians living presently who have not replenished their illuminating spiritual oil. No doubt the prevailing belief that the master has already arrived is one of the primary reasons the foolish virgins have not bothered to replenish their oil supplies. No wonder Jesus stressed the need for watchfulness and preparedness!

Indeed, Jesus specifically warned his disciples not to be deceived by false announcements to the effect that "the due time has approached." The Watchtower's elaborate 1914 doctrine certainly seems to be that very thing—amounting to a false dawn—a pseudo parousia! The great irony is that the fake parousia immediately precedes the real one.

That a great disappointment awaits many of the prospective bride class is evident from Christ's stern warning to the Sardis congregation during the Lord's day:

"These are the things that he says who has the seven spirits of God and the seven stars, 'I know your deeds, that you have the name that you are alive, but you are dead. Become watchful, and strengthen the things remaining that were ready to die, for I have not found your deeds fully performed before my God. Therefore, continue mindful of how you have received and how you heard, and go on keeping it, and repent. Certainly unless you wake up, I shall come as a thief, and you will not know at all at what hour I shall come upon you."

It should be noted, through Revelation, that Christ's coming as unexpectedly as a thief, at an hour unknown by his disciples, finds some of his followers unprepared—spiritually asleep. That is exactly the same condition the 10 virgins are in when the announcement that the Bridegroom has arrived startles them from their slumber. (Not coincidentally the apostles nodded off in the Garden of Gethsemane at the critical hour of Christ's arrest.)

So, it should be apparent, then, that the hour of Christ's coming as a thief has not arrived. His arrival will result in a great sifting and separating, which is what is illustrated by the story of the wise and foolish virgins.

It is evident that Jehovah's Witnesses have been misled by the very ones who boast and crow of being Jehovah's sole channel of communication. Worse, the Society uses its power over the organization to stifle any discussion of its teachings—except in the scripted manner outlined by Bethel. As a consequence, anyone who publicly exposes the Watchtower's fraudulent teachings is summarily disfellowshipped as an apostate and one "causing divisions" in the congregation. The situation is such that Jehovah's Witnesses are required to believe and teach lies in order to remain in good standing in the congregation.

The Watchtower's main concern seems to be with keeping the status quo. And the emphasis placed upon organizational loyalty and obedience to the Society's every utterance makes it virtually impossible for anyone within the Bethel establishment to cut through the tangled web of erroneous interpretations that enshrouds the organization. The Watchtower has succeeded in producing an organization of Society yes-men who are more concerned with their own privilege-and-rank within the organization than they are with teaching the truth.

Isaiah 56:10-11 seems to accurately depict the Watchtower's institutional watchmen:

"His watchmen are blind. None of them have taken note. All of them are speechless dogs; they are not able to bark, panting, lying down, loving to slumber. They are even dogs strong in soulful desire; they have known no satisfaction. They are also shepherds that have not known how to understand."