Solved - PJ366- Eyston Super Power Chrysler Sport Saloon 1937

[grobmotorix]

And, of course, on the aesthetic side, there was the famous Pierce-Arrow fender treatment, which was patented before the First World War. Designed by Herbert Douley, the distinctive headlamp-in-fender design would endure for the remainder of Pierce-Arrow's existence.

This is the most plausible version so far.
1913-1914 is not too long, though...

[grobmotorix]

Hemmings claims that the patent was valid until 1938...:

On the other hand, Pierce-Arrow did own the patent for fender-mounted headlamps through 1938

[RayTheRat]

That's a new one to me, but interesting, nonetheless.  I'd never thought about patents in relation to headlights, but I guess it's in the bounds of reason.  I tried googling to see if Woodlights were patented.  Just for the heck of it, you might want to google "woodlight headlight patent" and see how many hits you get from different blogs with "woodlight-headlights-my-number-one" in the url.  All dated around December 28, 2010.  Talk about the invasion of the blog snachers!  I'm glad I'm not trying to make money from blogging.

RtR

[Otto Puzzell]

A puzzle in the Black Hole shows such a headlight, offered well before 1938.  

http://www.autopuzzles.com/forum/index.php?topic=20658.0

Willys-Overland also had them on their 1937 Overland models, introduced in 1936. The 33-36 Willys models had fared-in, streamlined headlight, to, but they were closer to the radiator, and it might be argued that they were not strictly fender mounted.

It's difficult finding a picture of an unmolested prewar Willys. 

[grobmotorix]

No visible puzzle photo.

A rare photo: