Chapter 1
The outlaws of bling
Chapter 2
The heart of brass and steel
Chapter 3
The great electronic storm
Chapter 4
The seal of perfection
Ch 3 · The great electronic storm
lara The Swiss Luxury Pivot
When quartz took over the daily chime, We made an art out of keeping time.
Glossary
quartz (noun)
A hard, crystalline mineral composed of silica that is widely distributed in various rock types. In 1969, Seiko launched the first quartz wristwatch, triggering a major economic downturn for traditional Swiss watchmakers.
A hard, crystalline mineral composed of silica that is widely distributed in various rock types. In 1969, Seiko launched the first quartz wristwatch, triggering a major economic downturn for traditional Swiss watchmakers.
Fun Fact
Seiko's shockwave: The 1969 Seiko Astron was the world's first quartz watch, costing as much as a medium-sized car at launch.
Quiz
How did Swiss watchmakers successfully save their mechanical watch business after the Quartz Crisis?
Quiz
By what name is the devastating economic downturn in the Swiss watch industry during the 1970s and 1980s known?
Quiz
How did the original 1983 Swatch watch drastically reduce manufacturing costs and assembly time?
Quiz
At what frequency does the quartz crystal in a standard modern quartz watch vibrate to maintain its incredible accuracy?
Quiz
Which Japanese company released the world's first commercial quartz wristwatch, the Astron, in December 1969?
Quiz
Which Swiss watchmaker, founded in 1839, is famous for its advertising slogan: 'You never actually own a Patek Philippe. You merely look after it for the next generation'?
Quiz
Who was the Swiss business consultant widely credited with saving the Swiss watch industry by creating the Swatch brand?