Manufacture Zenith - founded in 1865 by Georges Favre-Jacot in Le Locle, a small industrial town in the Swiss Jura - celebrated its 150th anniversary in 2015. Renowned for the precision of its instruments confirmed by 2,333 chronometry prizes, this flourishing company with 300 patents and 600 calibre variations launched its famous El Primero in 1969: the first mechanical chronograph movement with automatic winding via a central rotor operating in both directions and over a full 360°. Another fairly rare feature of this 13 ¼-ligne calibre is that its regulating organ vibrates at 5 Hertz (36,00 vibrations/hour), meaning a sufficiently high frequency to guarantee excellent precision in any situation and short-time measurement to the nearest tenth of a second. This reliable and visually appealing movement was to equip a certain number of models until the quartz crisis. Its reappearance in the 1990s is said to be due to the fact that certain employees, including Jacky Vermot, were wise enough to safeguard part of the industrial equipment required to make it. This legend also owes a great deal to brands such as Ebel and even Rolex which, by purchasing historical Zenith calibres, enabled the Manufacture in Le Locle to regain its footing and even to offer ranges now much sought-after by collectors such as Chronomaster, Rainbow, DeLuca. Bought up by the LVMH in 2000 and now associated with the Tour Auto car rally as well as partnering Felix Baumgartner and Spindrift racing, the Manufacture is continuing the El Primero saga. The most iconic and timeless instrument in the Zenith catalogue is doubtless the El Primero Chronomaster 1969 chronograph: a perfect embodiment of the founder’s notable ability to effectively combine the finest existing technologies.

One must be wary when speaking of this particular model, since several Seiko products are named Astron. Any amateur enthusiast not well acquainted with the brand history could thus easily be misled. The model we are referring to is not, as one might think, the new quartz and solar-powered model guided by a GPS in automatically setting the watch to the latest timezone where its wearer may find himself. It is instead the first analogue-display watch ‘driven’ by a quartz calibre and first released for sale at the end of December 1969. Many tend to forget that quartz at that time - viewed as a pinnacle of achievement for watchmakers seeking timekeeping precision - was not plasma-cut nor automatically shaped by machines, but individually hand-cut under a microscope. The prices were correspondingly high and indeed equivalent to that of a small car of that period. It was thus not this watch that so severely challenged the Swiss industry. Nor was it that particular date that marked the start of the watch industry crisis. The latter began around ten years later, when giant electronic corporations got hold of LCD (Liquid Crystal Display) technology to produce cheap instruments matching the aspirations of the time. At that point, the watchmaking profession had little choice but to undergo a transformation so as to offer products that were doubtless less useful due to their relative lack of precision, yet did far more in terms of affirming individual identity.

At the dawn of the 1970s, the Manufacture Audemars Piguet - founded in 1875 in the village of Le Brassus in the Vallée de Joux and specialising in the production of complication watches - called upon the talents of a young watch designer named Gérald Genta. His mission was to dream up a luxury watch featuring a futuristic design that would match the expectations of “rebellious youth”. Right from the first sketches, the brand responded positively to his iconoclastic proposals for an octagonal watch that was neither truly round nor entirely geometrical. Pulling a major media stunt before the term was invented, this timepiece with its original design and high price - a steel watch that cost as much as a gold timepiece - rapidly established itself among jetsetters as a benchmark model on the contemporary luxury watch scene. Even the watch crisis did not curb the growing legend of a Royal Oak that became highly strategic for the brand. A legend cleverly cultivated 20 years on with the launch of the Royal Oak Offshore. This even more sports-styled range was teamed with Alinghi in 2003, the Swiss challenger for the America’s Cup that won historic back-to-back victories in 2003 and 2007. This partnership further contributed to the image of excellence associated with a watch model that celebrated its 40th birthday in 2012. Today, the Maison remains as ever in the hands of its founding families and has its own full-fledged R&D unit in the shape of Audemars Piguet Renaud et Papi. It offers connoisseurs high-quality time-measuring instruments inspired by the past and incorporating avant-garde technologies.

In 2016, the Swatch will be turning 33. A ‘venerable’ age that is truly remarkable for a watch that was eagerly awaited as a new lease of life for the industry in 1983. However, to understand this creation properly, we must look at it within its own context. Between 1977 and 1983, the value of Swiss watch exports had dropped by half and the share of Swiss watches had collapsed from 43% to less than 15% worldwide. The result was a steep reduction in watch industry jobs, plummeting from 90,000 to 40,000 over that same period. The Swatch - a contraction of Swiss and Watch - emerged in the nick of time. Designed by Marlyse Schmid and Bernard Muller, this plastic watch triumphed thanks to the marketing genius of Nicolas G. Hayek. The latter had clearly sensed the full potential of the first prototypes developed by the two talented researchers, Elmar Mock and Jacques Muller. In 1981, the trademark was registered. A year later, the adventure got under way with the United States launch of the first Swatch generation: an entertaining watch with a classic design weighing just 20 grams and water-resistant to 30 metres. The plastic instrument appeared to be made all of a piece, whereas the Plexiglas watch glass was in fact ultrasound-welded to the high-resistance plastic injection-moulded case. The quartz movement, which comprised 51 components in the first series, was directly built into the case and thus part of an inseparable whole. The countless variations, the reasonable price and the sturdiness of the Swiss Made models earned them spectacular success. Especially since the 1980s was a propitious consumer-driven decade that turned the spotlight on these products produced with a sufficiently powerful identity to make them collector’s items. The ongoing enthusiasm for this watch is a marketing model well worth examining…