Intro
What to do when a mechanical watch becomes too mainstream? When it feels like everyone is talking about independents and your feed becomes too saturated with FP Journe? Fear not, my fellow watch nerds, as there is a final frontier of watch collecting - quartz.
John Houston, the American filmmaker wearing a Rolex Oysterquartz 17000 and urging us to “Think Different” on the Apple ad campaign poster.
While mechanical watches take the limelight, I can't help but wonder, why has quartz remained on the fringes? Why hasn't it received the recognition it truly deserves? In a world where mechanical watches dominate conversations they offer a unique and compelling narrative, stemming from arguably the most influential event in the watch world - The Quartz Crisis. I propose It's time to reevaluate our perception of quartz and embrace its rightful place in watch history.
The Quartz Crisis and It`s Legacy
The Quartz Crisis, which unfolded in the 1970s, was a tumultuous period for the Swiss watch industry. The advent of quartz technology threatened the dominance of traditional mechanical watches, leading to a seismic shift in the market landscape. Quartz watches, with their battery-powered precision, posed a significant threat to the Swiss watchmaking heritage that had thrived for centuries. The crisis forced the industry to adapt, innovate, and reinvent itself, forever changing the course of watchmaking.
A Shift in Perspective
Decades following the Quartz Crisis, many watch enthusiasts became entrenched in their loyalty to mechanical watches, dismissing quartz as mere mass-produced timekeeping devices, myself included. However, as time went on, and as I was seeking novelty and exploration, I turned my attention to quartz, recognizing the important historical position and untapped potential.
The Omega ad from the 80`s, encapsulated by the catchphrase "look at life from both sides," serves as a compelling analogy for the viewpoint I wish to express. In a similar vein, I urge us to examine watchmaking from multiple angles, including the vantage point of quartz.
Challenging Conventional Thinking
Nose up attitude toward quartz is often learned through social media, which tends to focus predominantly on mechanical watches. However, it is crucial for us to “Think different” like the Apple ad campaign says and explore the diverse world of watchmaking. By embracing quartz, we break free from preconceived notions and open ourselves up to a wealth of unlocked value.
Collectability
Vintage quartz timepieces from the 1970s and 1980s, representing the pinnacle of quartz innovation, are slowly gaining recognition. Iconic movements like the Beta 21 and watches like the Seiko Astron, Omega Megaquartz, Rolex Oysterquartz, Girard Perregaux Casquette, Casio F series and Bulova Accutron hold a place in horological history and are sought-after by those who appreciate their significance and the technological advancements they represent.
The elevated price achieved in this instance can be attributed to the prototype nature of the piece. In my opinion, however, it's essential to highlight that this offers a glimpse into the future of quartz collectability.
Design and Technical Innovation
Quartz has enabled watchmakers to experiment with new designs, functionalities, and complications. From the innovative use of materials to avant-garde aesthetics, quartz watches have offered a platform for horological experimentation and creativity. This evolution has even sparked philosophical contemplation and redirection, as watches evolved from mere utilitarian tools into art objects.
Quartz offers a great entry point for a starting collector or a cherry 🍒 on top for a seasoned one.
Final Thoughts
In a world captivated by the allure of mechanical watches, it is important to recognize that quartz holds its own unique place in watch history. The Quartz Crisis was not a downfall but a catalyst for innovation and change. By embracing quartz, we acknowledge its pivotal role in shaping the industry we love. From the groundbreaking advancements in precision to the affordability and accessibility it offers, quartz watches present an intriguing avenue for exploration. So, let us challenge the status quo, break free from conventional thinking, and appreciate the beauty and significance of quartz in the captivating realm of watch collecting.
Beyond serving as the ultimate frontier, quartz also acts as a welcoming threshold for young collectors, completing a full circle 💫