Quartz to Mechanical: A Fresh Insight into Watchmakers' Surprising Shift towards Traditional Movements

The 1970s and 1980s saw the Quartz Crisis. This period was marked by a massive disruption within the watch industry, following the release of Seiko’s Astron in 1969, the maiden quartz watch to hit the markets. The low-cost, highly accurate, and almost maintenance-free offerings from Japanese quartz watch manufacturers flooded the streets, edging out a significant number of traditional brands. With the Swiss Franc appreciating and making exports pricier, Japan quickly asserted itself as a significant player in global horology. During these tumultuous years, many Swiss brands found it hard to compete. An estimated two-thirds closed shop, and exports dipped by more than half. In a bid to retain viability, several brands pivoted towards quartz, while others embraced the new technology and carved out their niches. Swatch was formed in 1983 as a Swiss response to the Japanese quartz invasion, making affordable but stylish quartz watches accessible to a broad audience. This initiative is credited with revitalizing the Swiss watch industry. However, the sands of time are ever-shifting. Mechanical watches, which seemed to have been edged out by their quartz counterparts, have been making a comeback over the last two decades. The revival started in earnest in the 1990s, seeing a resurgence in the popularity of these traditional masterpieces. Despite their success, quartz watches are primarily viewed as cheaper alternatives today, with a few exceptions. Brands like Cartier, TAG Heuer, and Omega continue to market high-end quartz watches, suggesting that there’s still room for a diverse range of movements. The most unexpected trend, however, is the recent embracing of mechanical watches by defiantly quartz-focused brands that not only survived but thrived in the Quartz Crisis. Brands like Timex and Casio, who had reshaped their identity around quartz watches, are witnessing consumer preference shifting and are responding accordingly with mechanical models. From affordability and mass production to embracing change and a return to the mechanical realm, these timeless brands continue to adapt and respond to market trends, keeping their offerings relevant, appealing, and always ticking.