What Happened to the Watch Industry in 1969
Omega Speedmaster ref. 145.014 / Credit: Kyotoya Pawnshop
As 2019 winds down, the year of Apollo 11’s 50th anniversary, we started thinking about all the events that took place in 1969 that influenced horology in the last 50 years. 1969 saw Woodstock, Nixon’s inauguration, and The Beatles’ final public performance. However, in horology it saw the rise of automatic chronographs along with the commercialization of quartz watches. So, just how far did the effects of these events go?
We all know of the devastating effects of the Quartz Attack, but the effects of the automatic chronograph were not insignificant. Not only did Heuer create a series of watches like the Carrera, Autavia, and Monaco – having a great impact on horology and motorsport, but the development of the Caliber 11 also led to the Navitimer and Chronomat from Breitling and the Intra-Matic from Hamilton. Moreover, it turned the chronograph market on its heels as previous leaders like Omega were left in the dust, having failed to develop automatic movements in time. Without having participated in Project 99 watches like the Navitimer may not be as popular as they are today. In fact, sales from automatic chronographs contributed significantly to these companies’ bottom line during the Quartz Attack, as their novelty was still highly marketable.
Seiko, on the other hand, pursued a different strategy; surprising the world with its new Seiko Caliber 6139, released exclusively for the Japanese market, in direct competition with the El Primero and the Caliber 11. In fact, there is much contention as to who released their movement first.
Last but not least is the impact of the Speedmaster’s ‘moon landing’. Not only did it elevate the Speedmaster to god-like status, but it aided in the development of many auxiliary businesses and watch lines. Today Omega has over 100 versions of the Omega Speedmaster in its catalogue, the hashtag #SpeedyTuesday was coined by Robert-Jan Broer, and book series like Moonwatch Only have taken the community by storm.
When it’s all said and done, the impact of 1969 on horology is undeniable and will surely continue to be discussed by watch aficionados for the 50 years to come.