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Brand Stories
How Astron, the world's first quartz watch, changed horology overnight on Christmas Day 1969.
On 25 December 1969, Seiko released the Astron 35SQ — the world's first commercial quartz wristwatch. It cost as much as a Toyota Corolla and was accurate to 5 seconds per month. Swiss horology never recovered.
Quartz was 100x more accurate than the best mechanical movements. It needed no winding. It cost a fraction to mass-produce. By 1980, Swiss watchmaking employment had collapsed by 60%.
While rivals fought the new normal, Seiko leaned in: the Twin Quartz of 1978 hit ±5 seconds per year. The Spring Drive (1999) married a quartz regulator to a mechanical gear train. Today's Grand Seiko 9F quartz is still hand-assembled in Shiojiri.
Quartz isn't a "lesser" technology — it's a different one.
