Continuing the bold attitude of the late 60s, the 70s was characterised by an eagerness to experiment with new shapes and materials. This period saw the introduction of geometric designs and jewelled accessories into men’s fashion. Many watchmakers opted for a more modern look, utilising square-shaped cases with softened corners and dials made with gold or sometimes contrasting colours.

The seventies witnessed the introduction of many technological innovations that would influence the lifestyles and habits of millions. 1973 saw the first quartz watch with a small liquid crystal display (LCD). This watch indicating of hours, minutes and seconds. This caused an explosion in the trend for LCD displays on clocks and watches – particularly for younger people. This shift led to what is known as the Quartz crisis. Prior to this, the watch market was dominated by Swiss manufacturers. The advent of Japanese quartz watches, celebrated on their precision and affordability crippled Switzerland’s watch industry. Swiss mechanical watches suddenly found themselves perceived as less accurate and overpriced in comparison to their Japanese counterparts.