he watch of the space age”: that was how Bulova introduced the Accutron, which used a tuning fork instead of a balance wheel as its regulating organ, kicking off the electronics revolution.

While its role in NASA missions was limited to being an on-board timer, the more traditional Omega Speedmaster – a mechanical chronograph – handled the harsh conditions of outer space. The Speedmaster became a bestseller, partly thanks to ads that highlighted its connection to the astronauts’ adventures.

1961: “First electronic watch with tuning fork”. This Bulova advertisement highlights the components of the Accutron movement, offering an unprecedented glimpse to the public of that time and appealing to buyers who wanted to feel ahead of the curve.

Switzerland and the United States, locked in an increasingly fierce technological and industrial arms race, were slow to see the new threat on the horizon. By mid-decade, Japanese products had landed in Europe, and soon became major players in terms of innovation. Seiko was among the first companies to unveil an automatic chronograph, shortly after Zenith, Breitling, Heuer and Hamilton, and was the first to market a timepiece that would change the face of the watch industry: the quartz wristwatch.

1961: The Octo Missilemaster sports a fairly conventional appearance, but its model name and advertising image tap into the allure of space exploration to emphasise its modernity.

Meanwhile, cutting-edge materials like tungsten carbide (Rado) and glass fibre (Tissot) made their debut, as did increasingly robust waterproof diving models (Doxa, Rolex). One even had an alarm (Vulcain). Watch design gradually moved away from the minimalism of the early 1960s, embracing more elaborate styles that played with the increasing size of watch cases. This shift was reflected in advertisements, where imagery often took centre stage over text.

1964: The Rado DiaStar, promoted here as being scratchproof, water-resistant, and technically flawless, would also prove to be a trendsetter, as its oversized case inspired new styles.

1966: Girard-Perregaux celebrates the success of its automatic Chronomètre Haute Fréquence. Thanks to its high-frequency escapement, it earned precision certification from the Neuchâtel Observatory, despite being series-produced.

1967: With larger watch cases came improved reliability for diving models. According to this ad, the Doxa Sub 300 “super watch” ranked among “the most accurate and durable watches in the world”.

1967: A space chronograph for everyone: thanks to NASA’s missions and Omega’s extensive promotion, the Speedmaster achieved unprecedented commercial success in the mid-to-high end of the market.

1968: In the mid-1960s the watch industry discovered that young people had more purchasing power than their parents did at their age. It flattered them with personalised communication, offering modern timepieces tailored to their lifestyles.

1969: A few years after its debut on the European markets, Seiko proved to be a formidable and innovative competitor. Its automatic chronograph became the ideal partner “in diving, on the highest peaks and at all times”.