How did the watch industry manage to survive during the 1970s?

The watch industry managed to survive during the 1970s by focusing on luxury watches that carried compelling stories, heritage, and craftsmanship. This narrative added value and emotional resonance to these timepieces, appealing to consumers who sought not just a functional item, but a piece of art and culture. During the quartz crisis, when electronic watches flooded the market and traditional mechanical watches struggled, brands that positioned themselves as luxury items were able to thrive. They emphasized exquisite design, high-quality materials, and distinctive brand identities, which helped maintain customer loyalty and attract a market willing to pay a premium.

This emotional connection and the storytelling aspect of luxury watches allowed brands to differentiate themselves in a time when the functionality and convenience of electronic watches dominated mainstream appeal. Brands leveraging their heritage and craftsmanship not only preserved their market share but also reinforced their status as luxury items in consumer perceptions.