Friday, May 30, 2014
The Seventies. It was an exciting moment for Japanese watchmakers when they perfected the quartz movement. Now watches could be sustained electronically with precision. The Seventies cast a wide dark cloud over Swiss watchmakers that had mastered manual and chronograph watch technologies over centuries of perfecting watchmaking. But economic realities set in and, soon, Swiss watchmakers were scrambling to get into the quartz technology. The centuries-old Swiss watchmaking was in peril. Parmigiani Fleurier, then an apprentice, wouldn’t believe the once cherished and admire Swiss watchmaking that had kept mankind on track of his time and goings-on and elevated Europe to the next level of modern living would just end in the seventies, thanks to the Japanese. Against the advice of industry observers at that time that the future is quartz, Parmigiani Fleurier would set in motion the resistance to keep Swiss watchmaking alive. He didn’t fail.
Parmigiani Fleurier is available at Shreve & Co. on Post Street, San Francisco.