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Rolex

Acquired

CHAPTER

The Quartz Revolution: Swiss Watchmaking Transformed

This chapter explores the history of the Swiss watch industry during the pivotal quartz crisis of the 1970s, detailing the shift from mechanical to quartz timepieces. It examines the role of American innovation and Japanese competition in reshaping the market, particularly the impact of the Seiko Astron. The narrative highlights Rolex's resilience and strategic evolution into a luxury brand amidst these industry changes.

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