![]() In addition the parent of Concord, the North American Watch Company sought to focus more on mid- to high-range watches suited to middle class Americans, as opposed to luxury watches for the select few. Another notable watch was the Concord Centurion, an ultra-thin sports watch introduced in 1979 that bore a resemblance to the Piaget Polo, the latter billed as the most expensive mass-produced luxury watch.īy the 1990s, Concord watches began to fade as the quartz crisis came to a close and the bold Concord look fell out of favor. Subsequently, a Delirium 2 was released which was even thinner at 1.5 mm. In 1979, it had a major breakthrough with the invention of the Delirium Watch which was the thinnest watch ever made at the time at 1.98 mm thick. The advertised price in the New York Magazine in December 1982 was $7950 USD. Īn example of an 18K Concord Centurion quartz watch. By the early 1980s, the North American Watch Company had the largest advertising budget of any Swiss watch company, spending over $14 million annually to attract celebrity endorsements from Jimmy Connors, Bjorn Borg, Joe Montana, Tom Landry and Martha Graham in such expensive publications like the New York Magazine, Texas Monthly, Architectural Digest, Town and Country and Business Week while appearing on TV shows such as Miami Vice, Charlie's Angels, The Love Boat, Dynasty and Hill Street Blues. While the majority of Swiss watch makers were in financial trouble due to the quartz crisis Concord took advantage of the situation by producing some of the most expensive quartz watches on the market. Throughout the 1980s, Concord watches became some of the most recognizable watches on the American luxury watch market, seeing massive sales in luxury stores throughout the Americas. While the company struggled initially, it transitioned into a luxury quartz watch company, and during the quartz crisis it attained a large market share despite other competitors like Rolex. In 1970, Concord was purchased by the North American Watch Company. In 1942, President Truman gifted Concord watches to Stalin and Churchill during World War II peace talks, solidifying their position as a leading luxury watch. and Cartier (jeweler) on providing them with high quality watches made out of precious metals and gems. In 1915, Concord started working with companies like Van Cleef & Arpels, Tiffany & Co. It was also the first company to make a wristwatch made of coins. Concord has made several innovations in its history, such as being one of the first “private label” luxury watches to incorporate precious metals and gems in its watches. Founded in 1908 in Biel, Switzerland, the brand was created to design watches with the American market in mind.
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