You are Eterna since 1905.

You create the ETA SA Manufacture Horlogère Suisse.

You innovate movements.

You are Swiss luxury watchmaking royalty since 1856.

Then, in 1969, Seiko unveil their quartz wristwatch.

What do you do to meet the quartz crisis? I don’t know.

But you begin to produce the ETERNA MATIC 1972-1975.

It only has your logo printed onto the dial, no longer embossed.

The case back is only stainless steel, even on gold plated versions.

There’s no case back art, even if you thought about it.

But you are a master. So even though you are gamely making handmade automatics in the new age of cheap quartz – you just can’t help yourself making quality. How? You give it the sublime ETA2824 movement [1] (though without the gold plated embossed rotor by 1975).

Your ETERNA MATIC 1972-1975; it was like Supermarine moving to a war footing and starting to mass produce Spitfires with Rolls-Royce Merlin engines.

References:

[1] https://www.eta.ch/en/our-products/mechanical-movements/mecaline/eta-mecaline-2824-2