In 1970 Seiko produced watches like this; dressy, good looking, practical, brimming with features and affordable. This is the Seiko 5 from 1980 and a variation is still in production today.
Comparing this to a similar priced Swiss watch, these are the charactaristics that most Swiss equivalents lacked; Durable gold plating, integrated metal bracelet, automatic wind, day and date, quick day and date change.
Okay, the Seiko was popular because it had the bells and whistles at a good price (just like the Toyotas with cassette players etc) but, at a time when Japanese products where perceived to be inferior, the Seiko was expected to be unreliable and not as durable as a Swiss watch. In time this was proved wrong with the Seiko outperforming just about everything in every way including watches many times it’s price.
This watch has the amazingly simple 7009 movement which evolved from the 7005 and went on to be, with modifications, the workhorse of all Seiko mechanicals to this day.










The first Swatch, Jelly, was released in late 1982, sold for $50 and was an instant success. Swatch was designed as a throw away fashion accessory in ever-changing designs and colours although the watch itself was only available in two style, large and small. The only parts that could be changed was the strap and the battery. The watch was impossible to open, not even the glass was removable so no repairs could be undertaken eliminating the responsibility of supplying spare parts.










