In Defence of Quartz: Why Battery-Powered Can Still Be Beautiful

Exploring the Quartz Crisis, TAG Heuer Formula 1, Rolex Oysterquartz, Cartier Tank, and the Value of Battery-Powered Watches

Introduction: Overcoming the Quartz Stigma

Quartz watches often get a bit of a raw deal in the watch community. There’s a prevailing sense that mechanical or automatic movements are the only “real” watches worth pursuing. After all, the centuries of history, the masterful engineering behind a tourbillon, and the romantic notion of gears ticking away have an undeniable appeal. However, the idea that quartz is somehow inferior overlooks a significant chunk of watchmaking’s story—particularly the late 20th century—and dismisses some truly beautiful and historically important timepieces. Whether we like it or not, quartz technology revolutionised the industry, and many brands, from TAG Heuer, Longines and Cartier to even Rolex, have benefited from this battery-powered marvel. In this article, we’ll explore why quartz deserves more credit than it typically receives and why it can be an excellent entry point for budding collectors.

The Mechanical Bias: Where Does It Come From?

There’s no denying that mechanical watches are feats of intricate craftsmanship. The interplay of springs, gears, and escapements working in perfect harmony to measure time is awe-inspiring. As collectors, we often revere these movements for their artistry and history. The problem arises when that reverence morphs into bias, dismissing quartz as “cheap” or “soul-less.” It’s a bit like comparing an acoustic guitar to an electric one and declaring only acoustics to be “real instruments.” Both do the same job (produce music or tell time) but through different means, and each can be special in its own right.

The watch world’s mechanical bias was exacerbated by the so-called “Quartz Crisis” of the 1970s and 1980s. During that period, many traditional Swiss marques faced extinction when Japanese companies like Seiko introduced affordable, accurate quartz movements that drastically undercut mechanical watch prices. Swiss watchmakers scrambled to adapt. Some survived by embracing quartz themselves; others leaned into the luxury segment to maintain profitability. The industry’s near-collapse cast quartz as the villain, even though it was merely a technological advancement. Interestingly, that same technology paved the way for new designs and introduced a level of accuracy that mechanical watches still struggle to match.

The Quartz Crisis Explained

The Quartz Crisis started with the launch of the Seiko Astron in 1969, the world’s first commercially available quartz wristwatch. Its revolutionary accuracy and lower production costs caught the Swiss off-guard.

During this era:

1. Traditional Swiss Brands Struggled: Watchmakers like Omega, Longines, and Heuer (before it became TAG Heuer) saw massive declines in sales. The precision of mechanical movements—once a point of pride—was suddenly outperformed by a tiny quartz crystal.
2. Industry Consolidation: Many heritage brands went under or were absorbed by larger conglomerates. For instance, the formation of the Swatch Group (originally SSIH and ASUAG) was a direct response to the crisis, enabling companies to pool resources and survive. Several smaller and mid-tier Swiss watchmakers folded entirely or were swallowed by larger entities during the 1970s as a direct consequence of the Quartz Crisis. They suddenly found themselves with outdated production lines and declining sales, unable to compete on price or modernise quickly enough. While famous names like Omega and Rolex adapted and survived, many lesser-known marques that had thrived on mechanical movements simply didn’t have the resources to retool or market new quartz models.
3. Brands such as Angelus, known for high-end chronographs and alarm watches, ceased production around the mid-1970s. Others like Pierce—that build beautiful chronographs at accessible prices—succumbed to bankruptcy, shutting their doors altogether when mechanical watch demand plummeted. Still more, including Nivada and Enicar, struggled through the decade before ultimately folding or being drastically downsized, with their names later revived by new investors in different eras. This wave of closures highlights just how disruptive the Quartz Crisis was, reshaping Switzerland’s centuries-old watchmaking landscape and leaving only the most adaptable brands standing.
4. Rise of Japanese and American Competitors: Brands like Seiko and Citizen led the charge, while American companies such as Hamilton and Bulova introduced advanced tuning-fork (also check out the Omega f300 Seamaster) or quartz technologies.
5. Technological Advancements: The crisis forced Swiss watchmakers to innovate in both quartz and mechanical movements. Their determination to stay relevant laid the groundwork for the modern luxury watch market we see today.

Ultimately, quartz watches reshaped the global watch market, democratising timekeeping by making high accuracy available to everyone. Far from being the “enemy,” quartz technology injected new life into the industry and enabled an entire generation to access Swiss craftsmanship at more affordable price points.

 

 

Historically Significant Quartz Watches

1. Rolex Oysterquartz

Rolex, synonymous with mechanical mastery, developed its own quartz movement in response to the crisis. Released in the late 1970s, the Rolex Oysterquartz featured a distinctive angular case and integrated bracelet—completely unlike the brand’s usual rounded lugs and classic Oyster case. Though Rolex produced these models in limited numbers, their build quality was top-tier, maintaining the brand’s reputation for precision and durability.

Today, Oysterquartz watches are collector darlings. Prices have risen steadily as enthusiasts recognise them as a unique chapter in Rolex’s history. This model proves that even the most traditional brands can embrace quartz with style and substance.

2. Cartier Tank Quartz

Few watches are as instantly recognisable as the Cartier Tank. The rectangular case, Roman numerals, and minimalist elegance have been staples since the model’s debut in 1917. Cartier also introduced quartz versions, providing a more affordable entry point for those wanting the brand’s iconic design without the upkeep and cost of a mechanical movement.

For a dress watch, quartz can be a perfect fit. The ultra-slim profile and ease of use (no winding needed) cater to those looking for effortless style. Whether you choose a modern or vintage Cartier Tank Quartz, you still get the same timeless design that’s graced the wrists of celebrities, royals, and style icons for over a century.

3. TAG Heuer Formula 1 Quartz

When Heuer joined forces with Techniques d’Avant Garde (TAG) in 1985, one of the first major product lines from the newly formed TAG Heuer was the Formula 1 collection. Boldly coloured, affordable, and packed with youthful energy, the early Formula 1 quartz watches became hugely popular in the late 1980s and 1990s.

These models allowed TAG Heuer to survive the remnants of the Quartz Crisis by tapping into a younger market that valued Swiss heritage but demanded sporty aesthetics and lower prices. Today, collectors appreciate vintage Formula 1 quartz watches for their fun retro vibe and historical importance in revitalising the TAG Heuer brand.

Why Quartz Watches Deserve Respect

1. Accuracy: A standard quartz movement typically deviates by only a few seconds per month, far outstripping mechanical watches that can vary by several seconds per day. For anyone needing reliable precision—pilots, athletes, or everyday professionals—quartz is the winner.
2. Lower Maintenance: Mechanical watches require regular servicing and occasional overhauls, which can be costly. In contrast, quartz models often just need a battery replacement every two to three years, making them a low-hassle option for new collectors.
3. Affordability: Quartz watches generally come at a lower price point than their mechanical counterparts, granting budding enthusiasts access to respected brands such as TAG Heuer, Cartier, or even a vintage Rolex Oysterquartz without the four- or five-figure investment.
4. Convenience: Not wearing your watch daily? No problem. Quartz keeps ticking regardless of your wrist time, so you don’t have to worry about resetting it if you’ve left it in the drawer for a week.
5. Design Innovation: The Quartz Crisis spurred brands to experiment with new materials and designs. This era gave birth to some truly daring styles (think bold colours and quirky case shapes) that mechanical purists might never have dreamed of.

Vintage Quartz from the Quartz Crisis Era: Hidden Gems

During the Quartz Crisis, many brands rushed to produce quartz models to stay afloat. While some were purely functional, many were beautifully crafted and are now undervalued collector’s items. Examples include:

• Omega Seamaster Quartz: These Seamaster models offer vintage charm, a classic design, and Omega’s renowned craftsmanship—all at a fraction of the cost of mechanical Seamaster versions.
• Longines Conquest Quartz: Longines embraced quartz early on, creating dressy sports models that featured refined dials and robust build quality.
• Girard-Perregaux Laureato Quartz: Another integrated-bracelet masterpiece born during the crisis, the Laureato line featured advanced in-house quartz movements, establishing Girard-Perregaux as a leader in Swiss electronic watchmaking.

Quartz as a Gateway for Budding Collectors

For someone new to watch collecting, quartz watches can be a fantastic entry point. With lower upfront costs, higher accuracy, and less maintenance, a quartz timepiece allows newcomers to explore the world of fine watches without a huge commitment. When you purchase a TAG Heuer Formula 1 Quartz or a Cartier Tank Quartz, you’re tapping into the brand’s storied heritage and design DNA. You get a taste of Swiss watchmaking—at a more accessible price—while building confidence to explore mechanical pieces in the future.

Embracing Quartz Without Apology

The watch community’s preference for mechanical movements is understandable—there’s a romance to watching gears and springs in motion. However, dismissing quartz wholesale disregards an entire era of horological innovation and design excellence. The Rolex Oysterquartz, the Cartier Tank Quartz, the TAG Heuer Formula 1, and many other models exemplify that battery power needn’t be synonymous with mediocrity. These watches are historically significant, beautifully designed, and hold their own in the pantheon of collectible timepieces.

It’s time to end the misconception that quartz is always a lesser option. From a purely functional standpoint, quartz often outperforms mechanical movements in accuracy and reliability. From a design perspective, the “Quartz Crisis” era birthed some of the most interesting watches ever made, adding to the rich tapestry of watch history. And from a collecting standpoint, vintage quartz pieces are gaining momentum as enthusiasts recognise their historical significance, unique aesthetics, and excellent value.

Conclusion: Celebrating Diversity in Horology

Ultimately, watch collecting should be about passion, personal style, and the stories behind each piece. Whether you’re entranced by the rhythmic tick of a mainspring or the near-silent sweep of a quartz crystal, both have a place in any well-rounded collection. By embracing quartz, you open doors to a fascinating chapter in watchmaking history—one of resilience, innovation, and boundary-pushing design.

So, if you’re considering a battery-powered timepiece, wear it proudly. Let it serve as a reminder that battery-powered can still be beautiful, and that the world of watches is big enough to celebrate both springs and circuits.