When we think of luxury watches the last thing people think of are LCD displays, but in 1973 it was just that which was setting the luxury watch market alight. The early 70s were an exciting time for watch technology. Not only were battery powered watches readily available, but the first quartz models were being released, based upon using the vibrations of a quartz crystal to keep time. However, it was Longines who at that time stole a march on the rest of the market with the very first liquid crystal
display (LCD) wrist watch.
This exciting item could be yours for the princely sum of $300 as it was launched in the USA, which would be north of £900 in today’s money, and at the time must have seemed like something straight out of a science fiction magazine. It is a clear indicator of how far technology has come (and perhaps how much we take it for granted) since then that a simple LCD wrist watch can be had for under a fiver if you shop around, although you can guarantee you won’t find a Longines watch for that kind of price.
There are still many top brands which incorporate digital LCD displays in to their new models, such as with the Professional range of Breitling watches, but the luxury market as a whole nowadays tends to avoid the dull browns and greens of LCD screens in favour of more elegant aesthetics. The retro and alternative fashion markets, however, have seen a boom in demand for LCD watches over the last couple of years, whether in the clumsy original styles of the black plastic 80s or in updated interpretations of designs used in other well known electronic devices. A perfect example of how yesterday's discarded fad can return to be the hottest must-have accessory of tomorrow.