Concord Watch

By the 1990s, Concord watches fell out of style and grew obsolete amidst the rebranding of the company.

Founded in 1908 in Biel, Switzerland, the brand was created to design watches with the American market in mind.

In 1915, Concord started working with companies like Van Cleef & Arpels, Tiffany and Cartier on provide them with high quality watches made out of precious metals and gems.

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 New York, Texas Monthly, Architectural Digest, Town and Country and Business Week while appearing in TV shows such as Miami Vice, Charlie's Angels, The Love Boat, Dynasty and Hill Street Blues.

Further turmoil happened in 2004, when Movado purchased financially troubled luxury Swiss watchmaker Ebel, causing Concord to be shunned in favor of their new acquisition.

The style and pricing were designed to compete with watches such as Panerai, Audemars Piguet and Hublot.

With only a couple of hundred dealers worldwide, Concord was hoping for a grand relaunch into the Luxury sector.

An ad for Tiffany & Co of the Concord Delirium. Dubbed the world's thinnest watch, it ranged from $4,900 to over $20,000 for customized models with diamonds.
An example of an 18K Concord Centurion quartz watch. The advertised price in the New York Magazine in December 1982 was $7950 USD.
Classic Concord watch