Andrew tells the New York Times why quartz watches are ticking upward in interest

Zach Blass

Quartz snobbery remains prevalent, but the scales are shifting despite former best efforts by brands or collectors that ran smear campaigns against quartz watchmaking. On both ends of the spectrum, brands and collectors, it is clear that more and more voices are in favour of quartz having a place in today’s marketplace. The New York Times is among many media outlets to recognise this, but in order to lend greater authority to its analysis, the venerated news outlet turned to our own Andrew McUtchen for his thoughts.

Although Andrew transparently told Scott Cacciola that “the tick still gives [him] the ick”, he also pointed out that the notion of quartz being “diametrically opposed to the nobility of Swiss watchmaking” has become antiquated. Instead of quartz watches being held as the death of mechanical watches, quartz-driven timepieces are now thought of as offerings that run parallel to mechanical timepieces. A separate segment, in a different lane, with advantages that can help round out a watch collection comprised of both traditional mechanical watches and modern quartz watches.

Of course, Andrew was flagged on Cacciola’s radar as a strong testimony for the resurgence of quartz considering the recent launch of the TAG Heuer x Time+Tide Sundowner Limited Edition. Just a few years ago, it would have seemed risky to endeavour to sell a quartz-driven, 250-piece limited edition with a price tag north of US$3,000. But, the proof tides are changing is in the result – all 250 Sundowners sold out within 24 hours.

Citing the factors leading the charge (no pun intended) in the rising interest in (solar) quartz luxury watches, Andrew notes elements such as convenience, robustness, and the “technical wizardry of a watch that’s powered by sunlight”, giving newfound appeal to watch buyers. It should also be said that, with the marketplace now placing a greater emphasis on shape, aesthetics, and value, there are moments in which quartz delivers these touchpoints better than a mechanical watch can. Many on the Time+Tide team have pointed out that two-handed mechanical watches without a seconds hand don’t always make the most sense. Unless there is a gorgeous, decorated calibre to salivate over when looking through an exhibition caseback, the tick some collectors find offputting is not an issue. So, if you have a solid caseback (or alternatively a decorated quartz movement) and just two hands on the dial, why not opt for quartz in favour of a more costly mechanical movement?

The above only scratches the surface of Cacciola’s and Andrew’s thoughts and analysis. You can check out the full NYT article here.