I’ve spent hundreds of hours investigating and illuminating the detailed history of the main digital watch brands (Casio, Seiko, Citizen, Timex) , as well as more obscure angles on the hobby like Tokyo Flash and the watch offerings of places like India and Germany. This video bakes that all together into one 15 minute digestible chunk - Matrix Style! I hope you enjoy the Video! If you want a bit more detail read on!

In the 70s, digital watches emerged as a high-end luxury item, marking a new era in timekeeping. Different nations would compete to be considered at the vanguard of this new technology . This new trend had connections to the fields of computers and calculators, causing a clash between traditional watch brands and new comers from the tech field. Towards the end of the 70s, two major challenges arose: the need to keep up with Japan's innovative advancements to capture the premium market and the increasing cost efficiency of producing lower-end models in Hong Kong and Japan for mass consumption. As a result, many Western companies were forced out of the game unless they adapted and formed partnerships with these emerging forces.

The 1980s are often remembered as the time when cheap plastic watches, mostly manufactured in Hong Kong, dominated the market. However, premium digital watches still held their ground in four distinct categories. First, there were sports watches that offered water resistance and durability, appealing to aspiring active individuals. Second, there were technological watches that combined timekeeping with emerging technologies such as computers and sensors. Third, there were novelty watches that featured integrated melodies or computer games, adding a playful element to timekeeping. Finally, there were stylish fashion watches that downplayed the digital aspect while retaining practicality, such as Ana-digi models and premium models from Swiss brands.

The 90s is when all the folks experimenting in the market had been flushed out and we were largely left with the promotional Hong Kong made cheap watches acquired at gas stations, or the titans of Casio and a revitalised Timex, as well as some youth oriented models from Seiko and Citizen designed to capture the burgeoning extreme sports craze and the associated youth culture.

The 2000s was when the brands beyond Casio were more targeted in highly specialised niches like the youth market and retro-futuristic fashion in Tokyo.

From the 2010s onwards, we find ourselves at the cusp of the smartwatch era, where digital watches intersect with advanced technologies.

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