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It’s hard to remember a time when there has been so much focus on the movement that sits inside a watch- where it comes from, who designed it and who made it. It may sound strange to say that there was little focus on movements until around 2000- after all, they are not only an integral part of the watch, but are the actual components that deliver the primary function of a watch- keeping time.
I suspect that a big part of the reason was that by the 1990s no-one, putting aside a few Haute Horology brands and Rolex, knew how to make a complete movement- they all bought either ebauches (a “blank” or a collection of parts ready for assembly- normally including the main plate, the bridges, the train, the winding and setting mechanism and the regulator) or complete movements from ETA. This meant that there was little point promoting the movement inside your watch, because it was the same movement that sat inside your competitors watch
“Your heart was warm and happy
With the lilt of Irish laughter
Every day and in every way
Now forever and ever after."