The Masterful 1974 No.12 Catalogue from Citizen
Nov 11, 2018 19:54:22 GMT -8
Groundhog66, cobrajet25, and 2 more like this
Post by rossr on Nov 11, 2018 19:54:22 GMT -8
People differ in the watches that they like, wear and might collect. I like both Seiko and Citizen watches - my collection is split 50/50 between the two - and quite often I've had the good fortune to chase down things in which others have little or no interest.
As part of my education in vintage watch collecting, I’ve spent time browsing through the catalogues that Seiko and Citizen produced in the early to mid 1970s. It’s a big thanks from me to those who produced, acquired, scanned, uploaded and distributed these gems.
Of the catalogues available online to download, one in particular stands out to me. I regard the Citizen catalogue that shows the 1974 No.12 collection as somewhat of a mini-masterpiece. Thanks for uploading this akable Thanks also sweephand . I’d argue that the quality and breadth of the watches on offer by a manufacturer in a single document may not ever have been matched or equaled. Big statement. Sure, the quality of individual watches or series of watches offered by other manufacturers, including Seiko, might have exceeded these 1974 Citizens. For Seiko, consider the incredible VFA models, and, in the 1970 Seiko News scanned by gerald (Watches_dxb), the mechanical and quartz vfa and gfa, chronometers etc etc),
But were they available for purchase during a single year, appearing in a single brochure? Did they share a catalogue with so many different movement types?
Let’s have a little look at the Citizen ‘74 catalogue. I'm not reproducing in full - just a few excerpts.
First up, we know we’re in for something special when the cover greats us with a graphic that could only have come from the early 70’s. That stylised “‘74” is right in keeping with the era. Consider the images that pop up from google images when “1970s graphic design” is searched. This cover image is right at home with the best of them.
We are presented with the first LCD watch ever offered by Citizen, the 60-1012.
Then there are Citizen's very first quartz analogue watches - the smooth sweeping, short-lived pre-Crystron 8811 and the very seldom, read never, seen 8810 EFA - except of course in the amazing collection of Instagrammer ”krtekprim”.
A large number of Hisonic tuning fork watches are here - a pricey and high-end line for the time - some with the gold medallion on the caseback. I believe that there is at least one GX movement in here - a simplified, cut-down version of the premium Hisonic tuning fork movement.
And then there are pages of the true Cosmotrons - with the moving magnet balance wheels.
The high end mechanical 7xxx series watches are represented by the 36000bph CH (Highness) and Leopards, and are topped off by the uncommon and enigmatic GC (Glorious).
I take great interest in the Leopard line of watches, but I covet the Leopards from a slightly earlier period - the 1970 serialled SuperBeats with the big crown at 3 and leaping leopard logo on the dial - so these ones, excepting the 18k model that I've never seen outside this catalogue, are not really on my radar.
In terms of 1970s colour, the Adorex line represents the high-end, with the cut stone or hardened steel cases, the cut-glass crystals, the shimmering dials and in some models, the “external regulating device” that allows the watch to be regulated via a 3rd crown position.
The colour ramps up further with the V2 automatics, before reaching peak funkiness with the V2 Blackie Customs.
What looks like a dual-crown sports diver (but probably isn’t) shares a page with some nice-looking bullheads and Challenge Golfs.
The catalogue also includes a number of generic dress watches for ladies and gents which hold no interest for me, though I guess they show off the breadth of watch design on offer.
Dive watches are conspicuous by their absence. Strange considering the fact that the iconic 8210-powered 52-0110 150m divers were at this time, being churned out in some quantity.
What is not shown here, but would have slotted in perfectly is the mysterious Solar Cosmotron, apparently also produced in 1974 - what a year! I have seen a single reference to this piece on the official Citizen website as part of their 100 Year celebration. - but nothing else.
So, in summary, we are shown mechanicals (including high-end pieces from both the 7xxx and the 8xxx series), quartz (analogue and digital), tuning forks (two varieties) and electro-mechanical movements. Impressive.
Did this year represent a change in direction for Citizen? Was this the mechanical-movement high point? Perhaps. I’ve not seen a 1975 or 1976 catalogue, but the 1977 catalogue that I’ve seen is very light on the mechanical side. By this stage (1977) Citizen were well and truly down the quartz route. This original CQ quartz line had turned into the Crystron quartz line, bringing in the 8600 “blinker” watches, the famed 4-mega, and the first solar powered quartz watch. The Hisonic and Cosmotron lines continued for a couple more years before they too were phased out in preference to the quartz movement.
I've been fortunate enough to pick up some of the higher-end pieces that are shown in this exceptional catalogue, and there are a few - unicorns and white whales - that I'll happily look for, but will probably never find.
Regards,
Ross
As part of my education in vintage watch collecting, I’ve spent time browsing through the catalogues that Seiko and Citizen produced in the early to mid 1970s. It’s a big thanks from me to those who produced, acquired, scanned, uploaded and distributed these gems.
Of the catalogues available online to download, one in particular stands out to me. I regard the Citizen catalogue that shows the 1974 No.12 collection as somewhat of a mini-masterpiece. Thanks for uploading this akable Thanks also sweephand . I’d argue that the quality and breadth of the watches on offer by a manufacturer in a single document may not ever have been matched or equaled. Big statement. Sure, the quality of individual watches or series of watches offered by other manufacturers, including Seiko, might have exceeded these 1974 Citizens. For Seiko, consider the incredible VFA models, and, in the 1970 Seiko News scanned by gerald (Watches_dxb), the mechanical and quartz vfa and gfa, chronometers etc etc),
But were they available for purchase during a single year, appearing in a single brochure? Did they share a catalogue with so many different movement types?
Let’s have a little look at the Citizen ‘74 catalogue. I'm not reproducing in full - just a few excerpts.
First up, we know we’re in for something special when the cover greats us with a graphic that could only have come from the early 70’s. That stylised “‘74” is right in keeping with the era. Consider the images that pop up from google images when “1970s graphic design” is searched. This cover image is right at home with the best of them.
We are presented with the first LCD watch ever offered by Citizen, the 60-1012.
Then there are Citizen's very first quartz analogue watches - the smooth sweeping, short-lived pre-Crystron 8811 and the very seldom, read never, seen 8810 EFA - except of course in the amazing collection of Instagrammer ”krtekprim”.
A large number of Hisonic tuning fork watches are here - a pricey and high-end line for the time - some with the gold medallion on the caseback. I believe that there is at least one GX movement in here - a simplified, cut-down version of the premium Hisonic tuning fork movement.
And then there are pages of the true Cosmotrons - with the moving magnet balance wheels.
The high end mechanical 7xxx series watches are represented by the 36000bph CH (Highness) and Leopards, and are topped off by the uncommon and enigmatic GC (Glorious).
I take great interest in the Leopard line of watches, but I covet the Leopards from a slightly earlier period - the 1970 serialled SuperBeats with the big crown at 3 and leaping leopard logo on the dial - so these ones, excepting the 18k model that I've never seen outside this catalogue, are not really on my radar.
In terms of 1970s colour, the Adorex line represents the high-end, with the cut stone or hardened steel cases, the cut-glass crystals, the shimmering dials and in some models, the “external regulating device” that allows the watch to be regulated via a 3rd crown position.
The colour ramps up further with the V2 automatics, before reaching peak funkiness with the V2 Blackie Customs.
What looks like a dual-crown sports diver (but probably isn’t) shares a page with some nice-looking bullheads and Challenge Golfs.
The catalogue also includes a number of generic dress watches for ladies and gents which hold no interest for me, though I guess they show off the breadth of watch design on offer.
Dive watches are conspicuous by their absence. Strange considering the fact that the iconic 8210-powered 52-0110 150m divers were at this time, being churned out in some quantity.
What is not shown here, but would have slotted in perfectly is the mysterious Solar Cosmotron, apparently also produced in 1974 - what a year! I have seen a single reference to this piece on the official Citizen website as part of their 100 Year celebration. - but nothing else.
So, in summary, we are shown mechanicals (including high-end pieces from both the 7xxx and the 8xxx series), quartz (analogue and digital), tuning forks (two varieties) and electro-mechanical movements. Impressive.
Did this year represent a change in direction for Citizen? Was this the mechanical-movement high point? Perhaps. I’ve not seen a 1975 or 1976 catalogue, but the 1977 catalogue that I’ve seen is very light on the mechanical side. By this stage (1977) Citizen were well and truly down the quartz route. This original CQ quartz line had turned into the Crystron quartz line, bringing in the 8600 “blinker” watches, the famed 4-mega, and the first solar powered quartz watch. The Hisonic and Cosmotron lines continued for a couple more years before they too were phased out in preference to the quartz movement.
I've been fortunate enough to pick up some of the higher-end pieces that are shown in this exceptional catalogue, and there are a few - unicorns and white whales - that I'll happily look for, but will probably never find.
Regards,
Ross
