During the 1960's and '70's, Sears marketed a line of upscale watches under the name Tradition. I happened to come across the one pictured here.
It has a 21 Jewel Swiss Made ETA 2472 movement. I have no idea about the significance of the "crown" is on the dial above the word “Tradition”. This is a beautiful dress watch with a brown dial. Sears offered a range in quality in watches and from what I've discovered, there were a lot of good watches, clearly made for Sears by very competent makers featuring ETA upgraded movements. Until the 1950s, Sears built many urban department stores and they overshadowed the mail-order business. Starting in the 1950s, the company expanded into suburban markets and later into shopping malls in the 1960s and 1970s. This is the period where we find most of the Tradition signed wrist watches were sold. Most watches are signed “Swiss Made” or “Swiss” and often had the 3-digit Swiss Identification Code in them. An indication they were produced in Switzerland for the North American Market. The “Tradition” brand featured dress, divers and chronograph watches. During the 1980’s and later we do not find watches with the Tradition logo anymore. Newer watches sold through Sears & Roebuck featured the name ‘Phasar’. These watches had a certain style and quality, though they did not rise to the quality and movement level of the ‘Tradition’ watches. Comments are closed.
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Old Time WatchesI enjoy collecting mechanical (manual wind and automatic) and early electric and quartz timepieces. I take great pleasure in researching and writing about the companies and people that created these beautiful watches. PF
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September 2018
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