Concord: history, models and value

Founded

1908

Headquarters

Biel/Bienne

Owner / group

Movado Group

Concord: origins and founding

The Concord Watch Company SA was founded in 1908 in Biel (Bienne), Switzerland. From the start it was aimed at the American market, and in 1909 it opened an affiliate in New York. Concord made high-end wristwatches, often in precious metals and set with gemstones.

Concord history and milestones

From 1915 Concord supplied luxury watches on a private-label basis to famous jewelers, including Van Cleef & Arpels, Tiffany & Co. and Cartier. Many of these watches carried the jeweler's name on the dial, not Concord's.

In 1970 Concord was bought by Gedalio Grinberg's North American Watch Company, a US firm that also distributed Piaget and Corum. In the early 1980s the same company bought Movado. Concord became the group's luxury flagship, with large US advertising budgets in the 1980s.

• 1979: the Delirium, at 1.98 mm the thinnest analog watch of its time.
• 1980: Delirium II (a skeleton under 1.5 mm), Delirium III (a ladies' model) and Delirium IV at 0.98 mm.
• 1986: launch of the Saratoga collection.
• 1996: North American Watch Company renamed itself Movado Group.
• 2007: centenary relaunch under new management, with a new headquarters in Biel, most dealer accounts closed, and the bold C1 sports watch.
• 2008: the C1 Gravity Tourbillon won a design prize at the Grand Prix d'Horlogerie de Genève.

In the 1990s Concord's bold look went out of fashion, and after Movado bought Ebel in 2004, Concord received less attention. The 2007 relaunch did not bring back its former visibility.

Famous Concord models

• Delirium – the ultra-thin quartz watch of 1979 and its successors. A milestone in watch history.
• Saratoga – a luxury sports collection launched in 1986 and still one of Concord's main lines in the 2000s. Many pre-owned Concords are Saratogas.
• Mariner – a sports line of the 1980s, redesigned in 2007 in classic and dive versions.
• Centurion – a thin quartz sports watch from 1979.
• La Scala – a contemporary luxury line of the late 1990s and 2000s.
• C1 – the oversized sports chronograph of the 2007 relaunch, including Worldtimer and Gravity Tourbillon versions.

Movements and technique

Concord did not make its own movements. The Delirium was developed and produced by Ebauches SA, which built the movement directly into the caseback to save space. Most Concord watches of the 1970s to 1990s are quartz, while the C1 Chronograph of the 2007 relaunch used a COSC-certified mechanical movement.

Concord today

Concord belongs to Movado Group, which in its 2025 annual report still lists Concord as an owned brand next to Movado and Ebel. The brand historically sat in the luxury segment, but it has a low profile today and is rarely seen in shops.

Concord prices on the pre-owned market

Most pre-owned Concord watches are quartz models from the 1980s and 1990s, and many sell well below their old retail prices. Value depends mainly on the material: watches in solid 14k or 18k gold, or set with diamonds, often sell for close to their metal and stone value. Steel and gold-plated Saratoga and Mariner models are common and sell more modestly. Early Delirium models have collector interest because of their place in history. Vintage mechanical Concord watches from the private-label era, especially in gold, can also attract buyers. A working movement, an original bracelet and papers all help.

How to recognise a genuine Concord

Check the caseback for the Concord name, a model reference and a serial number, and look for clear gold hallmarks (such as 14k or 18k) on solid gold pieces. On older jeweler-signed pieces, a watchmaker can confirm the Concord movement inside. Be careful with "gold" models that are only plated. More tips: how to spot a fake watch.

What is your Concord worth?

Send us photos of the dial, caseback and bracelet for a free watch value estimate. For estates, divorce or insurance, a written watch appraisal is also available.

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