VTG 1960's LEGANT Swiss Automatic WATCH, 30 JEWELS, ROTOMATIC DAY MARKER

34mm

LeGant is simply a play on "elegant" created by Montgomery Ward in the early 1960s. Wards, similar to other companies in this era such as Abercrombie & Fitch, partnered with Swiss watch brands in order to offer the highest quality watches through their seasonal print catalogs. This watch was made by Williamson Buren, Norwich (Imperial )Watch Co of Switzerland, see code WXC in photos. 

From 1899 to 1932, Buren was the Swiss factory of H. Williamson, Ltd, an English company. Williamson, bought a watch factory in Switzerland and created the Buren Watch Company. Ads in the 1920's proclaimed Buren to be "The Perfect Watch" and boasted of the linking up of Swiss watch manufacturing with British Enterprise and Capital. This came to an end during the Great Depression and Buren came to be an independent Swiss firm. This occurred in 1932 when the employees bought the plant and it became The Buren Watch Co., Switzerland.
On March 1, 1966 Buren Watch Co. was acquired by Hamilton (which then became a part of SMH) and the Swiss factory became Buren Watch Hamilton. This ended in 1972 when production ceased at Buren Watch Hamilton.

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