Lately, quite a few — ahem — non-standard timepieces have waltzed through our doors.
From ‘bullhead’ Sornas to ‘TV case’ Zeniths, from Bucherer ‘Hardlife’ chronographs to strange titanium mashups between Audi and Certina, lots of oddball watches are appearing in the Analog:Shift inventory…and we’re here for it.
After all, it was precisely these sorts of oft-overlooked timepieces that drew many of us to collecting in the first place — and though the wider collector community may have since caught on, that doesn’t make them any less cool or special. In fact, we’d argue that in a world obsessed with diminutive gold dress watches or stainless steel sports watches, it’s precisely these types of quirky pieces that stand out, signaling an adventurousness and a curiosity in the collector that isn’t present when one simply “follows the herd.”
While some of the brands and models below may be familiar to you, others are likely to induce an arched eyebrow or a confused “Huh?” But that's largely the point: The archaeological pleasure of digging up a forgotten case shape, or the jolt of electricity resulting in being the first in one’s Red Bar group to rock a watch made from a strange material that no one’s seen in 40 years. If this is the type of signal you’re searching for amid all the noise out there, then read on — you’re bound to find something you like among the assemblage of quirky timepieces below.
Zenith El Primero 'TV Case' ($5,450)
Zenith El Primero 'TV Case' - IN THE SHOP
Powered by the brand’s famed El Primero automatic chronograph movement, this early 1970s Ref. 01.0200.415 is housed in an undeniably of-the-moment 42mm ‘TV’ case, so-called for its resemblance to, well, a television set. Its unusually large chronograph pushers flank a small, signed crown, while a polished bezel protects an acrylic crystal. The blue dial boasts a wildly cool, angled tachymeter scale that appears along the rehaut, while the El Primero’s 4:30 date window is present and accounted for. Its coolest feature? Probably its wild integrated bracelet.
Bucherer 'Hard Life' Chronograph by Omega ($4,750)
Bucherer 'Hard Life' Chronograph by Omega - IN THE SHOP
Ever seen a white-label Omega watch? We bet not! But that’s precisely what this Ref. 145.023 is: Effectively a riff on the colorful ‘Anakind Skywalker’ or black PVD ‘Darth Vader’ chronographs, it was produced by Omega for sale at Bucherer, a famed Swiss retailer. Measuring 45mm in stainless steel with a hefty tonneau case and a modified octagonal bezel, it features a triple-register chronograph set within a handsome blue dial powered by the famed, manually-wound Calibre 861 movement — plus a neat Omega-signed steel bracelet.
Certina Audi Sport Chronograph ($3,950)
Certina Audi Sport Chronograph - IN THE SHOP
In 1983, Swiss watchmaker Certina produced a limited run of watches for Audi in celebration of the German auto manufacturer’s then-new Quattro GmbH division (now Audi Sport GmbH). Housed in a futuristic 41mm titanium carbide case, it features a Brutalist bent that’s accented via a matching integrated bracelet, a protruding set of rectangular pushers, and a black dial with a simple outer tachymeter scale, colorful yellow and orange accents, and a familiar triple-register chronograph and day-date display powered by the automatic Valjoux 7750 movement. Cool!
Gérald Genta Octagonal 'Minnie Mouse' ($1,950)
Gérald Genta Octagonal 'Minnie Mouse' - IN THE SHOP
While any mall brand could conceivably license a Disney character to slap on its watches, those from Gérald Genta are in a different class: The famed designer of the Royal Oak and Nautilus virtually built his own eponymous brand around America’s favorite mouse, with Mickey and Minnie appearing on all manner of designs. This 27mm piece in Genta’s signature octagonal case features two-tone steel and gold construction, a quartz movement, a red leather strap, and a simple white dial with Minnie at its center, her arms forming the handset.
Sorna Jacky Ickx Easy-Rider Chronograph ($1,750)
Sorna Jacky Ickx Easy-Rider Chronograph - IN THE SHOP
A victim of the Quartz Crisis, Sorna produced all manner of fun and funky chronographs and other watches in the latter decades of the 20th century. This one in particular is almost too cool for school: Measuring 38mm, it’s housed in a black plastic case with a gold-tone crown and dual pushers in the ‘bullhead’ configuration — meaning they’re situated at the 12 o’clock position rather than at 9 o’clock. The spectacular red dial features two offset chronograph registers, a 12 o’clock crown, and the signature of Jacky Ickx, a 6-time winner of the 24 Hours of Le Mans.
Omega Constellation ($1,950)
Omega Constellation - IN THE SHOP
Looking to delight a significant other — or yourself, for that matter? You might try this gorgeous, wonderfully tiny Omega Constellation: Measuring just 23mm in stainless steel with a gold bezel, it features the Connie’s signature ‘claws,’ plus a set of engraved black ‘Roman’ numerals and a champagne dial with a ‘railroad’ minute track, applied cabochon-style hour markers, and a set of luminous ‘baton’ hands. Paired to a matching steel integrated bracelet, it boasts the observatory caseback of the Constellation line that’s become indicative of chronometric excellence.
Patek Philippe Ladies' Cocktail Watch ($5,450)
Patek Philippe Ladies' Cocktail Watch - IN THE SHOP
Early-to-mid 20th-century ladies’ cocktail watches took myriad forms, from restrained bangles to extravagantly shaped, hyper-imaginative creations studded with all manner of precious stones and uncommon materials. This 1950s Reference 3006 from Patek Philippe is an ideal entry in the world of cocktail watches—boasting white gold construction, diamond-set lugs, and a gorgeous white gold bangle bracelet, it features a simple silvered dial and a tiny hand-wound movement. If you can find a more elegant ladies’ watch, we’d love to see it!
