{"product_id":"gruen-curvex-sovereign-as10891","title":"Gruen Curvex 'Sovereign'","description":"\u003cp dir=\"ltr\"\u003e\u003cspan\u003eOne of the most famous curved wristwatch is without a doubt the Gruen Curvex, which was introduced in 1935 and almost single-handedly saw Gruen through the Great Depression.\u003c\/span\u003e\u003c\/p\u003e\n\u003cp dir=\"ltr\"\u003e\u003cspan\u003e\u003c\/span\u003e\u003cspan\u003eThanks to strategic partnerships with Swiss companies like Rolex and movement manufacturer Aegler, Gruen had enjoyed success with its doctor’s watch, the Techni-Quadron (which Rolex marketed as the Prince in Europe and the British Empire). But the brand also earned a reputation for innovation in aesthetics. Throughout the 1920s, Gruen experimented with different movement and watch designs, including the Quadron, which housed a tonneau-shaped movement in a rectangular case.\u003c\/span\u003e\u003c\/p\u003e\n\u003cp dir=\"ltr\"\u003e\u003cspan\u003eBut after the Wall Street Crash of 1929, the U.S. watch industry took a massive hit. Sales of watches went down from five million to only 800,000 a year. Gruen, which was once ranked in the top tier of the watch industry, found itself selling watches at lower price points.\u003c\/span\u003e\u003c\/p\u003e\n\u003cp dir=\"ltr\"\u003e\u003cspan\u003eDespite the economic setbacks and political changeovers, the brand was poised for a comeback—which came in the form of this watch, the Curvex.\u003c\/span\u003e\u003c\/p\u003e\n\u003cp dir=\"ltr\"\u003e\u003cspan\u003eGruen had actually applied for a patent for a curved movement in 1929, through its Bienne-based agent, Emile Frey. It was granted to Frey in 1932, but assigned to Gruen. Accordingly, the movement designers at the Precision Factory set to work designing what would become a revolutionary watch movement: the Calibre 311.\u003c\/span\u003e\u003c\/p\u003e\n\u003cp dir=\"ltr\"\u003e\u003cspan\u003eThe Curvex that we offer here features the Calibre 330, a movement that is notable for being longer, thinner, and more curved than its predecessor the Calibre 311. Many watches bearing this calibre would be marketed as “Custom Curved” in advertisements. Moreover, the boxes that they came in would be curved as well, to show off the shape of the watch inside.\u003c\/span\u003e\u003c\/p\u003e\n\u003cp dir=\"ltr\"\u003e\u003cspan\u003eThis particular Curvex, the ‘Sovereign’, dates to circa 1941. Made from 14K yellow gold, yielding a lemony tone, the watch measures 45mm in length, and once retailed for $87.50! At its time, this watch was the peak of fashion and trend, but today, it constitutes a wonderful heritage callback to a bygone era. \u003c\/span\u003e\u003c\/p\u003e\n\u003cp dir=\"ltr\"\u003e\u003cspan\u003eThis beautiful piece features a stunning 'Breguet' dial and handset, and is in exceptional condition for its age. \u003c\/span\u003e\u003cspan\u003e\u003c\/span\u003e\u003c\/p\u003e\n\u003cp dir=\"ltr\"\u003e\u003cspan\u003eOwn a piece of horological history with this Gruen!\u003c\/span\u003e\u003c\/p\u003e","brand":"Gruen","offers":[{"title":"Default Title","offer_id":42061588365399,"sku":"40992507","price":3250.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0809\/1255\/files\/AS10891_40992507_GRUEN_CURVEXSOVEREIGN-6.jpg?v=1762366821","url":"https:\/\/www.analogshift.com\/products\/gruen-curvex-sovereign-as10891","provider":"Analog:Shift","version":"1.0","type":"link"}