Horological Meandering

MARKETING IMPORTANCE OF THE CASEBACK

In my opinion, the caseback is a tiny free billboard announcing a variety of important messages to the world. 

For example, this tells us about a significant event in the history of flight and the reason this particular watch was issued. We know this is #16 of a numbered series of 100 watches, we know the event of Kitty Hawk, the watch is called Speedbird 1903, and it is marginally water resistant. We learn also that the caseback screws into the case and a 2- or 3-prong wrench can remove it. (See Part 4).

Here's my Grandfather's Omega, given to him in recognition of 20 years of service to his company. We learn nothing about the watch, and very little about Roy, but it does tell us about this 20-yr milestone, and the company that recognized him. Union Carbide Corporation, or UCC as it's abbreviated here, made food packaging materials. My grandfather was one of their best salesmen.

This BALL Watch Co. caseback tells us a lot more information. It identifies the maker and its country of manufacture; there is a claim of shock resistance (not quantified); we read about the tiny tubes that illuminate the dial; we learn the model name of the watch and see a dramatic graphic of a train with bright headlight, and pick up some technical data -- serial number and model.

The caseback of this Seiko also provides some useful and some cryptic information, but without so much drama as on the BALL.

STOWA's engineers didn't leave the marketing guys much room to work with, but being good stewards they used every bit to tell us as much as possible. Scanning this small ring of metal, we learn it's a limited edition watch #37 of 80, made by STOWA in Germany; it's equipped with a sapphire crystal; has 5ATM water resistance; it's made of stainless steel, contains a UNITAS 6498 movement, and is called Marine Original. The transparent window in the caseback also lets us view the movement where we can read there are 17 jewels and the movement is Swiss (vs the German case).

A solid caseback offers some advantages. The gold insert on this Grand Seiko tells us visually that this watch is more than just a functional piece of gear. Beauty is an important reason for its being. We learn the name of the movement family "Caliber 9F". This too is a limited edition #2xx/300; issued for the 15th anniversaryof the 9F since 1993; its water resistance is noted; the case is stainless and the insert 18k gold. There are model numbers, Seiko's name, and JAPAN.

Seiko uses the famous "WAVE" to indicate its diver watch water resistance. In essence, the frothier the water, the deeper you can dive with your watch. Nothing conveyed "in writing" but rather in graphics. In addition to the water resistance by image, we have the usual reference and serial numbers and place of origin and material.

I had 682 images of IWC watches. I've owned a dozen or more. Out of all those pictures there were only 3 images of the case backs, because they are boring. I won't bore you with them, but jump to a pretty one instead.

The Glashutte Original lettering appears to be etched or engraved in the case. We see the screws that hold on the back, the 750 hallmark indicating 18k gold, its serial number and something else in a diamond frame. 

There's a substantial amount to be learned from the back of this F.P. Journe watch. I'll let you enjoy reading.

Some watch casebacks are just meant to be pretty. Here's an example that I enjoy looking at:

Some manufactures use up the space with relatively meaningless or useless information. My two candidates for this prize are the Breitling Aerospace and the UN Marine Chronometer. 

Yes, of course, I concede that if your pilot is running out of fuel and can't convert from UK gallons to US gallons on the fly, he can unstrap his Breitling and follow the lines around the back to do his calculations ...

Not all companies are so verbose as we have observed on the preceding watch casebacks. May I present my BlancpaiN?

  

my Chronoswiss?

My Patek?

My Rolex

I think we will stop there for now.  Can I leave you with a caseback identification test? What brand watch is this?

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