MARKETING: The World Watch War

Buying the traditional wristwatch for June graduates was once a relatively simple chore calling for little more than a choice of styles and prices. No longer. Whole new types of watches have hit the $3-billion-a-year world market in the frenzied competition to lure buyers. Some of the new models are called "automatic," meaning selfwinding; others are battery-powered and are variously called "electronic," "solid state" and "quartz crystal." Still another timekeeping development is about to reach the jewelry store. Early next year Longines will begin selling a "liquid crystal digital" (LCD) watch...

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