Founded in 1908 in Biel, Switzerland the brand was created to design watches with the American market in mind. Concord has made several innovations in its history such as being one of the first ˇ°private labelˇ± luxury watches to incorporate precious metals and gems in its watches. It was also the first company to make a wristwatch made of coins.In 1915 Concord started working with companies like Van Cleef & Arpels, Tiffany & Co. and Cartier (jeweler) on providing them with high quality watches made out of precious metals and gems.In 1979 it had a major breakthrough with the invention of the Delirium Watch which was the thinnest watch ever made at the time at 1.98 mm thick. Subsequently a Delirium 2 was released which was even thinner at 1.5 mm.In 2007 the company made a drastic change in its vision. It closed most of its existing dealerships as sluggish sales and lack of a specific market created a huge grey market that hurt the companyˇŻs reputation. The launch of the C1 was highly touted and targeted the ever popular luxury sport market. The style and pricing were designed to compete with watches such as Panerai, Audemars Piguet and Hublot.
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