The little known Luxor watch co sits in that sweet spot of proper Swiss watchmaking with very little modern noise around the name, which is exactly why pieces like this feel so fresh today.
A seriously cool 1970s Swiss automatic with a high-quality stainless steel, TV / cushion-oval case and a Swiss ETA day-date movement inside. The design is peak-era: bold geometry, brushed steel, and a dial layout that looks like it came straight out of a 1970s concept studio.
What really makes it pop is the graphic dial furniture: individual applied markers with orange/white striping, a contrasting darker outer track, and the standout day/date display with that brilliant red/orange/black typography. It’s quirky, confident, and very wearable.
We’ve fitted a bright orange silicone/rubber racing-style strap to compliment the dial’s orange detailing — and it absolutely works.
Comfortable, sporty, and really suits the case shape
We can fit something more traditional (leather, tropic rubber, steel, etc.) within reason on request.
Extra Points
“Luxor” shows up across multiple decades of Swiss watchmaking, often as a trademark/brand used by Swiss makers and distributors, rather than a single high-profile modern marketing brand. One documented example is Selza Watch Co. (Biel), which is associated with the Luxor name as a trademark listing in historical Swiss brand records.
In other words: you’re buying a well-made Swiss watch from the era, not hype — which is exactly why these can be such strong value.
What we think
This is a fantastic alternative to the usual suspects (Seiko 5 day-dates, generic 70s dress watches, etc.). The case has genuine presence, the dial is way more interesting than most, and the ETA day-date movement makes it a practical vintage you can actually enjoy wearing.
If you like watches such as the Omega Genève Dynamic-era shapes, Certina/Enicar/Longines 70s TV cases, or even some of the bolder Tissot/Zenith sports-casual designs, this scratches that itch for a fraction of the cost — with more individuality.
Spec Stuff
Model :
Movement : Automatic ETA Cal. 2789
Age : 1971/1980
Specific Age : Circa. 1970s
Case Size : 36mm
Case Thickness : 11mm
Lug to Lug : 42mm
Lugs : 18mm
Condition : Preowned
Box & Papers : None
Case Material : Stainless Steel
Warranty : 12-Months NON-Waterproof Warranty
1970s luxor Day Date auto watch - TV Case - Automatic Day-Date Swiss ETA, Orange retro Racing Dial
