Founded in 1908 in Biel/Bienne, Switzerland, Concord was established by five Swiss entrepreneurs with a vision of creating refined timepieces for the American luxury market. During its earliest years, the brand distinguished itself as a private-label watchmaker, supplying high-end watches to houses such as Tiffany & Co and Cartier in the early 20th century. Concord’s prominence was further recognized in 1942 when President Truman gifted its watches to Stalin and Churchill during World War II peace talks at the Potsdam Conference.

During the quartz crisis of the 1970s, Concord embraced new electronic watch technology at a time where many traditional Swiss makers were struggling to adapt. Concord produced some of the most expensive and technically refined quartz watches in the market, most famously the ultra-thin Delirium—the world’s thinnest watch at the time—which stood as a technical triumph and a symbol of Swiss ingenuity under pressure. Concord was also famous for introducing the world’s first watch with a case made entirely out of a coin.