Omega Seamaster De Ville, an early 'waterproof' watch, with automatic movement and date, in 14k gold In response, Rolex continued concentrating on its expensive mechanical chronometers where its expertise lay (though it did have some experimentation in quartz), while Omega tried to compete in the quartz watch market with its own quartz movements. While Omega and Rolex had dominated in the pre-quartz era, this changed in the 1970s during the quartz crisis, when Japanese watch manufacturers, such as Seiko and Citizen, rose to dominance due to their use of quartz movements. Omega tended to be more revolutionary and more professionally focused, while Rolex watches were more ‘evolutionary’ and famous for their mechanical pieces and branding. Up to this time, Omega outsold Rolex, its main Swiss rival in the luxury watch segment, in the race for 'King of Swiss Watch brands', although Rolex sold at a higher price point. By the 1970s, SSIH had become Switzerland's top producer of finished watches and third in the world. Under Brandt's leadership and Joseph Reiser's from 1955, the SSIH Group continued to grow and multiply, absorbing or creating some fifty companies, including Lanco and Lemania, manufacturer of the most famous Omega chronograph movements. The economic difficulties brought on by the First World War led Paul-Emile Brandt to work in 1925 towards the union of Omega and Tissot, then to their merger in 1930 into the group SSIH, Geneva. Louis-Paul and César Brandt both died in 1903, leaving one of Switzerland's largest watch companies - with 240,000 watches produced annually and employing 800 people - in the hands of four young people, the oldest of whom, Paul-Emile Brandt, was not yet 24.

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