The width-to-length proportions of its iconic elliptical case — a cross between a circle and a rectangle — were designed based on the golden ratio, a mathematical formula discovered by mathematicians in ancient Greece. With what some call the “divine proportion” of 1:1.6181, the golden ratio achieves well-balanced, aesthetically pleasing proportions, which many twentieth-century architectural and artistic masterpieces were based upon.
It’s highly likely then, that the enduring charm and success of the Golden Ellipse can be attributed to its carefully proportioned case that transcends trends. At the height of its popularity in the late ’70s, the watch was available in 65 variations with different sizes and precious metals. There were also jewellery and high jewellery versions to appeal to the ladies.