Vintage Elida Automatic TV-Dial Gold-Plated Watch with Integrated Bracelet
Watch · Yellow Gold plating over a base metal (likely brass or stainless steel).
Purity: Estimated 10-20 Micron Gold Plated or Gold Filled (Not solid gold). Typical for this era of mid-range Swiss watches, containing less than 5% gold by weight.
Type
Watch
Purity
Estimated 10-20 Micron Gold Plated or Gold Filled (Not solid gold). Typical for this era of mid-range Swiss watches, containing less than 5% gold by weight.
Gold Type
Yellow Gold plating over a base metal (likely brass or stainless steel).
Weight
Total weight 75-90 grams. Note: As a plated item, the actual gold weight is negligible (likely less than 0.5g total).
Description
This vintage Elida timepiece captures the bold aesthetic of the 1970s. Featuring a blue sunburst dial protected by an acrylic crystal, it utilizes a wide cushion-shaped gold-plated case. The red seconds hand provides a high-contrast athletic touch against the deep blue watch face. Despite the wear, it represents a classic era of Swiss mechanical mass-production.
Key Features
Unique 'TV' cushion case, sunburst blue dial, red contrast seconds hand, and integrated link bracelet.
Color & Finish
Rich yellow gold tone with significant surface oxidation, scratches, and 'pitting' (tiny dark spots) indicating the base metal is reacting through the plating. Brushed finish on the case shoulders with high-polish bezel.
Hallmarks & Stamps
'ELIDA' and 'Swiss' on dial; likely 'Plaque G' or 'Gold Electroplated' on the case back or between lugs. No solid gold hallmarks (such as 18K/750) are visible, which is consistent with the wear patterns.
Dimensions Estimate
Case width approximately 38mm (excluding crown), 18-20mm lug/bracelet width. Large 'TV' style case profile.
Gemstones & Inlays
None. Features a sunburst blue dial with applied gold-tone indices and a red center seconds hand.
Clasp & Closure
Likely a fold-over deployment clasp or jewelry clasp matching the integrated presidential-style link bracelet.
Chain & Links
Oyster/Presidential hybrid style link bracelet, integrated into the case design, typical of 1970s sports-luxury styling.
Craftsmanship Details
Mass-produced Swiss assembly. Visible plating thickness is standard for the period. Links are likely folded or hollow rather than solid-milled for weight reduction.
Authentication Indicators
Swiss markings on the dial; 'brassing' on the high-friction points confirms the item is gold-plated rather than solid gold. The weight will feel consistent with steel rather than the distinct heaviness of solid 18K gold.
Origin & Maker
Swiss Made by Elida, an assembly-focused Swiss watch brand active in the mid-20th century.
Era & Period
Retro / 1970s 'Space Age' design. Indicators include the cushion 'TV-screen' case shape and the vibrant blue sunburst dial.
Age Estimate
Circa 1970-1975 based on the case geometry, dial color, and automatic movement indicator.
Cultural Significance
Reflects the transition of watches from purely functional tools to bold, affordable fashion statements during the 'Quartz Crisis' era when Swiss brands experimented with adventurous designs to compete.
Condition Notes
Fair condition. Clear evidence of plating wear (brassing) on the case edges and bracelet. Significant crystal scratching. The movement's mechanical health is unknown but the exterior shows heavy use and oxidation.
Value Estimate
$50 - $150 USD. The value is strictly in its vintage appeal as a mechanical watch; it has zero 'melt value' because the gold content is too thin to be refined profitably.
Care & Maintenance
Do not use ultrasonic cleaners as it may strip remaining plating. Clean with a soft damp cloth only. Keep away from perfumes and sweat which accelerate plating corrosion. Requires a professional watchmaker for movement servicing.
Similar Items
Omega Constellation 'TV Dial' (higher end), Seiko 5 Vintage cushion cases (lower end), or Tissot PR 516.
Interesting Facts
The 'TV-dial' shape became iconic in the 70s as television sets became a central part of household furniture, influencing industrial designers to adopt rounded rectangular 'cathode ray tube' shapes.