Vintage Tell Swiss 17 Jewels 'Cushion Case' Gold-Tone Sunburst
Casual/Dress Watch · Tell (Swiss); a lesser-known Swiss brand active during the mid-20th century, likely an assembler using Swiss components.
Period: Vintage (1970s) 'Disco Era'; indicated by the TV-shaped cushion case, gradient sunburst dial texture, and bold gold-on-gold aesthetics.
Type
Casual/Dress Watch
Brand
Tell (Swiss); a lesser-known Swiss brand active during the mid-20th century, likely an assembler using Swiss components.
Movement
Manual-wind mechanical; likely an ETA, FHF, or AS caliber, 17 jewels, 'Shockprotected' (Incabloc or similar system).
Dimensions
36mm width (excluding crown), 40mm lug-to-lug, 11mm thickness, 18-20mm lug width. It wears larger due to the square cushion shape.
Description
This Tell timepiece is a classic example of 1970s Swiss watch design. Featuring a distinct 'TV-screen' cushion case, it captures the era's transition from traditional round watches to experimental geometries. The dial is the centerpiece, offering a rich gradient texture that plays with light, paired with a reliable 17-jewel manual movement.
Key Features
Horizontal textured fumé dial, 'Tell' logo with stylized crown/mountain graphic, and 'Shockprotected' text designating its tool-watch durability.
Dial Description
Brownish-gold gradient 'fumé' dial with horizontal brushed texture; applied gold-tone baton indices, matching baton hands, and a date window at 3 o'clock with a white wheel.
Case Material
Gold-plated base metal (likely brass) or electroplated stainless steel with a polished finish and brushed integrated-style facets.
Crystal Type
Acrylic/Plexiglass; slightly domed with a top-down view showing some minor age-related distortion.
Bezel Details
Integrated smooth fixed bezel, part of the cushion case structure, with a polished finish.
Crown & Pushers
Standard push-pull crown, scalloped/knurled for grip, located at the 3 o'clock position.
Bracelet or Strap
Aftermarket dark burgundy/brown leather strap with contrast white stitching and a standard tang buckle.
Caseback Details
Likely a stainless steel screw-down or snap-on case back with basic water resistance and movement specs engraved.
Movement Type
Manual-wind mechanical; likely an ETA, FHF, or AS caliber, 17 jewels, 'Shockprotected' (Incabloc or similar system).
Water Resistance
Rated as water-resistant in its era (30m equivalent), but should now be considered non-water-resistant due to age.
Origin & Provenance
Swiss Made; originating from the Swiss watchmaking region during the peak of mechanical mass production before/during the Quartz Crisis.
Age Estimate
Circa 1970–1975 based on the dial typography, case geometry, and 'Shockprotected' labeling.
Cultural Significance
Represents the 'Everyman' Swiss watch of the 1970s—mechanical, stylish, and durable—produced just before quartz movements became the global standard.
Condition Notes
Very Good; the case shows sharp lines suggesting it hasn't been over-polished. The dial is clean with no visible oxidation. Lume on hands appears aged.
Value Estimate
$100 - $250 USD; value is driven by the 70s aesthetic appeal rather than brand prestige.
Care & Maintenance
Mechanical service every 5–7 years; avoid water as vintage gaskets are likely dry; keep away from strong magnetic fields (speakers, laptops).
Similar Watches
Vintage Tissot Visodate (Cushion), Certina Blue Ribbon, or Mido Multi Star. These offer similar 70s aesthetics but from more widely recognized brands.
Interesting Facts
The brand 'Tell' is a reference to William Tell, the Swiss folk hero, which was a common naming convention for patriotic Swiss watch brands of the era.