Why This Watch Matters

Alertamatic? More like Grooveamatic. This gold-plated and brown-dialed example is giving us major That '70s Show, Foxxy Cleopatra vibes.

The Full Story

The watch company Nivada was founded in 1926 in Grenchen, Switzerland, by Otto Wüllimann, Hermand Schlindler, and Jacob Schneider with the name of Wulliman, Schneider, Nivada SA. Nivada’s strategy from the beginning was to create professional watches that fulfilled a purpose. Whether that entailed enhanced water resistance for diving, an alarm for day-to-day life, or general robustness to survive any sort of sporting encounter, the watches were made with the end user in mind.

In a world before the iPhone alarm was ubiquitous, the wrist alarm was one of the most practical complications a watch could offer. Vulcain's Cricket found a massive market in the 1940s; it was not long before brands like Nivada had developed their own. The example we have here is in excellent condition and features a neon orange triangle as an alarm indicator on a rotating circular disc in the middle, similar to the ones made by Jaeger-LeCoultre/LeCoultre in the Memovox series.

Setting and arming the alarm is all done through the chronograph pusher-looking button near two o'clock. In fact, this "pusher" does not push down at all. Pulling it out all the way allows for the alarm time to be adjusted, indicated by the orange arrow on the Alertamatic's inner disc, while leaving the pusher in the middle position arms the alarm. All winding and time-setting is done through the more conventional-looking crown at four o'clock, but in order to set the time, the pusher at two needs to be pulled out to the first position (half way out). A small button right at three o'clock allows for quick-setting the date.

We paired this very funky, 1970s, gold plated Alertamatic with our Reid strap in espresso to play off of the case metal as well as the brown tones on the dial.

The Fine Print

Maker: Nivada
Model: Alertamatic
Reference: 9751
Year: 1970s
Case No: N/A
Movement No: 3059899
Material: Yellow gold plate
Dimensions: 39mm width x 44mm height; 13.75mm thickness
Crystal: Plexiglass
Lume: Yes, tritium
Caliber: Nivada-signed Lemania, self-winding, caliber 2980
Bracelet/Strap: HODINKEE The Reid Goatskin Watch Strap In Espresso
Lug Width: 20mm
Box/Papers: No

What We Love And What You Should Know

Things We Love:

- Great brown color palette
- Alarm complication
- Pop of orange on dial and seconds hand

Things To Know:

- Wear to case plating

This Alertamatic is in very good, honest overall condition. The case is in good shape showing strong lines. There is some wear to the plating especially near nine o'clock and on some of the edges. Overall, the gold tone has developed patina, especially on the rear of the case. The case has developed a darker patina in areas throughout, with more noticeable patina on the caseback behind the lugs. There are some scratches and light nicks on the edges. The caseback has a few more scratches from previous removal attempts. The engravings on the caseback are all crisp and readable.

The dial is very clean with a slight patina overall. The lume on the dial as well as on the handset have developed patina and currently present in a creamy tone. The hands and hour markers themselves have developed a slight patina.

The dial, case, and movement are signed by Nivada. The alarm pusher and crown are correctly unsigned and the correct shape; they show some wear on the plating. This watch was photographed on a 175mm/6.9inch wrist.

Nivada Grenchen Brand Landing