"Now let me get this straight, Squadron Leader. You propose to sit at a desk and type the name of our new watch; you then expect to immediately receive information on everything in the world that contains that word. I'm sorry, you are now grounded - see the medic. We have a war on, you know."
In 2025 ..... yes ;0) The future is bright with Skynet ....... nothing to worry about
🙄
Aviation Watch Co. / Services Watch Co. (England) - Historical Note
The Aviation brand was a house name of the Services Watch Co. Ltd, originally founded in Leeds in 1926 by Frank Liquorish and later based in Leicester. Around 1938, Services created an Aviation Watch Co. Ltd subsidiary to market pilot-style and affordable civilian timepieces.
These watches were generally assembled in England using imported parts and low-cost British pin-pallet movements from suppliers such as Louis Newmark (Croydon), Anglo-Celtic (Ystradgynlais, Wales), and occasionally Smiths. The cases were simple chrome-plated brass, often with fixed lugs, and the dials bore the distinctive “AVIATION” logo (small “a”, rising mid-word, ending in small “n”).
The brand was marketed from the late 1930s through the 1960s, positioned as an accessible English alternative to imported Swiss watches. “Made in England” on the dial was legally valid because final assembly and casing occurred in Britain. At the time there was no fixed percentage rule: under the Merchandise Marks Acts and, later, the Trade Descriptions Act 1968, origin was determined by the place of the last substantial transformation (see Trade Descriptions Act 1968, s.36). Thus casing and finishing in England were sufficient for the mark to apply.
By the late 1960s, as Swiss competition intensified and domestic pin-pallet production declined, the Aviation name disappeared along with many of Services’ other sub-brands. Surviving examples today are valued mainly as quirky pieces of British horological and social history rather than as high-end collectors’ items.
