Universal Genève Square “Beaded Bezel” Ref. 543717 (Circa 1970s)WHY WE CURATED IT: A square, beaded bezel beauty from the 70s quartz era when UG was in if you cant beat them, join them mode. Ironically, it was quartz that ultimately led to the brands downfall after an illustrious 100 year history. Quartz UGs are therefore as significant as earlier mechanical counterparts as time capsules of an upper echelon Swiss brand struggling to find its way. Perhaps even more so due to their relative rarity from a short