Luxor Watches

Luxor: The Vintage Department Store Sleeper with Swiss Roots and Chrono Surprises

Luxor isn’t a brand that shows up on grail lists.
 There’s no in-house tourbillon, no celebrity collabs, and no slick marketing campaigns.
 But that’s what makes it interesting.

Like a handful of other under-the-radar vintage names (think Hallmark, LeGant, Baylor), Luxor was a private-label Swiss brand — used by distributors, retailers, and possibly department stores throughout the mid-20th century.

The name might be obscure, but some of the watches? Surprisingly well-built, properly Swiss, and powered by movements that serious collectors recognize.

Brand History: Mid-Century Swiss by Way of Private Label

There’s no singular “Luxor” factory story.
 Best guess? The brand was used by multiple distributors, likely sourcing watches from Swiss suppliers in the 1940s–1970s and rebranding them for U.S. and European retail channels.

Watches bearing the Luxor name show up with:

  • Swiss-made mechanical movements (ETA, FHF, AS, and occasionally Valjoux or Landeron)

  • Chrome or steel cases, mostly between 33–37mm

  • Classic vintage dial designs, including mid-century dress, field, and chronograph formats

  • Occasional co-signatures or casebacks referencing U.S. retailers or jewelers

In short: Luxor was part of the Swiss export engine, rebadging quality mechanicals for accessible retail.

Collector Highlights: Value Watches with the Right Internals

  • Landeron and Valjoux Chronographs – A handful of 1960s–70s Luxor chronographs are powered by legit Swiss calibers like the Valjoux 7733 or Landeron 248. Often housed in compressor or cushion cases with period-correct dials and hands.

  • Time-Only Dress Watches – Many Luxor pieces were basic hand-wound or automatic watches with clean silver dials, applied indices, and sub-seconds — classic mid-century styling, often at great prices.

  • Three-Hand Automatics – ETA or AS-powered, with date complications and modest waterproofing. These are daily-wearable vintage watches for collectors who appreciate simplicity.

  • Rare Cases with Shared Geometry – Some Luxor watches share cases with better-known brands from the same era — likely due to common suppliers in the Jura region.

You won’t find enamel dials or Geneva stripes. But you might find a Valjoux-powered chrono hiding in plain sight — and that’s the kind of fun only vintage hunting delivers.

Why Collectors Should Care

  • Swiss-made movements — not fashion quartz

  • Shared manufacturing with respected brands of the era

  • Low-cost access to Valjoux/Landeron calibers

  • Real vintage charm at sub-$1K prices

  • Perfect entry point for vintage collectors focused on mechanics over branding

Luxor is for the collector who searches by movement and design, not logo.

What They’re Making Now: Nothing — and That’s the Point

Luxor is not an active brand today. No modern production, no reissues, no “revived under new management” situation.

Every Luxor you’ll find is vintage, and most hail from the 1950s–1970s, when private-label Swiss watches were being produced at scale for international markets.

Some were sold through jewelers or department stores, others likely through catalogs or regional chains.

Fed’s Take

Luxor is one of those brand names that means nothing on the surface — and sometimes everything once you open the caseback.

I’ve flipped Luxor-branded chronos that were running the same Valjoux 7733 found in Heuers and Zodiacs. I’ve handled dress models that looked like mini-Calatravas, and cost less than a new strap.

Are they collectible like a Rolex or a Universal Genève? No.
 But are they mechanically honest, well-built, and still under the radar?
 Absolutely.

For collectors who enjoy the chase — and don’t mind going off the map — Luxor is a name to remember.

No Hype. No Heritage. Just Honest Vintage.

If you’re into movement-first collecting, Swiss tool watches, or budget-friendly vintage mechanicals, Luxor is a brand you’ll be glad you found — before everyone else does.

Delray Watch occasionally sources vintage Luxor watches — especially Valjoux and Landeron-powered chronographs.

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