The seventies saw the introduction of the digital quartz movement and as the technology developed from L.E.D to L.C.D it was Accurist’s digital quartz watch which was chosen as the official watch for the pilots of the newly launched Concorde aircraft. Brand awareness remained an important factor in the success of the Accurist product range and in 1978 Accurist launched one of television’s most memorable campaigns; John Cleese featuring the “Accur-ankle, Accu-wrist!” commercial. The commercial went on to win awards around the world including the Palm d’Or Advertising Award. It was even featured on the USA’s Johnny Carson show as one of the world’s ten best adverts!