====== Microma ======

Microma was a producer of electronic watches (notably [[LCD]]) in the 1970s and 1980s. It was originally part of [[Universal Genéve|Universal Perret Frères]] of Geneva before being purchased by Intel Corporation in [[1972]]. Intel sold it at a substantial loss to [[ASUAG]] in [[1978]], which operated it as part of [[General Watch Co.]] through the late 1980s.

Microma Universal was founded by [[Universal Genéve]] in [[1970]] as a Swiss-American firm focused on production of advanced electronic watch movements. Registered in Mountain View, CA, Microma introduced one of the first integrated circuits designed for quartz watch movements in [[1971]]. Their EWC-1000 circuit block contained the oscillator, binary frequency divider, and pulse and motor controller and was able to operate at frequencies from 8 to 128 kHz, though it was primarily designed for use at the emerging standard of 32 kHz. It used a 1.35 volt battery and drew just 10 micro amps.

In [[1972]], Microma introduced a module designed to regulate a conventional mechanical watch using a quartz timer. The QT-0001 was intended to mount on the movement plate and synchronize an electro-mechanical balance at 28,800 A/h using a quartz crystal and frequency divider integrated circuit.

Intel closed its acquisition of Microma on July 14, [[1972]] for a reported $15 million, turning the company to the production of solid state watches, particularly [[LCD]] modules. Partnering with [[Hamlin]], Microma introduced the Microma 360 LCD watch in October of that year in various sales channels across the United States. The French Herma-Lov, Finhor, and Villers-le-Lac used a Microma display the following year, as did the Nepro Lady Quartz and the Timetron of Hong Kong. Citizen may have also used a Microma display in their Solid State Liquid Crystal Quartz watch of 1973. [[Nepro]] was the exclusive distributor of Microma in Europe.

In [[1974]], Microma introduced the first digital quartz watch for women alongside a mens LCD model that displayed running seconds for the first time. This was followed in [[1976]] by a new LCD module that showed the time, seconds, date, and stopwatch.

Intel's focus on selling consumer LCD watches was a challenge for the component company, and was called "my $15 million mistake" by founder Gordon Moore, who wore a Microma watch for years to remind himself to stay out of the consumer business. He sold Microma's European factory to Endura AG and the brand to [[General Watch Co.]] of [[ASUAG]] in [[1978]]. The company introduced a [[hybrid]] watch movement with both LCD and physical hands that year alongside a multi-function LCD chronograph. In [[1980]], Microma introduced their first all-analog quartz watch.

Microma was strongly promoted through the early 1980s but was no longer seen after the establishment of [[SMH]].

==External Links==
  * [[https://www.npr.org/sections/alltechconsidered/2013/09/12/221477798/long-before-most-intel-chased-the-smart-watch|Long Before Most, Intel Chased The Smart Watch]]

{{wst>author|[[Stephen Foskett]] ([[https://grail-watch.com/|Grail Watch]])}}

{{tag>General_Watch_Co. Swatch_Group ASUAG}}