Hoga

 By Bruce Shawkey

Of all the watches exhibited at the Basel Watch Expo of 1957, the Hoga direct reading watch gets my vote for the most obscure.  The watch had three super-imposed apertures enabling the hour, minute, and second to be read rapidly and without risk of error.

There is very little written about the Hoga Watch Co. It appears to have been founded circa 1949 and was listed as a manufacturer as late as 1966. They registered several brand names, including Appointment, Cleartimer, Directime, Eiffel, Filos, Hoba, Hogaflex, Jeromex, Ocean, Oceanmaster, Vistatime, and Yachtimer.

My source on this is Kathleen Pritchard's exhaustive, two-volume encyclopedia of Swiss Timepiece Manufacturers.