Royce

 By Bruce Shawkey

Royce was a brand of Eska brand. Royce simply advertised as “Royce Switzerland Grenchen” or “Royce Swiss” and the dial featured just the “Royce” name. The company's logo was a stylized crown. Royce was a mass-market brand, emphasizing styling and value as much as performance, but did offer fully-jeweled movements.

The brand added automatic movements in 1960 and this, along with waterproof cases, became their key selling point in the 1960s. By 1965 the firm was offering dive watches, and in 1967 added a novel twin-movement side-by-side travel watch. The company also produced a day-date model strongly resembling the famous Rolex offering. The brand moved to a winged “R” logo this decade as well.

By 1970, Royce had entered the coin watch craze with a “ten dollar watch.” Another unique offering was the Royce Amphibian, a waterproof sports watch with interchangeable rotating bezels. 

The Royce brand fell out of favor and was discontinued in the 1980s.

Here's an ad from 1955:

 And here are some examples of Royce watches from the 1960s: