Never has there been a more attention-grabbing timepiece in my watch box than the Lord Elgin Direct Read 7775, commonly nicknamed the Chevron by enthusiasts. Every collector has a watch (or two, or three, or four, or five, or…) they’ve always wanted to add to their collection but can’t, for reasons like price, availability, or both. The Chevron has been near the top of my list for many years. When it was released to the public in 1957, it cost customers $79.50, the equivalent of roughly $917.67 in 2025. While fortunately not fetching that price on the market currently, a rough condition example can still set a collector back hundreds of dollars. The disheartening state of my wallet has made acquiring one infeasible and, even more so, impractical. However, when I saw a Chevron in good condition pop up on eBay for a solid price a few months ago, a good friend of mine and I worked out a deal to acquire it and finally add one to my collection (thanks again, Mike!). Now, with an example of my own, I can rest assured knowing that my years of yearning were not in vain–this watch is truly a joy to own.
History and Rundown on the Direct Reading Line
When my love for the Chevron model first began, very little information regarding the watch’s history was available online. Outside of the occasional blog post or auction listing, there were no published articles or deep dives available (or at least easily locatable). Research conducted for this article was sparked when I came across a website documenting the history of Elgin’s Direct Reading line. For those interested in learning more about the story behind both the 7775 Chevron model and the Direct Reading line itself, I highly recommend visiting Elgin.Watch’s page dedicated to the subject.
During this period of watchmaking, Elgin produced three different Direct Reading models, two of which were under their “Lord Elgin” line. These watches were produced with higher-grade movements and typically crafted with cases containing more precious metals. The three Direct Reading models include the Elgin 9587 (nicknamed the “Golf Ball” by collectors), the Lord Elgin 7775 (Chevron), and the Lord Elgin 7776 (nicknamed the “Elvis” because of Presley’s ownership of this model in the late 50s and early 60s). There’s no doubt that the Elvis is far and away the most popular, mainly because of its historical connection and larger dimensions of 36mm vertically and 29mm horizontally compared to the other two featured within this line. While the Elvis and Golf Ball are fascinating in their own right, it was always the Chevron that caught my eye first. Why? Well, just take a look at it.
Design and Functionality
There isn’t a more fitting start to discussing the aesthetics of the 7775 model than first admiring its Chevron design on the case’s face. Its positioning makes it feel as if the lines of the chevron are hands pointing at the classic 10-and-2 positions that we watch hobbyists and photographers love to use. The original finishing on these 7775 cases consisted of a matte top half and polished lower half, helping to emphasize the chevron’s line and points quite efficiently. One of the most important aspects to note regarding its design, aside from the titular chevron, is its conservative sizing. Measuring in at only 31.5mm in diameter, 37mm lug-to-lug, and around 10mm thick, it’s a watch that will easily slip under any shirt or jacket cuff. These dimensions may scare off collectors with a wrist size of 7+ inches but fear not: the case shape and inclusion of the Chevron make the watch have a far larger wrist presence than what you may initially think. Bracelet/band pairing is also a vital part in determining how a watch looks on the wrist. These models originally came with brown or black leather two-piece straps, but I’ve grown quite fond of how my 1960s JB Champion Komfit pairs with this Mid-Century masterpiece.
Powering the 7775 is Elgin’s 21-jewelled 719 manual wind movement, the highest-grade movement Elgin ever used in any of the Direct Reading models. Time is told by viewing the top and bottom discs through the cut-out window at the six o’clock position, one denoting hours and one minutes. Dissimilar to other watches featuring this method of timekeeping, the hours disc of the 719 movement jumps forward, not slowly revolving as is typically seen with watches of this design. Servicing the 719 can be quite the pain for the inexperienced, especially with its fragile discs and relatively scarce parts availability. Like many of Elgin’s in-house movements, however, the 719 is a reliable workhorse that will run for decades when properly maintained. And hey, it really is a beauty to look at as well.
Buying Guide and Pricing
As I stated in the intro, finding a Chevron in good shape can be quite a challenge. The good news is, from my years of researching these models, I can offer you some helpful info on what to look out for if aiming to acquire one yourself. First and foremost, the case is the obvious shining star of the 7775. When examining it for wear, pay close attention to any 14K gold plating loss around the tip of the chevron, as this is where most owners would occasionally bump or brush the watch off surfaces during wear. A common theme with examples offered online is a heavy amount of polishing to the case. Always keep in mind that the original finishing was a mixture of matte and polish, so the closer you can get to that look, the better. Another frequent issue I’ve seen on these models is the discoloration of one or both discs. Their finish should be as close to a solid white as possible, but some examples have had discs replaced over time, causing there to be a noticeable discrepancy between the two.
While this may initially seem like something to steer clear of, especially if you want it to be in the best cosmetic shape possible, this could mean good things for the movement inside the watch. It can be deduced that if a wheel was replaced or refinished, the 719 movement must have been serviced or at least examined by a watchmaker at some point in its life. While a fresh servicing is always recommended when it comes to vintage watches, it can be nice to know that the movement has been serviced in more recent years than not knowing at all if it’s been touched by a watchmaker since it was purchased new. Lastly, while it would be understandable for one to assume that the oddly shaped crystal would be a rather difficult part to obtain, there’s a surprising amount of availability online for them. Being on the hunt for an example in good shape may be a bit easier with the understanding that the crystal can be replaced for around $30.
Conclusion
The Lord Elgin 7775 is a special watch. For fans of Mid-Century Modern design, the Chevron may just be the pinnacle of that specific style in watchmaking. For watch hobbyists and collectors, it’s a timepiece that features an incredibly novel movement for its day, and is a lovely testament to Elgin’s stature in the industry during that period. While the Chevron is certainly not an everyday wear, it’s a watch that will most likely replace 99% of the other gold watches in my collection. Exuding luxury, style, and just a smidgeon of vintage flair, it would be hard not to pick the Chevron any time I’m looking to wear a bit of gold. While it may not have a connection to The King like its 7776 cousin, the 7775 has more than enough charisma to hold its own and would be an exciting addition to any collector’s watch box, regardless of their ownership (or lack thereof) of blue suede shoes.
Tommy Demauro
2025-12-17 18:00:00