Microma began in 1970 as a silicon valley start-up in digital watch development (they were front runners with Optel in DSM development). In 1973 they were purchased by Intel (of microprocessor fame). Intel owned the company until 1977 when it decided to make a swift exit from the watch industry (by this time the average sale price of a digital had fallen to below $10 from well over $200 when they entered the business). At this time what was left of the company was sold to Timex. The name survived for many years (although now the watches were Microma Swiss) and many modules were shared with high end makers such as Longines (who also had some tie in with Timex).