While Wittnauer got its start with an economy model, it quickly moved into more rarefied terrain, creating highly sophisticated chronometers. The company's breakthrough came in 1907, when Wittnauer supplied a pair of watches to the Navy, which was testing its aviation capabilities. Perhaps because of this very early alignment with the budding aviation industry, Wittnauer watches would be worn by such notable explorers as Roald Amundsen and Richard E. Byrd, as well as aviators from Amelia Earhart to Wiley Post.

After Albert’s death in 1916, his sister, Martha, took the firm’s reins. During World War I, Wittnauer supplied new military wristwatches and precision navigational devices to American Expeditionary Forces and an aircraft clock to the forerunner of the U.S. Army Air Corps. Around the same time, Wittnauer introduced its All-Proof wristwatch—the anti-magnetic watch was water and shock proof—to the U.S. market.

In the 1920s, Wittnauer produced wristwatches that were technologically advanced as well as aesthetically beautiful. The lugs of Wittnauer wristwatches were one of many details its designers did not take for granted, and the shapes of the faces varied from squares and rectangles to circles and hexagons, as in the gold Grasshopper.

Aviation watches, though, remained a prime focus. In 1927, Wittnauer and Longines both worked with a U.S. Navy officer named Philip Van Horn Weems, whose design for a Second Setting Watch included an inner, rotating dial. The aviator would move the dial until he heard a time-tone on his radio, thus capturing any deviations from Greenwich Civil Time.

Another influence on Wittnauer timepieces of this era was Wittnauer watchmaker John Heinmuller, who was the official timekeeper of the U.S. National Aeronautical Association and became one of the country’s leading authorities on U.S. air mail stamps. Because of all this attention to navigation wristwatches and devices, Clarence D. Chamberlin and Charles A. Levine used Wittnauer chronometers for their 1927 trans-Atlantic flight (they flew two weeks after Lindbergh) and Charles Collyer and John Henry Mears used two Wittnauers in 1928 when they famously raced the moon around the earth—they did it in 24 days, beating the moon by 72 hours.

More aviators, Howard Hughes among them, wore Wittnauers in the 1930s, but the company struggled during the Depression, prompting its sale, in 1936, to a pearl manufacturer, who renamed the company Longines-Wittnauer. World War II provided Wittnauer with contracts for Weems wristwatches, as well as compasses and timers, and after the war it produced wristwatches that utilized technologies created for the conflict.

In the 1950s, Wittnauer turned some of its resources to fashionable dress wristwatches. As in years past, the lugs of Wittnauer wristwatches such as the Revue were almost as important to the design as the face. By now the company was offering slimmer self-winding watches than it had in the past, and in 1957 it released its first electric wristwatch.

Westinghouse bought Longines-Wittnauer in 1969, in 1994 Longines was sold to Omega owner SMH, and in 2001 Wittnauer was sold again to Bulova.

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