Genuine and possibly dumb question

Why do watch makers advertise "quartz"?

Is it the name of the movement or the actual mineral? Isn't it like one of the cheapest and most abundant minerals? Why is it worthy of advertising?

I never understood this.

@chu Quartz timepieces use a crystal oscillator, which has an exceedingly precise and regular frequency, combined with electronics that count the oscillations, to measure time. This is an order of magnitude or more better / more accurate than purely mechanical solutions that preceded the technology. The technique only became available at a size and price point that made it useful in most people's watches over the past 40 years or so, so it's relatively new as watch technology goes.