http://m.ebay.ca/itm/Working-1980s-Wittnauer-General-Motors-Fleet-Award-Wristwatch-Pontiac-GMC-Chevy-/142310544364?nav=SEARCH
Based on the size it must be a ladies watch. If it weren't so small I'd grab it.
I doubt it's a woman's watch. Men's watches weren't huge back then like they are today. I have a watch of my dads from the 50s and it's only about an inch or 1 1/8" diameter. It has a thin leather band like that, too.
3/4" does seem a bit small, though. My mom has an Omega from way back that's so ridiculously small you can barely see the hands. It's about 1/2" diam.
When I wore a watch, I preferred the smaller sized ladies watches. The swatch was the perfect size. Now I tell the time with the phone.
I like the smaller Men's sizes. I've got a 1 1/4" that I wear a lot with 1 1/2" being the upper side of what I wear.