Press kits

50,000th watch : a time of recognition

Louis Erard has done it! The mechanical watch manufacturer has just celebrated the completion of its 50,000th watch since its re-launch in 2003. The brand from Les Franches-Montagnes (in the Swiss Jura) is firmly back on track and has every intention of remaining there. The company’s dynamism is demonstrated clearly by the presentation of its majestic Chrono 1931 and its very first ladies’ collection Emotion. And 2008 has only just begun!


Refined lines, elegance with both classical and contemporary features and, above all, the brand’s love of fine mechanics in the purest Swiss tradition. And all this at very reasonable prices! 

For Louis Erard, the keystone has always been and will always be mechanical watches at fair prices. The brand creates mechanical timepieces because they are animate, constant reminders that passing time is irretrievable. A mechanical watch is not a machine: it can be felt, and it moves and stops. Before putting it back on our wrist, we look at it, touch it and rewind it: a true rite of passage constantly repeated.


Since it was created in 1931, Louis Erard has had its fair share of ups and downs, even to the point of closing down at the beginning of the 1990’s. The brand was re-launched in 2003 by a group of investors led by Alain Spinedi. Theird goal was perfectly clear: to produce high-quality mechanical watches at affordable prices. And time has shown how realistic that goal was, with annual production increasing from over 1,000 in 2003 to more than 17,000 in 2007. There can be little doubt that the magician Louis Erard will continue to cast its spell even though, as Alain Spinedi recognises, “What is important to us is not so much any dramatic increase in production as safeguarding our freedom of choice and remaining faithful to our values.” 

In the mountains of the Swiss Jura, the spirit of entrepreneurship co-exists with the spirit of time, a partnership deeply cherished by Louis Erard.