Levrette
Levrette was a mid-priced watch brand registered in 1902 by the Braunschweig family of La Chaux-de-Fonds. It was taken over by Charles Wilhelm in 1932, who moved it up-market especially after World War II. The brand failed in the 1970s but was re-started in the 1990s by Franco Boiocchi as a mid-priced line below his Paul Picot brand in Italy.
Braunschweig & Hirsch
- Main Article: Braunschweig & Hirsch
Moïse Braunschsweig settled near La Chaux-de-Fonds in 1832, leaving Haut Rhin, Alsace in France. In 1871 Braunschweig was engaged as a watchmaker rue du Crêt 5. His sons took over, moving successively to avenue Léopold-Robert and rue du Parc. Another Braunschweig family also immigrated to the city from Haut Rhin and founded Election.
One of these sons was Isaac Braunschweig (1845-1903), who is noted as the manager of the firm of J. Braunschweig & Cie. in the first census of businesses in 1883. It is unclear why this business was listed as "J" rather than "I", but it is consistently called this in Indicateur Davoine from 1875 through 1891 even though it is corrected to "I. Braunschweig & Cie" in 1889 business listings. The company was located at Rue de la Serre 25 in La Chaux-de-Fonds.
The Hirsch family from Haut-Rhin arrived in 1875. Emmanuel-Daniel "Daniel" Hirsch (1853-1928) established a watchmaking business at Rue des Arts 5 around 1880. Simply called "D. Hirsch", it was merged with the firms of his father Achille and uncle Salomon to become A. & S. Hirsch in June 1885. A new company called "E. Daniel Hirsch" was created in May 1889 and located at Rue Léopold-Robert 26 in La Chaux-de-Fonds.
The firm of Braunschweig & Hirsch was founded by Isaac Braunschweig and Emmanuel-Daniel Hirsch around 1892. It was located at Avenue Léopold-Robert 30 in La Chaux-de-Fonds, and incorporated the former business of I. Braunschweig at Serre 25 and E. Daniel Hirsch at L-R 26. In 1893, the company registered a patent on a watch movement design, and this continued for the next few years. It was operated by Isaac Braunschweig and Daniel Hirsch until the death of the former in 1904, when Gustave Braunschweig took his place.
In 1902, the Levrette brand was registered by the Braunschweig & Hirsch Company, which in 1911 was renamed Manufacture des Montres Levrette. Gustave Braunschweig, the grandson of the founder, headed the company until 1932.
The initial Levrette product appears to be an "excellent 19 ligne anchor watch", as advertised in 1902.
Levrette was mainly marketed in the German and Northern European markets, as well as Italy.
Charles Wilhelm and Festina
Charles Wilhelm, owner of Festina took over the Levrette brand in 1932. He moved it up-market, offering chronographs, dress watches, and jewelery watches for ladies. Wilhelm was a supporter of the "l'Etoile" football club, which was well-known at the time, and is said to have added a star to the dial in homage.
Levrette production continued until the mid-1970s, before falling victim to competition and the crisis. Unable to find a buyer, the brand was put on hold.
Boiocchi
Franco Boiocchi founded Paul Picot in 1976 and the brand enjoyed some success in the 1990s, especially in Italy. Desiring a lower-priced companion brand, Boiocchi purchased the Levrette name by 1995 and re-launched it. His grandfather, in Italy, sold watches of this brand and this nostalgia inspired Boiocchi to re-start the brand. The watches were produced in Le Noirmont alongside the Paul Picot collection.
As of 2023, Levrette remained in production with points of sale throughout Italy.