Louis Erard

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Louis Erard is an independent watchmaker in Le Noirmont, Switzerland. Louis Erard & André Perret was established in 1929 but the current incarnation of the company, focused on the affordable luxury segment, dates to 2003.

Establishment in La Chaux-de-Fonds

Louis Erard was a Swiss watchmaker born in La Chaux-de-Fonds on February 16, 1893. He established a watchmaking school in La Chaux-de-Fonds in 1929, along with a casing company known as Louis Erard & André Perret. In 1931, the first watches with the Louis Erard brand were produced, but the company suffered and was restructured in 1937.

This 1958 ad shows the Crypton brand produced in La Chaux-de-Fonds

The new Louis Erard et Fils assembled and finished watches for better-known brands through the 1950s, launching an in-house brand, Crypton et Golana in 1956. The company gained approval to produce its own watch movements in 1957, and focused on slim movements and ultra-thin watches but was left out of the Swiss mainstream. The company and brand did continue, generally producing fashion watches similar to those offered by other brands.

In 1987, Paul Erard, grandson of the founder, again restructured the company. A new factory was established and the company looked for new clients wanting to produce watches in Switzerland. The company introduced a new line of complicated mechanical watches with traditional styling known as the Louis Erard Newton in 1988 at the Basel Fair. These used a Peseux 7001 base with a power reserve indicator, which was unusual at the time. The company was purchased by the Bölzi brothers in 1992.

A regulator watch with a power reserve indicator at 9:00 was shown at BASEL 90. Called Longue Ligne ("Long Line"), this design remains a signature of the Louis Erard brand to this day. Other contemporary lines included the First Impression quartz and Series 0900 elegant watches. Another unusual model in the 0900 line featured a 24 hour second timezone subdial at 12:00 and power reserve indicator at 6:00. Two more lines were added at BASEL 95, the rectangular Carrera and curved Rencontre.

Louis Erard was the manufacturer of the Rodolphe line of watches created by designer Rodolphe Cattin in 1997. The two firms remained closely associated and exhibited together at Basel in the 1990s. Another notable product in those years was the Renaissance chronograph which used a re-creation by Rochat of the classic Valjoux 88 movement and was offered in a solid 18k gold case.

Alain Spinedi in Le Noirmont

In 2003, the Louis Erard brand was purchased by Alain Spinedi and private investors and moved to new premises in Le Noirmont. Spinedi had formerly worked at Swatch, Tissot, and Sector and saw an opportunity for a more affordable Swiss offering. The company would focus on the affordable luxury segment of the market, between CHF 600 and 2000 at the time. The company was reportedly profitable by 2007, with 50,000 watches produced in just a few years.

The product range was similar but prices were reduced by focusing on steel cases and using the less-expensive Valjoux 7750 chronograph movement, for example. Still, the "Réserve de Marche" was a signature complication on the Peseux 7001 base. The model line was anchored by 1931 at the high end, the classic Heritage family, sporty Move range (now called La Sportive), trendy retro Carrée with rectangular cases, and Montres pocket watches. An unusual offering later in the decade was known as Les Asymétriques, with the dial offset from the center of the oversized case.

The modern Louis Erard brings Swiss production and quality to the affordable market. Signature elements include the power reserve indicator, regulator, and skeletonized dials. The company's Excellence line, launched in 2011, started a move slightly upmarket, which was solidified later in the decade as low-priced and quartz offerings were eliminated. Although successful in Europe and the Middle East, Louis Erard lacks distribution in China and the United States, relying only on Internet sales there.

Perhaps the most successful initiative for the Louis Erard brand was the 2019 introduction of limited edition collaboration models. The first was with designer Eric Giroud, who had previously worked with MB&F and on an Harry Winston Opus watch. Next was a collaboration with famed artist and designer Alain Silberstein, which was a finalist for the GPHG award in 2020 and quickly sold out. Then came an offering with AHCI watchmaker Vianney Halter which was one of the most popular offerings of the second half of 2020. Although limited and difficult to get, these established Louis Erard as a "must-have" brand for watch enthusiasts. This new renaissance of the brand was assisted by Manuel Emch, formerly of Jaquet Droz and Romain Jérôme.

Timeline

Louis-Edouard Erard

  • 1937, September 18 - The firm of Ls Erard et A. Perret is founded in La Chaux-de-Fonds by Louis-Edouard Erard, originally from Muriaux (Bern) and André-Edmond Perret, from Renan (Bern), both residents of La Chaux-de-Fonds; the general partnership is focused on watch finishing, small neat parts, Breguet and flat; Rue du Doubs 161
  • 1942, April 1 - The assets and liabilities of Ls Erard et A. Perret are taken over by a new general partnership called Erard et Fils in La Chaux-de-Fonds; Louis-Edouard Erard and Jean-Louis Erard, originally from Muriaux, domiciled in La Chaux-de-Fonds, are the directors with Louis-Edouard Erard having sole signature; the purpose and address remain the same
  • 1945, March 26 - The assets and liabilities of Erard et Fils are taken over by a new public limited company called Louis Erard et Fils SA, retroactive to January 1, 1944; share capital is 50,000 francs, composed of 100 registered shares of 500 francs each, fully paid up; the former company had assets of 37625.56 francs (cash, bank assets, tools, furniture and work in progress) and liability of 2816.35 francs (waiting account, wages due), or a net asset of 34809.21 francs; this amount is taken on as a debt owed to Louis-Edouard Erard; the sole member of the board of directors is Louis-Edouard Erard, of Muriaux, in La Chaux-de-Fonds; the office remains at Rue du Doubs 161
  • 1946, December 26 - A foundation for assistance to workers is established called Fondation Erard et Fils SA in La Chaux-de-Fonds; its purpose is to provide material assistance to employees and workers working in the company to deal with the economic difficulties caused by certain incidents of everyday life, old age and death; the foundation is administered by a 3-member management committee composed of Louis Erard, from Muriaux (Bern), in La Chaux-de-Fonds, president, Jean-Louis Erard, from Muriaux (Bern), in La Chaux-de-Fonds, and Charles Müller, from Locle, in La Chaux-de-Fonds; the office is the same as the parent company
  • 1952, July 14 - The Erard & Fils text mark is registered
  • 1953, March 13 - The Pin-Up mark is registered
  • 1953, December 22 - Louis Erard et Fils SA increases share capital from 50,000 to 100,000 francs by the issuance of 100 registered shares of 500 francs, fully released in cash; 484 nominative vouchers were created, without nominal value, entitling them to a share of the profit in the event of liquidation
  • 1956, April 17 - The Crypton mark is transferred from Charles Oskar Bettschen of La Chaux-de-Fonds to Louis Erard et Fils SA
  • 1956, June - The board of directors is composed of Louis-Edouard Erard (already registered), appointed president; René-Paul Erard (new), and Jean-Louis Erard (new), both from Muriaux (Bern), in La Chaux-de-Fonds; the company is bound by the individual signature of the directors; Charles-Oskar Bettschen, from Reichenbach (Bern), in La Chaux-de-Fonds, is appointed sales manager with individual signature
  • 1958, September - The signature of Commercial Director Charles-Oskar Bettschen is deleted

René-Paul Erard

  • 1961, May - Louis-Edouard Erard, chairman of the board of directors, has died; René-Paul Erard is appointed president, signing individually; Arthur-Paul Beuchat, of Soulce, in La Chaus-de-Fonds, was appointed as a proxy ad commits the company by his individual signature; he also takes over the Fondation Erard et Fils SA
  • 1970, January - The signature of Arthur-Paul Beuchat, proxy, is erased; Paul René Erard, of Muriaux BE, in La Chaux-de-Fonds, is given power of attorney with individual signature
  • 1976, June 28 - The Cryptos mark is registered
  • 1976, June - The company moves to Rue Jardinière 71
  • 1977, July 15 - The Louis Erard script mark is registered
  • 1977, March 16 - Louis Arard et Fils SA acquires from Draga Watch, Rene Bloch et Cie the Appart, Armada Watch, Tildy, Biplan, and Draga marks

Paul René Erard

  • 1979, August - René-Paul Erard and Jean-Louis Erard resign as directors; Paul René Erard is appointed sole administrator with individual signature; the firm moves back to Rue du Doubs 161
  • 1982, April 26 - The Armada Watch mark is transferred to Elégance du Rhône No 1 SA of Genève
  • 1985, July - Paul René Erard, so far sole director, is appointed president, with individual signature; Christine Erard, of Muriaux JU, in La Chaux-de-Fonds, is a trustee, and Jean-Michel Bloch, of La Chaux-de-Fonds, in Malaga, is an administrator; both with a collective signature of two
  • 1987, December - Fulvio Borel, from Couvet, Les Planchettes, is appointed administrator with a collective signature of two; Jean-Michel Bloch, registered administrator, is currently in Marin, municipality of Marin-Epagnier; the company moves to Rue des Gentianes 24
  • 1988, April - Administrator Fulvio Borel has resigned
  • 1989, August - The signature of Jean-Michel Bloch, resigned administrator, is erased
  • 1990, February 1 - Concept deux SA is established in Les Breuleux for creation, manufacture and trade of all watchmaking, jewelry and jewelry products
  • 1991, March 15 - Louis Erard et Fils SA moves to Rue des Gentianes 24, 2300 La Chaux-de-Fonds
  • 1992, October 26 - Louis Erard et Fils SA of La Chaux-de-Fonds is dissolved following bankruptcy pronounced by decision of the Civil Court of the district of La Chaux-de-Fonds, dated October 26, 1992
  • 1993, February 19 - A meeting of creditors, held in La Chaux-de-Fonds, on February 19, 1993, decided to entrust the liquidation to a special administration composed of Jacques Leitenberg, from and in La Chaux-de-Fonds

Montres Louis Erard

  • 1993, April 27 - Concept deux SA of Les Breuleux is renamed Montres Louis Erard SA; the address is Rue du Midi 10, Saignelégier
  • 1993, August 13 - Montres Louis Erard SA is registered at Rue du Midi 10, 2724 Les Breuleux
  • 1994, March 24 - The Louis Erard mark is registered by Montres Louis Erard SA, 2bis, rue de l'Ouest, 2725 Le Noirmont
  • 1995 - Louis Erard introduces the Carrea Collection, equipped with a decorated automatic movement, with small seconds at 9, a square steel case, sapphire crystal, and genuine ostrich bracelet
  • 1995, May - Bankruptcy proceedings are closed on Louis Erard et Fils SA of La Chaux-de-Fonds, this company is automatically deleted
  • 1997, April 28 - New head office for Montres Louis Erard SA, 2bis, rue de l'Ouest, 2340 Le Noirmont

Spinedi

  • 2003, April 11 - Khronos Holding SA is established at Rue de l'Ouest 2, 2340 Le Noirmont; a new public limited company, it is established to acquire other companies; share capital is 1.5 million francs, fully paid up, with 15000 bearer shares of 100 CHF 100; the company was formed to take over the entire share capital (100 registered shares of CHF 1000 each, fully released) of the public limited company Montres Louis Erard SA of Les Breuleux for the price of CHF 773564.85; Urs Hecht from Ballwil and Willisau Stadt, in Maur, president, with collective signature for two; Alain Spinedi from Salorino, in Neuchâtel, secretary, with collective signature for two; Denis Bolzli from Hasle bei Burgdorf and Muriaux, in Muriaux, member, with collective signature for two
  • 2003, May 13 - Montres Louis Erard SA of Les Breuleux is moved to Rue de l'Ouest 2, 2340 Le Noirmont; Georges Bolzli from Muriaux, in Les Breuleux, sole administrator, with individual signature is removed; Urs Hecht from Ballwil and Willisau Stadt, in Maur, president, with collective signature to two; Alain Spinedi, from Salorino, in Neuchâtel, secretary, with collective signature to two; Denis Bolzli from Hasle bei Burgdorf and Muriaux, in Muriaux, member, with collective signature to two
  • 2004, March - Khronos Holding SA of Le Noirmont is modified: Urs Hecht from Bailwil and Willisau Stadt, in Hong Kong (China), president, with collective signature of two; Alain Spinedi from Salorino, in Neuchâtel, managing director and secretary, with collective signature of two; Thierry Racine from Lamboing, in Crans-près-Céligny, member, with collective signature of two; Cédric Meyer from France, in Paris (F), director, with collective signature of two
  • 2004, March - Montres Louis Erard SA of Le Noirmont is modified: Denis Bolzli is removed and signature deleted; Urs Hecht from Ballwil and Willisau Stadt, in Hong Kong (China), president, with collective signature to two; Alain Spinedi from Salorino, in Neuchâtel, managing director and secretary, with collective signature for two; Thierry Racine from Lamboing, in Crans-près-Céligny, member, with collective signature for two; Cédric Meyer, from France, in Paris (F), director, with collective signature for two; Olivier Calame from Le Cerneux-Péquignot, in Neuchâtel, director, with collective signature for two
  • 2011, September - Montres Louis Erard SA of Le Noirmont increases share capital to 1 million francs (previously 100,000 francs) by increasing the registered shares from 100 to 1000
  • 2013, July - Montres Louis Erard SA of Le Noirmont; person and signature deleted: Philippe François Bourdin from Hérémence, in Le Noirmont, with collective signature for two; Didier Patrick Chappuis from Develier, in Tramelan, with collective signature for two is added; Delphine Andrée Aubry from Muriaux, in Le Noirmont, with collective signature for two is added; Tiffany Schneider from Les Ponts-de-Martel, in Le Locle, with collective signature for two is added; Susanna Therese Farner from Oberstammheim, in Sutz (Sutz-Lattrigen), with collective signature for two is added
  • 2013, April 3 - Khronos Holding SA of Le Noirmont takes over the assets and liabilities of Montres Louis Erard SA of Le Noirmont; assets of CHF 8,234,876.06 and liabilities to third parties of CHF 7,576,177.05; share capital remains the same; the company is renamed as Montres Louis Erard SA; new share capital is CHF 2,284,504.00 (previously CHF 1,784,500); new shares: 53,128 bearer shares of CHF 43; share capital is increased from CHF 1,784,500 to CHF 2,284,504 by issuing 11,628 bearer shares of CHF 43 each; Registration or modification of Philippe François Bourdin from Hérémence, in Le Noirmont, with collective signature for two
  • 2014, February - Montres Louis Erard SA of Le Noirmont; Registration or modification of Cédric Meyer from France, in Paris (FR), president, with collective signature to two; Urs Hecht from Ballwil and Willisau Stadt, in Hong Kong (CN), member, with collective signature to two
  • 2014, July - Share capital is increased to CHF 2,886,504 by issuing 14,000 new shares of CHF 43 each
  • 2015, September 28 - Share capital is increased to CHF 3,896,832 by issuing 23,496 bearer shares of CHF 43 each; Person and signature deleted: Didier Patrick Chappuis from Develier, in Tramelan, with collective signature for two and Delphine Andree Aubry from Muriaux, in Le Noirmont, with collective signature for two
  • 2017, February - Urs Hecht from Ballwil and Willisau Stadt, in Hong Kong (CN), member, with collective signature for two and Thierry Racine from Lamboing, in Crans-près-Céligny, member, with collective signature for two are removed; Jean-Paul Jeckelmann from Fribourg, in Neuchâtel, member of the board of directors, with collective signature by two and Thierry Jean Paratte, from Muriaux, in Les Breuleux, director, with collective signature by two are added
  • 2018, June - Susanna Therese Farner from Oberstammheim, in Sutz (Sutz-Lattrigen), with collective signature for two is removed
  • 2019, May - Share capital is increased to CHF 4,016,745 with share value changed from 43 to 5 francs and increased to 803,349 bearer shares to eliminate a passive surplus recorded on the balance sheet and simultaneous increase in the share capital increased to CHF 4'016'745.00 by offsetting a claim of CHF 3'563'625.00; in return for the claim, it is given 712'725 bearer shares of CHF 5.00 each, fully paid up. Tagesregister-Nr. 615 vom 13.05.2019 Verantwortliches Amt: Registre du commerce du Canton du Jura
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