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

Moïse Braunschsweig settled near La Chaux-de-Fonds in 1832, leaving Haut-Rhein 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. The same family founded Election and Lemania.

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.

Levrette was mainly marketed in the German and Northern European markets, as well as Italy.

Charles Wilhelm

Charles Wilhelm 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.