A new trajectory towards a stellar change
Born in 1929, Louis Erard was the child of its founders, Louis Erard and Andre Perret. As it approached its centenary, the company had undergone a reinvention and modernisation of its once quiet image and presence. In 2020, the revered and talented watchmaker Vanney Halter was enlisted to help kickstarted their revival with the “Le Regulateur”, a DNA deeply rooted in its history. Over the years, we have seen several outstanding and creative reinterpretations of their new persona, paving the way for something big when the company reaches 100 years.
A few days ago, Louis Erard launched a brand-new collection, unlike its predecessors. It represents a fresh approach to its presence in the modern urban world. The Louis Erard 2340, named after the postal code of their home in Le Noirmont, is undoubtedly a statement-making timepiece and one of the best-looking watches of 2025. Its aesthetics exude modernity, with simple and sophisticated lines that swiftly establish it as an icon in its own right. A powerful, robust vertical brush-polished tonneau case with mirror-polished edges houses a matte-polished, sloped bezel framing a choice of slate blue or dark blue lacquered horizontal wave pattern or a mint green lacquered dial with an oblong stamped pattern. These dials feature Superluminova blue emission-coated, rhodium-plated applique faceted baton hour markers, matching the hour, minute, and seconds hands. A black transferred snail-minute chapter ring encircles the outer dial flange, completing its look.
The watch is powered by a much-improved, more robust, and reliable Sellita automatic Calibre SW300-1, which impressively emits 28,800 VpH (4Hz) and offers a 56-hour power reserve. This movement has significant potential to become an industry favourite, if it isn’t already, known for its precision and reliability. All these fantastic new features are housed in a titanium case designed to accommodate an integrated titanium bracelet.
The bracelet’s design is so beautifully crafted and finished that it deserves just as much attention as the dial. It attaches at a 45-degree angle via a mirror-polished connector, boldly and smoothly connecting the vertical matte-finished ‘H’ links with mirror-polished centre lozenge-shaped links and carefully finished angles—making it almost invisible and smooth to the touch—yet remains supple and comfortable to wear as it elegantly wraps around the wrist, making the 41.5mm size almost negligible.
Louis Erard 2340 certainly deserves consideration and appreciation, just as much as its impressive predecessors from recent years. The meticulous attention to detail invested in this newest member rivals that of larger brands with equally high price tags. Its refinement alone makes it a top choice for a versatile everyday watch suitable for any occasion.
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