One of my recent complaints about Louis Erard, if you can even call it such, is that it has been ages since they have created something that feels completely fresh and new. Their typical remit being to produce collaborative editions of essentially the same regulator watch with some of the world’s most recognisable designers such as Vianney Halter and Alain Silberstein. Now though they have, at long last, released a brand new core collection called the Louis Erard 2340.
While 2340 might seem like a random string of numbers, it’s actually the post code for Louis Erard’s headquarters in Le Noirmont, Switzerland. Here’s hoping they keep the bills paid otherwise they might need to rename their watch. The headline here though is that this is Louis Erard’s first ever integrated bracelet watch.
They’ve really leaned into the chic aspect of the sport-chic design with relatively slim case proportions of 40mm diameter x 8.95mm thickness in lightweight titanium with a steel caseback. It has that classic integrated bracelet tonneau shape leading into the bracelet, which is also a titanium and steel hybrid. It consists of wide, brushed titanium exterior links and smaller, polished steel links that are shaped like long pills. That pill shape is a repeating motif across the design of the 2340, you can also spot it on the sides of the lugs in a profile view.
It’s also the dominant motif across the dials, of which there are three options. Two of them, the dark blue and slate blue, have gadroon style horizontal bars across their face, reminding me of the Piaget Polo 79. The third option, mint green, is more complex with a pattern of pill shapes in different orientations all over the place. It’s maybe a disservice to the watch but it lowkey reminds me of Damien Hirst’s pill artworks. It’s definitely distinctive in an area of design where a lot of watches can feel derivative, trying to recapture the success of watches like the Audemars Piguet Royal Oak and Tissot PRX.
Unsurprisingly the hands and hour markers are also pill shaped, though there is actually a precedent for this shape for indexes and it’s known as bathtub. The same style is used for the little Louis Erard logo at 3 o’clock. Though you’ll also find the letters of the Louis Erard name around the peripheral minute scale, which to be honest feels a bit too cheesy to me, from a design stand point, I would prefer a clean scale leaving the plaque on the dial to do the talking.
Powering the 2340 collection is the Sellita SW300-1 automatic movement. It’s the first time that Louis Erard have used this particular movement and it’s one of Sellita’s higher spec models with 56-hour power reserve and elaboré grade finishing. It’s protected by a solid caseback, which obscures the Louis Erard branded rotor.
The Louis Erard 2340 is a new core collection for Louis Erard, becoming a permanent addition to the range. As such it’s non-limited. It also presents an interesting base from which I can picture a wealth of interesting collaborations springing up. It’s priced at CHF 2,990 (approx. £2,785), which is right in the pocket of the Louis Erard price bracket for non-collaborative models.
Price and Specs:
More details at Louis Erard.
Is there a leather or rubber strap for this watches ?
Looks like a knock off Tissot PRX with a dull appearance for the price of ten of them.
I don’t normally go with the integrated bracelet style but they have nailed it (from my perspective), the pill / bathtub links in polished finish against the brushed main finish, really lifts the overall effect.
I was initially attracted to the pill dial in mint, but upon reflection, this may be just a little too much and after a while may well grate on the eye, but, the slate dial version is spot – on in every way. Very nice and with subtle colouring.
New? Maybe take a look at the Nivada Grenchen F77, Christopher Ward Twelve 660, Pagani Design PD-1753, Yema Wristmaster….some are nearly identical.
Absolutely beautiful! That playful design on the mint dial, wow!