For a brand that has carved a distinct niche through artistic collaborations and a revival of classical complications like the regulator, the question of "what's next?" always looms. Louis Erard, a watchmaker with roots stretching back to 1929 in the Swiss Jura, has provided a definitive and assertive answer. It arrives not in the form of another limited-edition partnership, but as a foundational pillar for the brand's future. Named 2340, the postal code of its home in Le Noirmont, this new collection introduces the company's first-ever timepiece with a fully integrated bracelet, marking a confident stride into the fiercely competitive arena of the sporty-chic watch.
The identity of Louis Erard, especially under the modern leadership of Manuel Emch, has been one of democratizing fine watchmaking. The brand has consistently challenged the notion that high-level craftsmanship, intricate design, and horological creativity must come with an exorbitant price tag. This philosophy has manifested through their celebrated series of collaborations with independent titans like Alain Silberstein and Vianney Halter, and their dedication to the Métiers d’Art. These ventures established an identity for the brand rooted in artistic expression and a reinterpretation of tradition. The 2340 collection does not replace this identity but rather builds upon it, creating a second, parallel path for the brand to explore.
Courtesy of Louis Erard
This new direction represents a significant strategic evolution, establishing what the brand calls two distinct identities. The "Noirmont Collection" will continue to be the home for the collaborations and artistic craft-focused pieces that have garnered so much recent acclaim. Meanwhile, the "2340 Collection" is designated as a space for exploring materials, forging new partnerships, and defining the brand's vision of a modern sports watch. It’s a move that signals maturity and ambition, demonstrating that Louis Erard is capable of excelling in both the artistic and the architectural realms of watch design.
The development of the 2340 was a meticulous, two-year process, driven by an obsessive focus on detail that is palpable in the final product. It is a calculated entry into a category dominated by historical icons, but Louis Erard has wisely chosen not to imitate, but to interpret. The result is a watch that feels both familiar in its genre and unique in its execution. It is a piece built to last, intended not as a fleeting limited edition but as a core offering that sums up five years of the brand's recent evolution while simultaneously setting the stage for its next chapter.
At the very heart of the 2340's character is its integrated bracelet, a component that often defines the success or failure of such a watch. Louis Erard has engineered a statement piece, a custom-designed, tapered five-link bracelet that is as much a feat of construction as it is an object of design. Composed of an intricate 92 individual components, including 46 links and interlinks, it showcases a sophisticated interplay of materials and finishes that immediately sets it apart. The outer links are crafted from lightweight, satin-finished titanium, providing a soft, matte texture that contrasts sharply with the polished, oblong stainless steel center links.
This deliberate duality of materials serves multiple purposes. Aesthetically, it creates visual depth and a dynamic play of light across the bracelet's surface. Functionally, the use of titanium reduces the overall weight, making the watch approximately 30% lighter than a full steel equivalent and enhancing wearing comfort. The level of finishing elevates the bracelet into the territory of high horology; each individual link is hand-beveled after the entire bracelet has been assembled. This is a painstaking and unforgiving process, as any imperfection would be immediately apparent, and it’s a detail typically reserved for watches in a much higher price bracket.
Courtesy of Louis Erard
The bracelet’s architecture flows seamlessly from the case, secured by Torx screws for a robust connection. The structure is completed by a concealed butterfly folding clasp, which features a spring-blade mechanism. When closed, the clasp is nearly invisible, allowing the clean lines of the bracelet to wrap around the wrist uninterrupted. The result is a cohesive and fluid design that feels both structurally sound and visually unified, a clear tribute to the great integrated designs of the past, reinterpreted through Louis Erard's distinct design language.
Complementing the bracelet is a case that is a masterclass in balanced proportions and intelligent material use. Measuring a versatile 40 mm in diameter with a compact 41.5 mm lug-to-lug distance, it is designed for broad appeal and everyday comfort. The slim profile, at just 8.95 mm thick, allows it to slide easily under a cuff while still maintaining a confident presence on the wrist. This svelte silhouette is made possible in part by the movement within, but also by the clever case construction.
The case continues the hybrid material theme introduced by the bracelet. The case middle is rendered in brushed titanium, contributing to the watch's lightness and providing a handsome, tool-like finish. For structural integrity and a touch of brilliance, the integrated lugs, bezel, screw-down crown, and closed caseback are all crafted from polished stainless steel. This combination ensures the watch is both comfortable for long-term wear and resilient enough for daily activities.
A defining design feature of the 2340 case is the presence of four polished gadroons on each side of the case flank. These stacked, polished elements are more than just decorative flourishes; they create a unique visual signature for the watch, breaking up the profile and adding a layer of architectural complexity. Ingeniously, they also serve a functional purpose by concealing the connection points for the bracelet, contributing to the watch’s truly integrated and seamless appearance. The entire package is protected by a domed sapphire crystal with anti-reflective treatment on both sides and offers a practical water resistance of 50 meters.
Courtesy of Louis Erard
The 2340 is offered with three distinct dial variations, each possessing its own unique personality while adhering to a shared standard of high-quality execution. Two of the dials, a deep blue and a softer slate blue, feature a stamped texture of strong horizontal lines. This linear pattern is not arbitrary; it is directly inspired by the shape of the bracelet's oblong center links, creating a powerful visual link that ties the entire watch design together. This thoughtful detail reinforces the sense of cohesion that permeates the entire timepiece.
The third option, a vibrant mint green, takes a more playful approach. Its lacquered surface is stamped with a repeating pattern of oblong "pill" shapes. This whimsical design is a clever nod to both the color and the capsule-like "LE" logo, which is engraved on a satin-finished plate at the 3 o'clock position, where a date window would traditionally sit. It’s a fun, contemporary choice that demonstrates the brand’s willingness to experiment with color and pattern beyond the conventional.
All three dials share a set of common, well-considered features that enhance both legibility and visual depth. The rhodium-plated, diamond-cut hour markers appear to float above the textured dial surface, creating an engaging three-dimensional effect. The baton-style hands are similarly rhodium-plated, with satin-finished top surfaces and diamond-cut edges that catch and reflect light from any angle. For low-light visibility, both the hands and the indices are treated with a generous application of SLN-C1 Super-LumiNova that emits a strong blue glow.
Encircling the dial is a snailed railway minute track, which is rendered in white on the blue dials and black on the mint green version for optimal contrast. In a subtle and clever touch, the Louis Erard name is discreetly integrated into the track itself, a testament to the brand's confidence in letting the design speak for itself. This collection of details results in dials that are not only easy to read but are also dynamic and visually engaging, rewarding closer inspection with layers of texture and refinement.
Courtesy of Louis Erard
Powering the 2340 collection is the Sellita SW300-1 automatic caliber, marking the first time Louis Erard has incorporated this particular movement into its watches. The choice is a strategic one, driven primarily by the movement's renowned reliability and its exceptionally slim profile. At just 3.6 mm thick, the SW300-1 is a key contributor to the watch's impressively slender case dimensions, allowing it to achieve its elegant and ergonomic proportions.
While the movement is sourced from a trusted third-party manufacturer, Louis Erard has made it their own. Visible through a potential exhibition caseback on future models, though currently behind a solid back, the brand has equipped the caliber with a custom-designed rotor. This component is finished with black lacquer, uniquely decorated, and signed with the Louis Erard name, adding a touch of exclusive craftsmanship to the mechanical heart of the watch. The movement provides hours, minutes, and seconds functions, beats at a standard frequency, and offers a robust power reserve of approximately 56 hours.
The visual impact of the 2340 on the wrist is undeniable. The constant interplay between the soft, muted gray of the brushed titanium and the bright, mirror-like shine of the polished steel creates a visual experience that changes with every movement of the wrist. Light dances across the hand-beveled edges of the bracelet links, the polished gadroons of the case, and the diamond-cut facets of the hands and indices. It’s a watch that feels alive with texture and reflection.
The deep blue dial offers a classic and versatile option, its horizontal grooves lending it a sense of structure and depth that is both sporty and sophisticated. The slate blue version presents a more understated and contemporary alternative, its softer tone making it a subtle yet distinctive choice. It is the mint green dial, however, that truly showcases the brand's more avant-garde side. The repeating capsule pattern is fresh, modern, and injects a dose of unexpected fun into the integrated sports watch formula.
Courtesy of Louis Erard
The Louis Erard 2340 collection represents a powerful statement of intent. It is a confident declaration that the brand can compete and innovate in one of the most popular segments of the watch market, all while staying true to its core philosophy of accessible luxury and obsessive design. It successfully translates the creativity seen in its collaborations into a more architectural and permanent form, proving that Louis Erard is far more than a one-trick pony. This is not just a new model; it is the birth of a new collection and a new identity.
As a foundational piece in the brand's catalog, the Louis Erard 2340 is not a limited edition, though production will be limited to ensure quality standards are maintained. This approach makes the watch an attainable goal for collectors who appreciate its high level of design and finishing. Each of the three models is priced at CHF 2,990 (excluding tax), a figure that represents a remarkable value proposition considering the custom-designed hybrid case and bracelet, the intricate hand-finishing, and the overall quality of execution. With the 2340, Louis Erard has not only leveled up; it has redefined its own boundaries.
Case: Satin-finished titanium and polished stainless steel, 40 mm diameter, 8.95 mm thickness, 41.5 mm lug to lug. Domed sapphire crystal with anti-reflective treatment. Closed caseback. Water resistance of 5 bars (50 m/165 ft).
Movement: Sellita SW300-1 automatic calibre. Approx. 56 hours of power reserve. Functions include hours, minutes, and seconds. Features a custom, black-lacquered rotor.
Dial: Lacquered dial with stamped pattern available in dark blue, slate blue (lined texture), or mint green (oblong "pill" pattern). Rhodium-plated, diamond-cut indexes and hands enhanced with SLN-C1 blue-luminous coating.
Strap: Integrated five-link bracelet in satin-finished titanium and polished stainless steel. Butterfly folding clasp with spring-blade mechanism.
Price: CHF 2,990 (Excl. Tax)
Reference Number: 35123TA01.BMT12 (Blue), 35123TA11.BMT12 (Mint), 35123TA02.BMT12 (Slate)
Notes: The first Louis Erard watch with an integrated bracelet. The name "2340" is the postal code for Le Noirmont, the brand's home. The hybrid titanium and steel construction makes the watch 30% lighter than a full steel version.