In 1856, the arrival of Eterna in Grenchen (Canton Solothurn) brought relief to the population of a region threatened by famine and unemployment. By producing ébauches and subsequently complete movements and watches, Eterna rose to great heights in the past. After sinking into oblivion, partly due to the diversity of successive leadership approaches, Eterna is currently once again attempting to rise from the ashes. Having taken the reins of the brand just 11 months ago, Robert Dreyfuss has enabled Eterna to increase sales significantly in 2015.
Rejuvenating and repositioning the brand on the watch market, as well as revitalising and modernising it: such are the goals set by Robert Dreyfuss, backed by a new team. The Manufacture in Grenchen is thus once again looking to restore and confirm the legitimacy of its former strength.
“2016 will be the year of brand renewal” was the mantra repeated by all the new members of the Eterna team at last week’s press conference in Interlaken. All the new releases will be unveiled at Baselworld next March. Meanwhile, we must be patient and give the brand time to fine-tune preparations for its resurrection.
A stronger focus on ladies’ watches
“For the time being, we have a production range comprising 70% men’s watches and 30% women’s watches. In due course we aim to achieve a 50-50% balance”, says Robert Dreyfuss. The brand must put together a substantial range for women. At Baselworld next March, to mark the 160th anniversary of its founding, new feminine models in the Kontiki collection will therefore be presented, featuring a new identity and a new design.
The American dream
As well as accentuating the feminine appeal of the brand, Eterna also wishes to extend its sales in the United States, where the brand is currently virtually unknown. “There is a great deal of potential for Eterna to expand in the United States,” enthuses Robert Dreyfuss. “The brand is extremely well established in Asia thanks to our collaboration with the Chinese group Citychamp and it’s important now to reposition ourselves around the globe.”
Rising from the ashes
Several CEOs have successively taken the helm at Eterna in recent years, keen to restore its image, but so far in vain. Robert Dreyfuss, backed by his new team, is currently hoping to be the famous Prince Charming who will awaken the ‘sleeping’ brand with a gentle kiss, as he metaphorically expresses it with a humorous touch. Firmly convinced of the new strategy they have put in place, he concludes with a decisive statement: “We will give Eterna a fresh boost by the end of 2017.”
A classic yet innovative model
The Kontiki collection is embedded in the Swiss brand’s genes. This month, Eterna unveils its new model, the Royal Kontiki Chronograph. Its Manufacture-made Calibre 3916A drives displays of the time, 12-hour flyback chronograph function and date. Endowed with a 65-hour power reserve, this model is available in three versions: anthracite or black steel, or a version combining the two.
