WORLDTEMPUS - 15 July 2011
Elizabeth Doerr
Over the course of the last century, this native La Chaux-de-Fonds brand founded by Eugène Blum and Alice Levy has experienced all sorts of ups and downs along with the industry. Alone in the last twenty years, it can boast four different owners: Pierre-Alain Blum, Investcorp, LVMH, and MGI Luxury Group – to which it currently belongs.
An interview with presidents Loek Oprinsen and Marc Michel-Amadry (who has just departed the brand) also shed some light on how Ebel has come through the economic crisis of the last few years. “The crisis was actually a gift to Ebel,” Oprinsen cheerfully reported. “Jewelers began once again concentrating more on their local customers, and Ebel profited greatly from this.” He cites a 20 percent increase in turnover in 2010 in the brand's main markets as compared with 2009: Germany, Switzerland, and the Middle East. “The markets have fully recovered,” he said.
For the Ladies
“Do what you do best,” is how Oprinsen explained the new models that came out at Baselworld 2011. The first of these is, of course, a new edition of the brand's evergreen Classic Sport Chronograph. Amadry, who was in charge of the design aspects of the collection, said about this new edition, “It is more about shape and design than the movement.” The 41 mm stainless steel model powered by a quartz movement is conceived as a unisex model, as evidenced by the soft rubber strap that may be available in other fashionable colors later in the year.
New versions of quartz Beluga and Brasilia models with fresh faces dominated by Roman numerals also debuted. “This new design with Roman numerals that are linked together have kicked off our centennial celebrations,” the detail-oriented executive explained. Ebel is primarily known for its ladies' watches, which constitute about 75 percent of its sales worldwide.
Celebrating 1911
Two mechanical watches launching in the fall in honor of the July 15 anniversary date will present collectors and fans of the brand with a real quandary: which one to get?
The Classic 100, limited to 1,911 pieces, is an extremely classically designed timepiece at an extraordinary price. For 1,911 euros the wearer can take home an automatic 40 mm stainless steel monocoque case in typically ergonomic Ebel design (closed case back) outfitted with a classic dial, with a unique, large logo replicating the brand's very first logo.
The 1911 AoT – which stands for “Architects of Time” – is a limited edition extension of the BTR line and thus outfitted with Ebel's own Caliber 137. This anniversary piece in a 44.5 mm stainless steel (500 pieces) or rose gold (100 pieces) case is also outfitted with a special dial featuring the anniversary logo and other details, such as mother-of-pearl chronograph totalizers.
