Ernest Borel manufactures Swiss Made mechanical and quartz watches, with an equal 50/50 split between men and women.
Most famous for its Cocktail collection, launched in the 1940s and still best sellers, Ernest Borel continues to offer interesting watches that help the brand stand out. “We have an uninterrupted story of 160 years,” states de Retz. “Ernest Borel has succeeded through time, fashions and financial crises. Ernest Borel offers an unusual alternative for Swiss Made watches. Wearing an Ernest Borel watch is an uncommon experience.”
In 2009, the brand moved its headquarters and manufacturing to larger, modern facilities in Le Noirmont, in the heart of the Swiss Jura. Its strongest markets are South-East Asia, the Middle East and Switzerland. In fact, Ernest Borel has over 900 points of sale in 70 markets.
I went into the brand's Hong Kong boutique, on famous Nathan Road, and I was very impressed with the presentation.
“As with many Swiss watch companies, the Asian market is by far our main market,” de Retz says. “The history of Ernest Borel in Asia began in 1903 when a sales team went to China to sell watches, which makes Ernest Borel one of the first Swiss watch brands to be present in Asia". “Our most important markets are Asia with China, Hong Kong, Singapore and Macau, followed by Switzerland and the Middle East.” he continues. “The Middle East has been developing lately with very good results for us.”
Elegance and classicism are Ernest Borel's calling cards and the product de Retz is most excited about is the Jules Borel 160th Anniversary Limited Edition.“This watch sums up the long experience and craftsmanship of Ernest Borel in building traditional high quality Swiss made watches,” de Retz explains. “This watch will be revealed to the public at Baselworld 2016, and it offers an exclusive look and quality with very good value for money. For a really affordable price, you can acquire a piece of Ernest Borel history.”
The future
In the face of trying economic times, Ernest Borel continues to thrive. “In a very volatile economical and geopolitical context, it is hard to predict where Ernest Borel will be in five or 10 years, but one thing is sure for us, we will remain faithful to our concept,” de Retz says. “Even if smart watches are the next big thing to come in watchmaking, there will always be room for traditional watches. “Our mission is to continue our chase of the dream of Jules Borel, the founder of Ernest Borel – to create perfect classical timepieces,” de Retz concludes.
