Founded in 1856, in Neuchatel, Ernest Borel has weathered the storms of more than 150 years by remaining true to its mission—to manufacture high-quality Swiss Made timepieces with classic styling. The fact that the brand remained classical certainly has helped it in recent years, while having one of its main markets being Asia was another reason for Ernest Borel’s success.
“Ernest Borel collections cater to the medium to high-end markets, offering a wide range of products, in particular romantic couple watches,” says Nathalie Boillat, general manager, Ernest Borel. "Alongside these classic and fashionable timepieces, Ernest Borel also produces sports models and a superior range of complication watches as well as certified chronometers recognised via the official seal of the COSC.”
BOREL CHRONO COLLECTION
Having succeeded in Asia, and becoming quite a well-known brand there, Ernest Borel is expanding into other parts of the world in 2012. “Today, Ernest Borel—guaranteed Swiss Made for over 150 years—is set to pursue its long-term development throughout the world, with its focus on success and harmony,” Boillat details. “In 2011, Ernest Borel returned to the United States, which is historically an important market for the brand. We are expecting good results in the USA in the coming years and believe our brand has good opportunities in this market. Europe and the Middle East also remain important markets to us.”
There are several key collections being introduced at BaselWorld. First off is the Borel Chrono Collection, a diamond-set automatic chronograph with big date display and small seconds.
Next is the Romance Series III, which features diamond-set gents and ladies models fitted with automatic movements, or a mother-of-pearl version called the Romantic Love Edition.
Also to be introduced at BaselWorld is the Jules Borel Collection, designed to honour the founder of the company. The distinctive feature of this new two-tone (pink gold and steel) automatic Jules Borel upgraded version is the power reserve indication set with natural diamonds.
ROMANCE SERIES III, JULES BOREL COLLECTION
Source: Europa Star April - May 2012 Magazine Issue