Ebel’s main activities, since moving into the fold of the Movado Group, has been to return to the brand’s basic values, and revive the ‘grand’ Ebel of the past. Having been mismanaged for several years, Ebel is now back on track. It has re-instated its famous slogan, ‘The Architects of Time’, re-launched collections with emblematic models that have been redesigned in a consistent and convincing manner, and re-conquered its markets.
This first phase having been completed, a new creative phase is now in the works. First is the launch of a new collection called Brasilia. However, even though this new collection has been entirely designed by the ‘new’ Ebel, it nonetheless went back to the brand’s historical roots, taking the name of a model that made a big impression during the 1960s. It is a magical name, one that evokes dreams, but it is also a name that keeps the ‘architectural’ flame of Ebel alive. But ‘Brasilia’ is also the new capital of the nation-continent that was designed by the exceptional avant-garde architect, Oscar Niemeyer, in the 1960s.
With a rectangular case, whose form is tempered by the softened lines, its design is classic and essential, and is also moderated by the sensuality of its curves. Brasilia is an entirely separate collection in the Ebel universe, and is available in both men’s and ladies’ versions. The feminine version is not merely a smaller model of the men’s line. On the contrary, it has been completely redesigned and reworked for its future wearers. The crown is partially integrated into the case; the angles are softer; and the bracelet, in steel or gold, is especially comfortable because of its suppleness (we are al-ready familiar with Ebel’s longstanding taste for beautiful bracelets).
Equipped with a quartz movement, the mother-of-pearl dial and guilloché minute circle both play with the light in this timepiece that is discreet yet dazzling. The supermodel, Gisèle Brünchen, will be Ebel’s ambassador of dreams for this lovely timekeeper.
On the men’s side, the Brasilia is more geometric and more architectural, and affirms its rigorous lines and beveled edges, as well as the large black or silvered dials with the Clou de Paris pattern, applied Roman numerals, brushed or polished steel bracelet or alligator strap, yellow gold or brushed steel case, and its automatic or quartz movement.


Source: Europa Star April-May 2006 Magazine Issue