Ernest Borel
 | |
| Industry | Watch manufacturing |
|---|---|
| Founded | 1856 [1] |
| Founders | Jules Borel |
| Headquarters | , Switzerland |
Area served | International |
Key people | Teguh Halim (The Board of Directors of Ernest Borel S.A.) |
| Products | Wristwatches |
| Website | www |
Ernest Borel is a Swiss watch manufacturer founded in 1856 in Neuchâtel, Switzerland, and has established itself as a renowned brand in the world of watchmaking.
With a rich history of watchmaking expertise and heritage, and of global recognition and accolades, the brand has expanded into international markets, captivating with its enchanting allure and timeless distinction.
Headquartered in Switzerland, Ernest Borel serves customers in countries from key centers of operation around the world, with offices across the globe.
History
[edit]It all began in 1856. Driven by the passion for crafting quality wristwatches, young Jules Borel aspired to establish his own brand, and embarked on his watchmaking journey in Neuchâtel, Switzerland – the heart of the celebrated Swiss watchmaking industry. With a vision to evolve the business into a global brand, he set out to establish and set the stage for an extraordinary watchmaking legacy.
The company was run by the eponymous Borel family until 1975 when, owing to the 'Quartz crisis' affecting the entire Swiss watchmaking industry, it was sold on and became a member of the Synchron Group which consisted also of Cyma and Doxa. Ernest Borel has traditionally focused on export markets beyond Europe and over the years, the company has continued to build its reputation with a strategic focus on expanding into these export markets.
In 1997, Ernest Borel was purchased by a group of investors from China. The investors appointed Raphaël Boillat as CEO, who in 2009 named his daughter, Nathalie, as successor.[2]
In 2018, the Hong Kong-based conglomerate Citychamp Watch & Jewellery Group, through its wholly-owned subsidiary VGB Limited, partly owned the company.[3] Mr. Teguh Halim has become its board of directors since then.
Currently, Ernest Borel S.A. is headquartered at their new factory premises at Le Noirmont, Switzerland. Previously, it was located at La Chaux-de-Fonds, Switzerland. The sales distribution currently covers countries across Asia and Europe.
Investor Relations
[edit]Ernest Borel Holdings Limited[4] is a publicly listed company on the Main Board of the Hong Kong Stock Exchange of Hong Kong Limited (Stock code: 1856) since 11 July 2014.[5]
Craftsmanship and Technology
[edit]Over 168 years of watch making expertise and production, Ernest Borel remains at the forefront of innovation and excellence by exploring new technology while honouring the esteemed Swiss tradition of watchmaking craftsmanship. All movements, assembly of watches, and quality control are carried out at the manufacturing facility in Le Noirmont, Switzerland.
To-date, a selection of Ernest Borel timepieces have obtained COSC certification, having undergone rigorous testing procedures in accordance with the established standards to ensure their accuracy and precision. Only approximately 6% of Swiss watchmaking products hold this prestigious certification, highlighting the exceptional quality of these chronometers and recognizing the skilled craftsmanship of the watchmakers at Ernest Borel.
Awards and Innovations
[edit]Since its establishment, Ernest Borel remains at the forefront of innovation and excellence by exploring new technology while honoring the esteemed Swiss tradition of watchmaking craftsmanship. This seamless integration of expertise and heritage has not only garnered the brand accolades from patent offices and horological institutions but has also firmly establishing its pivotal position within the realm of timepieces.
Through an unwavering commitment to craftsmanship, elegance, and excellence, Ernest Borel had won several awards in the late 19th century, including first place in the 1866 Neuchâtel observatory timing accuracy competition.[citation needed]. An Ernest Borel timepiece won the First Prize of Similar Products in the chronometer competition hosted by the Neuchâtel Observatory, the highest authority of Switzerland famed at the time for its timekeeping accuracy. In the same year, the company also received a global sales license of license of watch, further elevating their significant position as a world-class watchmaking company within a decade of their inception.
They continued to receive numerous accolades from the Neuchâtel Observatory and other prestigious trade associations. In 1876 they were awarded the "Premium Award" for quality in the Watch and Pocket Chronometers International Exhibition in Philadelphia, USA, and in 1878, won the only "Precious Premium Award" given to the Swiss watch and clock industry in Paris, France.
During the period from 1945 to 1959, the Neuchâtel Observatory conferred the Bulletin de Marche certificate upon a total of 4,172 Ernest Borel watches, and this represented nearly the entirety of the company's watch production during that era, underscoring a remarkable accomplishment. In between, in 1953, Ernest Borel introduced the Cocktail (Kaleidoscopic) watch. This groundbreaking timepiece was a pivotal creation that captured the essence of the brand's creative spirit and left a lasting impact on the watchmaking industry.
Cocktail (Kaleidoscope) watch
[edit]Ernest Borel is also known for the Cocktail (Kaleidoscope) watch, a timepiece with a mesmerizing kaleidoscope dial. Patented in 1952 and launched in 1953, the Cocktail watch was a groundbreaking innovation that captured the essence of the brand spirit.
The Cocktail remains a hallmark of the brand, designed for those who boldly redefine the rules while embracing a spirit of playfulness with its refined and modernized updates for a fresh look.
The 1960s version was most recently worn by Steve Martin in the American mystery comedy-drama television series, Only Murders in the Building, in Season 2, Episode 9.
Products
[edit]Ernest Borel currently produces Swiss-made wristwatches of automatic and quartz-movements for men and women. The majority of their product line are dress watches and casual watches. They have a diverse range of collections that encapsulates the rich watchmaking expertise and heritage of the brand, and fuses contemporary finishing to become a modern day icon made. Every Ernest Borel timepiece encapsulates high quality, stylish sophistication, timeless functionality, and exceptional value.
In addition, a selection of Ernest Borel timepieces have obtained COSC certification, having undergone rigorous testing procedures in accordance with the established standards to ensure their accuracy and precision. Only approximately 6% of Swiss watchmaking products hold this prestigious certification, highlighting the exceptional quality of these chronometers and recognizing the skilled craftsmanship of the watchmakers at Ernest Borel.
Logo
[edit]The corporate and family logo of a dancing couple in 19th-century dress is intended by the company to reflect the elegance, tradition and inspiration of romance. The couple in the logo serves as a visual representation of the enduring power and beauty of love, reflecting the brand's commitment to creating timepieces that inspire and celebrate the magic of romance.
As Ernest Borel's presence grew globally, it became synonymous with the essence of "Romantic Moments", capturing the hearts of individuals worldwide with its timeless elegance and enchanting allure. While the brand's motto emphasises on 'Romantic Moments', it also serves as an invitation to explore, embrace, and cherish all forms of love and meaningful moments in life.
Brand Presence
[edit]Ernest Borel has participated in Baselworld, the watch and jewellery show, from 2009 to 2018, and partnered with a wide range of celebrities and sponsored various events. Ambassadors and celebrities include Viann Zhang, Kelly Chen, Angie Chiu, Raymond Lam and Marcel Nguyen.
They were the official sponsor of the USA Dance 2012 National DanceSport Championships in Baltimore, United States and a football team which played in the Hong Kong First Division League for three seasons only. The football team entered the First Division by buying the HKFA membership from Sea Bee in 1990. It first appeared at the First Division League in the 1990–91 season. It won their only major trophies in 1991–92 by winning the Hong Kong Viceroy Cup and Hong Kong FA Cup. The team quit the league after the 1992–93 season.
Ernest Borel has been expanding and focusing their marketing overseas, particularly in China, with an opening of Ernest Borel flagship stores in Beijing in 2007, Shanghai in 2009. This strategic focus is significant, reflecting the marketing strategy of their competitors and as China represents the world's second-largest luxury market and accounts for one-third of global luxury consumption.
References
[edit]- ^ "Ernest Borel: Brand Heritage", ernestborel.ch
- ^ * Shawkey, Bruce, "Ernest Borel: More Than Just a Cocktail", NAWCC Watch & Clock Bulletin, National Association of Watch and Clock Collectors, Inc., November/December 2013
- ^ Ernest Borel
- ^ "ERNEST BOREL HOLDINGS LIMITED (Incorporated in the Cayman Islands with limited liability) : GLOBAL OFFERING", Hong Kong, 10 July 2014 ("Ernest Borel: Investor Information") Archived 21 June 2015 at the Wayback Machine
- ^ "Ernest Borel Holdings Limited Announces Details of Proposed Listing on the Main Board of SEHK", ACN Newswire, 29 June 2014
Further reading
[edit]- "Review of the Ernest Borel Deep Blue automatic", Sunday, 19 February. 2006 (archived 2007)
- "Ernest Borel: History", swisstime.ch. (archived 2 June 2015)