Article by John Sealander
Photography by Boris Pjanic

Why the world’s largest watch and jewelry show is essential to a small watch company like Louis Erard.

When Louis Erard and André Perret began making watches in 1929, the pair were convinced that watchmaking expertise, a commitment to quality, and interesting complications could go hand-in-hand with affordable prices. Few of their competitors agreed with this philosophy, but the company persevered and began to attract a loyal band of followers.

Louis Erard timepieces were prized by watch aficionados and other watchmakers, but the brand never became popular with the general public until they started exhibiting at Baselworld. As a wider audience started to see and appreciate these original, high quality mechanical timepieces, the popularity of the brand and its unique philosophy grew. Louis Erard never disappointed their Baselworld fans, introducing imaginative new novelties each year.

If the reaction of Baselworld visitors is any indication, the brand is finally receiving the recognition it deserves. The beautiful Louis Erard booth attracted a steady stream of visitors during the recently completed eight-day show and sales were brisk for both new and existing collections.

Louis Erard Booth at Baselworld 2015

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Watch aficionados and retailers were impressed with the diversity and depth of the Louis Erard line. There were new additions to many popular collections including the superb 1931 and Excellence Collections. The new Excellence Skeleton and Regulator Power Reserve models got lots of buzz at the show, along with favorable reviews from some of the industry’s most respected watch writers.

Louis Erard Excellence Power Reserve		Louis Erard Excellence Regulator
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Adding to the brand’s growing allure were several exciting new additions to the highly regarded 1931 Collection. This Collection, inspired by some of the very first Louis Erard timepieces, celebrates the watchmaker’s art with authentic retro styling and superb Swiss craftsmanship. Making their Baselworld debut this year were several 1931 vintage small seconds models along with a beautiful 1931 open-heart small seconds complication.

Louis Erard 1931 Small Second		Louis Erard 1931 Vintage Small Seconds
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Interest in the new Louis Erard ladies line continues to grow with several beautiful new additions to the imaginative and popular Romance Collection. These exquisitely crafted timepieces are perfectly sized for a woman’s wrist and are bringing the brand’s reputation for old world craftsmanship at affordable prices to a whole new audience.

Louis Erard Romance		Louis Erard Romance Chronograph
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The excitement of Baselworld is over for another year, but the excitement generated at the Louis Erard booth is just beginning. It was clear this year that the world has finely discovered this 85-year-old brand. By the time Baselworld returns in 2016, there are going to be a lot more Louis Erard timepieces on people’s wrists.

Gevril Group US Agent for Louis Erard Watches

Gevril Group is the sole US agent for Louis Erard Watches. Contact Gevril Group by email or call 845-425-9882.

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Fortis Watches was among the many exhibitors in Basel, having made the annual trip from its Grenchen headquarters, armed with cases of new watches and classic collections. Guests of Fortis in Basel convened at the Hotel Dorint, adjacent to the main pavilion, in a spacious suite ideal for previewing and surveying the latest Fortis models.

Fortis Display Case at Basel 2015

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“Face the New” is the slogan of Fortis Watches today, a phrase that defines the brand’s position and declares that sometimes, the best way to return to your roots is to embrace new challenges – or Face the New. The current collections demonstrate this value and commitment.

Fortis Cosmonautis

The Fortis connection to space travel is well documented, as are its Cosmonaut watches, which have been standard equipment for the Russian Federal Space Agency since 1994. In fact, the agency’s emblem is engraved on the caseback of every Official Cosmonauts model. In Basel, the Official Cosmonauts Chronograph was among the classic Fortis watches on display, famous for its dial design and its movement, a Swiss made ETA 7750.

Fortis Official Cosmonauts		Fortis Monolith
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The newest model in the Cosmonautis Collection also appeared in Basel. The Monolith is a prototypical Fortis tool watch with a legible dial and rugged construction that includes a black PVD-coated stainless steel case and Swiss made ETA 2836-2 automatic movement. The Monolith is water resistant to 650 feet and offers a strap or bracelet for every occasion, including a leather performance strap, black PVD metal bracelet or rubber strap.

Fortis Aviatis

The Fortis Aviatis Collection is dedicated to aviation and pilot watches – another Fortis area of expertise – and there were plenty of examples on display in Basel. Notably, the 100th anniversary Daybreaker Recon and Daybreaker Stealth, two watches with an identical build other than the color of the dials: the Recon is white with blue accents while the Stealth is black with white accents. These extraordinary Flieger models feature the exclusive Fortis Calibre F-2012 movement, made up of more than 500 parts that run multiple complications including a chronograph, alarm, GMT and more. Every Daybreaker model is a certified chronometer and limited to 100 pieces worldwide.

Fortis Daybreaker Recon		Fortis Daybreaker Stealth
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Fortis guests also had a first look at the new Fortis Blue Horizon, a traditional day/date Flieger housed in a black PVD-coated stainless steel case with a metallic-brown sunray dial. Blue Horizon models represent a new look for Fortis pilot watches, combining high-tech materials with a nostalgic disposition. The Blue Horizon is powered by an ETA 7750 and features an exhibition caseback.

Fortis Blue Horizon

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Fortis Aquatis

Air and space aren’t the only realms for which Fortis designs robust watches for explorers and trendsetters. Watches in the Aquatis Collection are designed for aquatic adventure, especially its Marinemaster models, which first launched in the 1940s. Fortis continues to add different color combinations to the collection including yellow/black and red/black variants. Marinemaster watches offer water resistance to 650 feet and employ unidirectional rotating bezels with deep scalloped edges as well as large crowns for easy handling.

Fortis Marinemaster		Fortis Marinemaster Chronograph
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Marinemaster watches also come in chronograph versions, including a popular orange/black model. It has all the features of the non-chrono version but is augmented by triple sub-dials as a result of its chronograph movement. Marinemaster watches are ocean-ready with rubber straps or stainless steel bracelets.

Fortis Terrestis

Watches from the new Terrestis collection were among the most well received in Basel this year, as Fortis expands into the terrain of civilian life with retro-styled dress and casual-sport watches that complement its durable tool and adventure collections. For example, the 19Fortis is a three-handed dress watch with a date complication, replete with pleated texturing, a blued seconds hand and rose gold plated hands and markers. The current 19Fortis has two dial variations: the white “a.m.” dial or black “p.m.” version, and a solid 5N rose-gold case is also available.

The flagship of the new Fortis Terrestis Collection is the Fortis Tycoon. This elegant men’s timepiece combines state-of-the-art technology with a genuine reverence for the traditional Swiss craftsmanship that made the Fortis brand what it is today.

Fortis Terrestis Tycoon at Basel 2015

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Fortis Art Watches

In Basel, Fortis also introduced the newest Rolf Sachs model – 2π – the latest collaboration between Fortis and the renowned artist and designer. The colorful and original mathematical design on the dial of the 2π (2 Pi) was designed by Sachs and fits the oeuvre of previous Sachs models for Fortis. Although the design of the 2π is quite cerebral, the watch itself is pure Fortis with its thick luminous material with blue afterglow, a black PVD-coated stainless steel case and a Swiss made F-2014 movement. The 2π is a limited edition of 150 pieces.

Fortis Rolf Sachs at Basel 2015
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Almost 90 years after Fortis introduced the world’s first automatic watch in Basel, the brand continues to make headlines every year with its creative array of watches for established Fortis enthusiasts and new collectors alike. Connected to tradition and committed to cutting-edge – that’s the Fortis identity – choose Fortis and “Face the New.”

To purchase a Fortis timepiece to learn more about the new collections, visit an authorized Fortis watch dealer.

Gevril Group US, Canada and Caribbean Fortis Watches Agent

Gevril Group is the sole US, Canada and Caribbean agent for Fortis Watches and the authorized Fortis watch repair service center. Contact us by email or by calling 845-425-9882.

Join the conversation! Follow Gevril Group on Facebook, Twitter and LinkedIn. Please subscribe to the Gevril Group newsletter and blog.

*The Fortis Basel Dorint Hotel exhibit was not affiliated in any way with Baselworld 2015.