Once the domain of high-end brands, the integrated sports watch genre is in full swing and the market is flooded with thousands of models, from decidedly affordable models like Tissot's PRX to AP's Royal Oak and everything in between. A somewhat unexpected move, as the latest player to take the plunge is Louis Erard, a brand we associate with original collaborations and metiers d'art dials at affordable prices. After two years of research and development, Louis Erard presents the 2340, a sporty-chic sports watch made of steel and titanium with an integrated bracelet, named after the postcode of Louis Erard's headquarters in Le Noirmont.
To earn the honor of joining the integrated (luxury or not) sports watch club, there are a few unwritten but sacred rules: a sculpted case, a thin profile, a raised bezel, mixed finishes, a textured dial, good water resistance, and a bracelet integrated into the design. Judging by this list, the 2340 meets all the specifications, although we could argue with one of them (explained later).
The 40mm flat, cushion-shaped case is made from a mix of titanium and steel and has a slim 8.95mm profile and a raised bezel. To add lightness, the case center is made of titanium, while the lugs, bezel, crown and caseback are made of steel. True to the specifications of the genre, the middle of the case is vertically brushed and the steel elements are polished. An original detail are the four polished steel “gadrons” at the corners of the case, which curve slightly and reach the first fixed, non-moving link of the bracelet. Whether they are purely decorative or intended to support the connection between case and bracelet remains to be seen, but their rounded shape is reflected in the bracelet's elongated, polished center link.
Since the caseback is screwed on, the water resistance of up to 50 m is a bit disappointing for a sporty, chic sports watch. One last thing about the brand's announced 41.5mm lug-to-lug measurement: since the first fixed link of the bracelet is not taken into account, the span is closer to 48mm.
CEO Manuel Emch is particularly proud of the integrated bracelet, and rightly so. The bracelet consists of 92 components and flows seamlessly from the case with outer links made of brushed titanium and elongated center links made of polished steel. Features more commonly associated with high-end watches: Each link is beveled by hand after assembly and the tapered bracelet (from 28 to 20 mm) is secured with a spring-loaded folding clasp that is completely hidden from the wrist. Since so much care was taken in developing the bracelet, it's a shame that it doesn't come with a quick release system or a fine adjustment device…perhaps in the future.
The textured dials are available in three colors: mint green, slate blue and deep blue. The mint green dial caught our eye with its groovy pattern of raised rectangles, reminiscent of the middle links of the bracelet. The blue dials, on the other hand, feature wide horizontal gadroons. The diamond-cut hour markers and baton hands feature rounded tips to match the elongated link and are treated with blue-emitting Super-LumiNova. One feature that many will like is the lack of a date window. Another fun feature is the minute display, where the numbers are replaced by Louis Erard's letters.
Powered by a Sellita SW300-1 automatic movement, an alternative to the ETA 2892-2, this slim 3.6mm Elaboré quality movement features a custom-made rotor, beats at a frequency of 28,800 and delivers a respectable 56-hour power reserve.
The three new Louis Erard 2340 references in retail CHF 2,990. That's not cheap, but it's a pretty decent price for an integrated, sporty-chic watch with predominantly titanium elements, a well-made bracelet and a consistent design language throughout. More information at louiserard.com.
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