Just three weeks ago, Louis Erard surprised the watch scene with its first integrated sports watch, the 2340. The 2340, a sporty-chic watch made of titanium and steel with a sophisticated integrated bracelet, marked a radical new direction for the brand, which has largely relied on its classic Regulator watch for numerous collaborations. Louis Erard surprises us again with the release of the first 2340 collaboration with Astro Boy, a global pop culture icon that will resonate with generations of fans of the manga superhero.
A key figure in Louis Erard's exponential growth, industry veteran Manuel Emch led the brand's turnaround with a strong focus on original content thanks to collaborations with contemporary independent watchmakers (Alain Silbertein, Vianney Halter, Konstantin Chaykin, Cédric Johner), artists (Olivier Mosset, Sylvie Fleury) and design studios (atelier oi) – to name just a few!
Astro Boy is the first in a series of Emch's vision for the 2340 as a canvas for “cultural references that have shaped our generation.” Created by the father of manga, Osamu Tezuka, Astro Boy was a supporting character in the 1951 weekly comic Atom Taishi before launching his solo career. Astro Boy was an android who was supposed to fight injustice with heart and humanity. Originally, Astro Boy was indistinguishable from a human with large eyes, black spiky hair, wearing black briefs and red knee-length boots. By working with Tezuka Productions, Louis Erard secured the rights to use original illustrations.
Far from being a flat printed scene, the dial utilizes a layered construction with applied elements to create volume, depth and relief. Astro Boy is pictured zooming across the dial, powered by his red rocket boots, leaving a trail of smoke behind. Reimagining the dial as a cinematic stage, it represents an action-packed moment in Astro Boy's adventures. The full-color Astro Boy with his left arm raised in victory and the black trail with white clouds are displayed on the dial and stand out clearly from the background scenery. Details of the futuristic Metro City and a villain with the LE logo on his chest are engraved on two levels into the dark gray background to create additional depth.
Since there are no indices to distract from the action, the only elements on the dial are the raised edge framing the scene and the three central hands. To improve readability, the LOUIS ERARD letters marking the hours on the flange, as well as the hour and minute hands, are treated with blue emission Super-LumiNova.
The flat, cushion-shaped 40mm case features the same case and movement specifications as the recently launched 2340 models. It combines titanium and steel elements, has a low height of 8.95 mm and is waterproof to 50 meters. The sophisticated 92-piece bracelet with elongated central links made of polished steel and outer links made of brushed titanium tapers elegantly and closes with a concealed, spring-loaded folding clasp.
Powered by a Sellita SW300-1 automatic movement, an alternative to the ETA 2892-2, this slim 3.6mm Elaboré movement features a custom-made rotor, beats at a frequency of 28,800 vibrations per hour and delivers a respectable 56-hour power reserve. It's hidden under the screw-down case back, which is decorated with an Astro Boy figure. The Louis Erard x Astro Boy appeals to collectors and is available in a limited edition of 178 pieces CHF 3,990 (excl. VAT), exactly 1,000 euros more than the regular 2340 models. More information at louiserard.com.
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