Elka Watch Co. Launches a Vintage-Looking Series with the “Tour des Chavannes”

Despite reviving a defunct Dutch name, the young microbrand Elka Watch Co., Hakim El Kadiri’s project, is now firmly rooted in Swiss heritage. El Kadiri went to the point of creating a surprising pair, combining a Neuchâtel-based single malt whisky and a special edition of his minimalist watch with an amber-toned dial to match. And the city of Neuchâtel, a lakeside town near La Chaux-de-Fonds and Le Locle, is once again the underlying inspiration for a new special edition, the Elka Tour des Chavannes. As Elka Watch Co. chose to anchor its future in the very heart of this city by inaugurating its permanent boutique at 16 Rue des Chavannes, it also looks at the past and commemorates an antique monument. 

This new series is a tribute to the city where Elka Watch Co. now operates, and to an ancient monument named the Tour des Chavannes. Demolished in the 19th century, the Tour des Chavannes was erected in 1285 to close the upper end of the street of the same name and protect the northwestern flank of Neuchâtel’s medieval ramparts. A witness to the city’s civil life, the tower housed the javiole – a disciplinary prison for non-criminal offences – starting in 1531, before becoming an essential temporal landmark. In 1679, the city installed its first clock mechanism there, followed in 1736 by a new dial featuring gold numerals on a black background, painted by heraldist Samuel Müller. As a pioneer, the City of Neuchâtel decided as early as 1805 to distribute “mean time” from the tower – a major global innovation for synchronising civil life. Victim of its time and deemed unsanitary, the tower was demolished in 1867.

Although it no longer exists, the tower is now the source of inspiration for a new series by Elka. Named the R Series, it retains most of the design introduced by the minimalist S Series, but adds warmth and charm to the equation that previous editions lacked. The elegantly shaped case of the brand is retained, measuring 40.8mm in diameter and 10.8mm in thickness. This smooth case is defined by its curved lines, starting from the angled, short lugs (L2L is only 46.50mm) that hug the wrist, its bowl-shaped caseback and, more importantly, its chevé-like box sapphire crystal recalling vintage Hesalite crystals. Water-resistance is rated at 50m.

The dial is where the antique theme is most visible. Both editions use a classically designed dial that reproduces the hand-drawn lettering by engineer Henri Ladame from his original plans, along with elongated Roman numerals found on the tower’s clock, designed by heraldist and sign painter Samuel Müller in 1736. For this edition, Elka goes traditional and uses a two-hand display, without the second hand (as on antique clocks). Two editions are released. The first one, the “Tour des Chavannes: Pierre d’Hauterive”, features a domed beige dial with blackened hands and numerals, inspired by the colour of limestone used in the Neuchâtel region. The second model, the “Tour des Chavannes: 1736 Edition”, a more contrasted and more sophisticated version, pairs its black dial with rose gold-coloured hands and numerals.

At the heart of these watches is the well-known La Joux-Perret G101 movement. An alternative to the ETA 2824 and Sellita SW200, this automatic movement beats at 4Hz and offers a solid 68-hour power reserve, making it weekend-proof. Visible through the sapphire back, it is decorated with Geneva stripes.

Worn on a cognac-tone suede strap or a smooth calf leather strap, the two Elka Watch Co. Tour des Chavannes models are now available from the brand’s website or its boutique at 16 Rue des Chavannes in Neuchâtel. These are priced at CHF 1,716 (excl. taxes). For more details, please visit www.elkawatch.ch.