Pre-registration projects are booming actually and Kickstarter-like method seems to be the way to create a new brand. So does for example Vincent Plomb with the newly introduced VicenTerra Luna. Here is another of these projects presented by a French team, a 1930’s inspired cushion case that features an old (but restored) movement. An interesting approach of watchmaking that infuses some fresh air in a very conservative market – we present you the Elie Watch by Olivier Jonquet.
Subscription projects are very popular in the entertainment industry, as for example launching new artists. But in the world of watchmaking, that’s something quite new but that we, here at Monochrome Watches, are quite fond of. Creating a new brand without any previous track record is hard to imagine. This Kickstarter-like method allows the brand to raise funds before launching the product and it involves the clients in the project, and thus creating a strong link between them. And what is good for us here: it brings some creativity and freshness in the market.
What we have here is a 1920-1930’s inspired cushion case, available both in mirror or satin polished stainless steel, close to a Vacheron Constantin American 1921 for the case design or a Panerai Radiomir, especially with the wire loop strap attachment system. No matter the references, the look is really inspired by old military wristwatches, an idea reinforced with this “ammo” strap (crafted from old leather ammunition pouches, which were actually used during World War II) that you’d find as option. The pale white enamel dial and the heat-blued steel Breguet hands are also an ode to vintage timepieces, a very classic design that brings a high-end feeling to the project.
Vintage is also the key-word for the movement, as it features a new old stock engine from the 1950’s. The Elie Watch features a vintage hand-wound France Ébauche FE 233/69, reworked and adjusted in a Haut-Doubs workshop, which is the cradle of French watchmaking. It’s a 11½ lines movement (approx. 25mm) that beats at 21.600vph and offers 52 hours of power reserve. The movements have been unsettled, cleaned, oiled and adjusted to be sold as new and to serve the watch, as a modern movement will do. 70 of them are needed – 50 for the watches and 20 for parts and after-sales service. A simple movement with a small second that fits quite well the whole idea of the project.
The whole project is French made, from the case, to the straps and the movement (a bit of patriotism here for me…) and feels very coherent. The subscriptions are now open for a very reasonable price – € 1.890 Euro – and will be limited to 50 watches.
- Case: satin or polished cushion-shape stainless steel, 38 x 38 x 9 mm (without crown), water resistance of 50 meters, sapphire crystal
- Dial: white enamelled dial with black Arabic numerals
- Hands: blue steel “Breguet” type
- Strap: black calf leather – fully hand made – hypo allergenic and optional vintage ammo pouch leather of the French army dating WW2 and a chocolate alligator leather strap
- Movement: hand-wound mechanical France Ebauche FE 233/69
- Functions: hours, minutes, small second at 6 o’clock, 17 jewels, 21600 alternations/hour, power reserve of 52 hours approx.
- Limited edition of 50 pieces – price is € 1.890 Euro
More information on the watches and the registration on www.montres-oj.com/en