The New Louis Erard x Astro Boy Brings Pop Culture to the Wrist

Released just three weeks ago, Louis Erard surprised the watchmaking scene with its first integrated sports watch, the 2340. A sporty-chic titanium and steel watch with a sophisticated integrated bracelet, the 2340 marked a radical, new direction for the brand, which has relied extensively on its classic Regulator watch for numerous collaborations. Surprising us yet again, Louis Erard releases 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 masterminded the brand’s turnaround with a strong focus on original content thanks to collaborations with contemporary indie watchmakers (Alain Silbertein, Vianney Halter, Konstantin Chaykin, Cédric Johner), artists (Olivier Mosset, Sylvie Fleury) and design studios (atelier oi) – to name but a few!

Astro Boy is the first in a series of Emch’s vision for the 2340 as a canvas for “cultural references that shaped our generation”. Created by the father of manga, Osamu Tezuka, Astro Boy was a supporting character in the weekly comic Atom Taishi of 1951 before going solo. An android designed to fight injustice with heart and humanity, Astro Boy was originally indistinguishable from a human being with large eyes, black spiky hair, dressed in black briefs with red knee-length boots. Partnering with Tezuka Productions, Louis Erard secured the rights to use original illustrations.

Far from being a flat printed scene, the dial uses a multi-layered construction with applied elements to create volume, depth and relief. Astro Boy is depicted whizzing across the dial, propelled by his red rocket boots, leaving a trail of smoke in his wake. Reimagining the dial as a cinematic stage, it represents an action-packed moment in Astro Boy’s adventures. Astro Boy, in full colour with his left arm raised in victory, and the black track with white clouds, are applied to the dial and stand out vividly against the background scenery. Details of the futuristic Metro City and a villain with the LE logo on his chest are engraved on two levels in the dark grey background to generate additional depth.

With no indices to distract from the action, the only elements on the dial are the raised flange that frames the scene and the three central hands. To assist legibility, the LOUIS ERARD letters marking the hours on the flange and the hour and minute hands are treated with blue-emission Super-LumiNova.

Sharing identical case and movement specifications with the recently launched 2340 models, the flat 40mm cushion-shaped case combines titanium and steel elements, has a slim height of 8.95mm and is waterproof to 50 metres. The sophisticated 92-component bracelet, with oblong-shaped and polished steel centre links and brushed titanium outer links, tapers elegantly and is fastened with a concealed spring-loaded folding clasp.

Powered by a Sellita SW300-1 automatic, an alternative to the ETA 2892-2, this slim 3.6mm élaboré grade movement has a customised rotor, beats at a frequency of 28,800vph and delivers a respectable power reserve of 56 hours. It is hidden under the screw-down caseback decorated with a figure of Astro Boy. Appealing to collectors, the Louis Erard x Astro Boy is a limited edition of 178 pieces and retails for CHF 3,990 (excl. tax), exactly EUR 1,000 more than the regular 2340 models. More information at louiserard.com.