Eberhard’s timeless creations

This 130-year-old brand that is housed in La Chaux-de-Fonds, the cradle of Swiss fine watchmaking, has been quite busy this year with new editions of their memorable collection. The CEO of the company talks to “Day & Night” about how the brand’s products have stood the test of time and its plans for the future

Founded in 1887 by Georges Eberhard,the brand entered the annals of horology when the company unveiled in 1919 its first wrist chronograph, which would later become the maison’s speciality. The brand continues to remain one of the few independent watchmaking firms, with its products acting as a benchmark for high-end watches and chronographs. “Day & Night” magazine was able to get an exclusive interview with the CEO of the brand, Mario Peserico, at Baselworld 2016.

Can you tell us about the new edition of the Scafograf 300. This was originally launched in 1966, why did you decide to relaunch the watch now?
A few years ago, we decided that instead of enlarging our collection by adding new families, we would bring out improved editions of our unforgettable watches. Two years ago, it was the Contograf and this time we thought of the Scafograf, because we were among the first ones to bring out a real diving watch. We wanted to maintain our historical presence in this segment. All these years, we have been bringing out several watches that work in 2,000mts and now we wanted to add something new to the existing Scafograf. The Scafograf is very technical and big-sized. We thought we could make it a bit less technical, even if the depth is reduced to 300mts. The helium escape is very technical and, at the same time, wearable.

As you can see, it is 43mm but is thin and is easy to wear. It is something that I have been wearing frequently in the last month; it goes very well with an informal T-shirt and can also be worn on weekdays with a jacket. That is what we were aiming for.

There is barely any difference in the looks of the 1966 Scafograf and the new edition; it is so well-designed and looks modern yet elegant. What is your opinion on that?
That is the reason why these watches are the heritage and the patrimony of the brand and still retain their value. If a watch was important only because it was made 60 years ago, but absolutely out of sync with today’s market taste, it would not have any current value.  Only some watches are made with a vision. Not all watches have that special something; even some of our own watches do not have it. When you make a watch with those characteristics using current materials – glass that allows perfect visibility, with the quality of steel available now, with bezels in ceramic that could not be done then – then the end result is something very nice that is respectful of the past.

Can you tell us about Eberhard producing watches for the armed forces of the Sultanate of Oman? How did that happen?
Last year, we presented the Contograf Camouflage in green, which is the colour mostly used in camouflage uniform. We have a distributor in Oman, who has a very good relationship with the Diwan at the palace. I was talking to the distributor and asked him if we could work with the local armed forces as we could produce a good watch. They got in touch with the Diwan, who was interested to see how the green-coloured watch would work out in the colour of their forces, which is camouflage on a red base. We made the sample watch within a very short time span. They were very appreciative and now they are increasing the quantity of the order.

Recently, you entered the Doha market with the partnership with Al Fardan Jewellery. Can you tell us how this started?
Doha market is a very important in terms of price point, because it is less touristic and is made up of people travelling a lot. This means they are very knowledgeable, appreciative and understand the value of technical products. The result is that we are very successful, especially in the high end of our collection and we hope that it will be a fruitful collaboration.

In terms of sales, which is the most successful of your watches and where do you hope the Scafograf 300 will be? How important will this be for the brand?
We must distinguish. The Chrono 4 is very important, iconic and one whole collection, with many references, many dials and so on. The Scafograf is one watch, which is a diving watch but can also go together with Contograf, because of the circle of those unforgettable watches, but we do not expect the numbers nor do we want the numbers that we have for the Chrono 4. We will produce only 1,000 watches and no more in ayear. This is the target we have and we hope to maintain this as we believe this is the right quantity for the market.

For the Extra-Fort, you have added new colours and dials. What are the colours you have added?
We have added gray, white and black colours and changed the dials. You have to keep improving. Some very successful watch and car brands keep on improving the same products.  Year by year, we improve our watches, so our products grow and are resistant to time. This is the philosophy of our brand.

Where do you see the next expansion for your brand?
We have to improve in the US market, which in my opinion is the only steady market right now. We have the benefit of investing in the European market. Many brands shifted their focus to China and are now worried. We invested in Europe because we believe that the Western customer is the base of our products. The Middle East is the next important market, because in the last 30 years, the Middle East improved a lot in terms of technicality and passion for watches. This is where we need to be as there seems to be an improvement in the market.

In which countries of the Middle East are you present now?
We have a presence in Dubai, Saudi, Qatar, Lebanon and Oman.