EBEL, a functional beauty
EBEL marked the re-launch of the iconic EBEL Sport Classic collection and the accompanying new advertising creative in an exclusive event at La Villa Turque in La Chaux-de-Fonds, Switzerland recently. “Day & Night” magazine took the opportunity to sit down with Flavio Pellegrini, EBEL President, who tells us how the marque is re-establishing its identity and its historic perception as a watchmaker of elegant ladies’ timepieces
Pellegrini was born in Le Locle and went on to graduate from the University of Neuchâtel – both bastions of watchmaking – and is an insider who has climbed his way up the corporate ladder. It was in 2003 that he joined MGI Luxury Group as a junior financial analyst; within a few years, he was given the responsibility of product development and marketing activities for Europe and the Middle East. The MGI Luxury Group, which is based in New Jersey, USA, is the owner of Swiss watch brands EBEL, Movado, and Concord, as well as manufacturing numerous watchmaking products for other global names.
The brand in recent years has been placing a lot of emphasis on its history; why this focus?
In the past, the brand has had a number of years that have been difficult; during this period, our brand identity seemed to have blurred, our collections and designs did not have a focus point. It was necessary for us to reflect on where we were and what needed to change. We needed to re-focus on our long history and heritage.
A survey showed that our earlier tagline “Architects of Time” for some reason contributed to people erroneously perceiving our brand as a masculine watch brand. That is why our new tagline “Beauty Marries Function” combines the concept of feminine beauty and horological excellence. We are perhaps the only watch brand that had a male and female as co-founders – EBEL is formed from the names of our founders, Eugène Blum and Alice Lévy, who founded the brand in La Chaux-de-Fonds in 1911; we want to remind our customers of this heritage.
Why is that for the past few years your annual collections have focused only on one collection?
As I mentioned earlier, our collections were too scattered. Part of our mandate now is to create a strong brand identity and iconic products that speak to women. We plan to be back on women’s wrists with watches that are elegant, accessible and have their own distinct personality, which would be a reflection of the modern woman herself. The Wave collection was our first step on this journey; we still have a long way to go.
This year, we are building up the Sport Classic line; evoking our history we also have a table clock in the collection, which adheres to the DNA of the Sport Classic family. Of course, we are referencing our history and the brand’s links to architecture with our new advertising campaign. EBEL acquired the La Villa Turque here in La Chaux-de-Fonds, Switzerland in 1986, and the villa has been the inspiration for our La Maison EBEL Limited Edition.
Now, our new advertising creative features dynamic abstract paintings of the villa’s architect, the pioneer of modern architecture Charles Edouard Jeanneret, who is more famously known as Le Corbusier. Some of his most powerful and vibrant paintings such as Othello (1938), Annibal Simla (1941) and Totem3 (1961), will feature in the creatives.
What is next for the brand?
We are planning to re-launch our Beluga collection soon; we believe that its soft sensual lines and intricate diamond settings would appeal to our brand aficionados in the Middle East.
How would you describe your typical brand aficionado?
I would describe our customers as upscale, confident people who are design-conscious; it would be both the men and women who are over 30, and understand and share the values of the brand. They have an eye for classic style, and take a keen interest in interiors. They would understand and appreciate the clean lines and minimalist interior of the Maison EBEL, which is a continuous source of inspiration to our design team.
