Since his grandfather gifted him a Swatch watch on Christmas 1982, watches have been a passion for Manuel Emch. We sat down with Emch, CEO of Louis Erard, to discuss the timepieces that have shaped his life and career.
Can you share your journey in the watch industry? What inspired you to pursue this path?
I began my career in the watch industry as the youngest CEO in the field, which was both a privilege and a challenge. From the outset, I was passionate about blending traditional watchmaking with modern, creative approaches. My journey has taken me from redesigning and rebuilding Jaquet Droz to pushing boundaries at Romain Jerome, and now to Louis Erard, where I’ve focused on making fine watchmaking accessible, creative, and relevant for today’s collectors.
Do you have a personal, emotional connection with watches? How do you view the nostalgic and sentimental side of timepieces?
Absolutely. My emotional connection with watches began early, as I grew up in Grenchen, where Swatch was initiated. My grandfather gave me my first watch, a Swatch, for Christmas in 1982, during the brand’s very beginnings. That watch holds a special place in my heart and sparked my love for timepieces. For me, watches are powerful because they combine nostalgia, personal stories, and timeless craftsmanship, making them far more than objects—they’re keepers of memories.
What is the most impressive or captivating aspect of a watch for you?
The most captivating aspect is the fusion of artistry and mechanics. A watch is a marvel of precision engineering, but it also serves as a canvas for creativity and expression. For me, the ability to tell a story—whether through design, complications, or craftsmanship—is what makes a watch truly impressive.
What is your earliest memory involving a watch?
My earliest memory is receiving my first Swatch from my grandfather in 1982. I still remember the excitement of unwrapping it at Christmas and the pride of wearing it. That watch marked the beginning of my journey with timepieces and remains a significant part of my personal story.
You are known to have a watch collection. How did you start building it, and what was the first watch you added to your collection?
My collection began with inherited pieces, including some that hold deep personal and family significance. Over time, I started adding watches that resonate with me emotionally or represent milestones in the industry. While I collect many watches, I don’t wear them often—they are more than accessories; they are pieces of art and history to me.
As someone with a keen interest in contemporary art, how would you describe your taste? Are there any artists or movements that particularly resonate with you?
I have a deep appreciation for minimalism and conceptual art, which challenge traditional boundaries. Artists like Donald Judd and Olivier Mosset resonate with me because their work is bold, thought-provoking, and timeless. My passion for art has strongly influenced Louis Erard’s collaborations, as I believe art and watchmaking share a natural synergy in their creativity and craftsmanship.
You’ve collaborated with artists like Olivier Mosset on watch designs. How would you describe the relationship between Louis Erard and the art world?
The collaboration between Louis Erard and the art world stems directly from my passion for art. I see watches as a perfect medium to translate artistic ideas into something wearable and functional. These partnerships have not only elevated our brand but also turned Louis Erard into a collectible name, with our pieces now gaining traction on the secondary market. This validation shows that our blend of art and horology resonates deeply with collectors.
You’ve played a pivotal role in reviving Louis Erard. What would you say has been the most significant change in the brand under your leadership?
The biggest change has been redefining Louis Erard as a free and creative brand while staying accessible. We’ve emphasized originality, collaborating with designers and artists to create watches that are innovative yet timeless. Louis Erard has become a collectible brand, with growing recognition and strong resale value in the secondary market. This transformation is a testament to the vision and creativity we’ve brought to the table.
Louis Erard watches are known for their distinctive design. Can you walk us through the brand’s design language and what sets it apart from others?
Our design language is all about simplicity, elegance, and creative expression. We focus on timeless design with a contemporary twist, often working with renowned collaborators to keep the brand fresh and innovative. The Excellence collection, for example, is a masterclass in minimalist yet impactful design. Louis Erard watches stand out because they embody a balance of tradition and bold creativity.
If Louis Erard were personified, what kind of personality or character would it have?
Louis Erard would be a visionary thinker with a free and creative mind. It would be someone approachable yet bold, unafraid to challenge conventions, and always rooted in authenticity and craftsmanship. In short, a forward-thinker with a strong connection to tradition.
What has been your overarching brand strategy in recent years? How do you balance tradition and innovation?
Our strategy has focused on blending tradition with innovation. By collaborating with artists and designers, we bring fresh perspectives to traditional Swiss watchmaking. At the same time, we remain committed to accessibility, ensuring that fine watchmaking isn’t out of reach. This balance allows us to appeal to both new and seasoned collectors.
Looking ahead to 2025, what are your goals and expectations for Louis Erard as a brand? Are there any upcoming projects or collaborations you’re excited about?
For 2025, we aim to continue expanding our reach while staying true to our philosophy of accessible creativity. We have several exciting collaborations in the works that will further blend art and horology in groundbreaking ways. Our goal is to strengthen Louis Erard’s position as a collector’s favorite while continuing to surprise and delight our audience with bold, innovative designs.
