18 December 2024
As reported on 10 December 2024 in the New York Times, Eberjax, a French watch brand that operated from 1947 to 1983, is set to return under the leadership of our client Christophe Hoppé, founder of Bausele watches. The brand, based in Charquemont, France, near the Swiss border, was known for its chronographs and niche market appeal.
Historical Background:
- Produced chronographs in Charquemont, a region with a rich watchmaking tradition dating back to the 1800s.
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Closed in 1983 when the founders retired, unable to compete with the rise of affordable Japanese quartz watches.
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The brand name, derived from family members Emile, Bernard, Jacques, and Jean, remained unused until now.
Revival Details:
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Hoppé inherited an Eberjax watch from his grandfather and discovered the brand name was in the public domain.
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Plans to relaunch with a limited-edition chronograph collection in September, featuring:
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60 watches: 47 in stainless steel and 13 in gold.
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Vintage-inspired designs, leveraging the appeal of the popular "panda watch" style.
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Components made in the French-Swiss Jura region and assembled in Vauclusotte, near Charquemont.
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Collaboration:
- Brigitte Courtet, whose family originally owned Eberjax, will act as a consultant.
- Courtet brings decades of experience in the watch industry, including her roles as a quality controller, accountant, and watch retailer.
Emerging Trend: Reviving Defunct Watch Brands
The revival of Eberjax reflects a growing trend in the watch industry, as defunct brands with rich histories are being reintroduced to capitalise on their heritage and market potential.
Why It’s Happening:
- Consumer Appeal: Vintage designs resonate with modern buyers seeking authenticity and timeless aesthetics.
- Brand Value: Established histories add credibility and allure in a competitive market.
- Cost Efficiency: Reviving a dormant brand can be more cost-effective than building a new one from scratch.
Examples from Similar Revivals:
- Other legacy watch brands have successfully returned to the market, leveraging their unique histories to attract collectors and new buyers.
- Partnerships with industry veterans, like the collaboration between Hoppé and Courtet, are common strategies.
Outlook
With plans for a limited-edition collection and a focus on vintage-inspired design, Eberjax is positioning itself to tap into the growing demand for heritage watch brands. As the industry continues to see a resurgence of defunct names, Eberjax’s revival could set a precedent for blending historical roots with modern innovation and we are working with Christophe Hoppé to ensure the success of his project.
