Louis Erard jumped on the integrated bracelet bandwagon with this latest release. A new bracelet, new case design, and a new movement. Symbolising a new chapter.
Press Release information with commentary in italics.
New: Louis Erard 2340
All three novelties in this launch release of the new Louis Erard 2340 retails at CHF 2,990. Price is before taxes.
Commentary
Interesting entry by Louis Erard. The watches already released are now called Le Noirmont series, and this new collection is known as the 2340.
The design impression immediately call up vibes of the Tissot PRX and its close competitors, ergo the Citizen Zenshin and perhaps the Ba111od Chapter 7. This design perhaps all stem from the basis of the work done by Jorg Hysek for Vacheron Constantin which turned out to be the 222. The basis is a thin flat case with a circular bezel rising from it. In Louis Erard’s 2340, this case is constructed from a brushed titanium mid-case and the integrated lugs, bezel, crown and case back in polished steel. Of course, close examination will reveal details which can differentiate the case designs from each other.
The nominal diameter for the 2340 case is 40mm, and it is 8.95mm thick with a water resistance rating of 50m. The design also calls for 4 polished gadroons, and this gives the watch its own identity as the other designs do not have this feature.
The bracelet also follows along the same line as the others. Louis Erard calls this a 5 link design, though this layout is typically called a 3 link design…LE counts the two end links. It features trapezoidal brushed (titanium) plates linked by polished steel bits.
The dial is where the 2340 departs from the others. Two patterns are offered. One in a mint green with an oblong pill pattern. These look like raised pill-like sections in alternate horizontal and vertical layout punctuated by round raised dots. The first impression we have is this looks like bubble wrap. And the other two with a more standard line structure in either slate blue or dark blue. The horizontal lines are mildly reminiscent of the Patek Philippe Ref. 5711, but with the bubble wrap feel. The patterns on both the dial designs are stamped, and are lacquered.
For the first time, Louis Erard is using the ubiquitous SW300-1. They had previously used the lower end SW261. The SW300, though a standard movement which based on the ETA 2892 is considered a higher end movement. The SW300 is also thinner, measuring in at 3.6mm vs 4.6mm for the SW261. Louis Erard has always used the Élaboré level of finishing, which is the highest offered by Sellita. The Press Release does not contain photographs of the movement, and the watch is a closed case back.
The watches are offered at just below CHF 3k. Compared to the most likely competition from the Tissot PRX or the Citizen Zenshin or the Ba111od Chapter 7, which are circa CHF 500 to CHF 800, this pricing is rather high.
Release details
We said we were levelling up. We meant it. Five years into our new strategy, meet our first Louis Erard watch with an integrated bracelet. Its name is 2340, the postal code of our home in Le Noirmont, now a symbol of a new chapter. A new bracelet. A new case. A movement that is a first in our collections.
Every detail, technical, aesthetic, driven to the point of obsession. A model built to last. Not a limited edition. A foundational piece. Our take on sporty-chic, the Louis Erard way, marking the start of a new collection shaped by materials and partnerships. From now on, Louis Erard has two faces: Noirmont and 2340.
“It was time to design an integrated bracelet. Two years of development brought us here: tapered architecture in two titanium and steel materials and two contrasting finishes, brushed and polished. Each link is hand-beveled after assembly, a delicate process that tolerates no imperfection. Nothing about this watch is simple, yet everything flows. Every part fits perfectly. The level of finishing is high horology without the price tag. Connoisseurs will know. They’ll feel it. This goes beyond design and aesthetics. It’s engineering. With a refined case and a deeply textured dial, this is the blueprint of our sports identity. Five years of evolution summed up in this timepiece and this is just the beginning.”
Manuel Emch
WATCH FACTS
2340: A tribute to Le Noirmont, our home and spirit.
First integrated bracelet by Louis Erard: titanium and steel, tapered five-link architecture, oblong polished steel center links, brushed titanium outer links, butterfly clasp with spring blade.
Hybrid case: brushed titanium mid-case for lightness; integrated lugs, bezel, crown and caseback in polished stainless steel for structure.
New movement: Sellita SW300-1, used for the first time in a Louis Erard watch.
Three dials: Mint green with oblong “pill” pattern, a playful nod to the color and capsule logo at 6 o’clock. Steel blue & deep blue with a lined texture inspired by the bracelet’s center links.
Key figures: 92 components in the bracelet, 8.95 mm case thickness, 50 m water resistance, 30% lighter than full steel.
Limited production: not a limited edition.
THE BRACELET: A STATEMENT OF INTENT.
You asked. We delivered, in our own way. The 2340 bracelet is a bold move: a custom-designed, fully integrated tapered five-link bracelet, built to stand out, designed to last.
It comprises 92 components: 46 links and interlinks, 2 end links, 32 pins and 12 screws. The structure is as technical as it is aesthetic. The outer links crafted in brushed titanium contrast with polished steel center links. A deliberate play on textures and materials that adds depth and refinement. Each link is hand-beveled after assembly, a meticulous, high-precision operation typical of in haute horlogerie. Nothing is left to chance. The bracelet is fastened by means a spring-loaded butterfly clasp, fully concealed when worn, seamless in both form and function. The result? A bracelet that flows naturally from the case, creating a sense of visual continuity and structural unity. A tribute to the great integrated designs, reinterpreted with Louis Erard’s signature language.
THE CASE: AT THE CORE OF THE DESIGN.
The case of the 2340 is all about balance: clean lines, smart materials and everyday comfort.
It measures 40 mm in diameter (41.5 mm lug to lug), but wears slimmer thanks to its low-profile, ergonomic shape. The case middle is made from brushed titanium for lightness and comfort. The lugs, bezel, crown and caseback are in polished stainless steel, adding contrast, shine and structure. On each side, four polished gadroons give the case its unique identity. More than just design features, they also hide the invisible bracelet connection. The result is a case that looks sharp, feels great on the wrist and sets the tone for the 2340’s sporty-chic personality.
THE DIAL: THREE VERSIONS, TWO DESIGNS, ONE STANDARD.
Each design uses a different stamping technique to bring texture and depth to the surface.
A mint green lacquered dial with an oblong-stamped pattern inspired by capsules. A fun nod to the color and the logo at 6 o’clock.
The steel blue & deep blue dials use a lined stamped texture. The linear pattern echoes the bracelet, visually tying the design together. All dials include floating diamond-cut hour-markers for added depth. The baton-type hands are brushed and polished for legibility and light play. A railway track surrounds the dial, with the Louis Erard name subtly integrated into the design.
INSIDE: A NEW MOVEMENT.
Inside the 2340 is a Sellita SW300-1, a slim, Swiss-made automatic movement just 3.6 mm thick. It’s the first time we’ve used this caliber in our collection.
We’ve made it ours with a custom, black-lacquered rotor, signed Louis Erard and uniquely decorated.
WHAT IS THE 2340?
More than a watch. A milestone in our journey.
A response to: “What’s next for Louis Erard, beyond regulators and collaborations?” The 2340 is our intensely personal entry into the world of sporty-chic. Yes, we’ve studied the best, but we’ve written our own line. This is sport, the Louis Erard way: design-obsessed, detail-driven, since 1929, now more than ever.
LOUIS ERARD: ONE BRAND, TWO IDENTITIES.
For years, Métiers d’Art and Collaborations have defined us. They still do.
But today, with 2340, we enter a new phase: Louis Erard now speaks through two distinct design identities.
The Noirmont Collection: named after our location since 1992. A home for collaborations and Métiers d’Art.
The 2340 Collection: named after our postal code. A home for materials, partnerships and the sporty-chic future.
Louis Erard 2340 Technical information
Mint Ref. 35123TA11.BMT12 / Slate Ref. 35123TA02.BMT12 / Blue Ref. 35123TA01.BMT12
Movement Automatic, Sellita SW300-1 calibre, 3 hands, 11½’’’, Ø25.60 mm, height: 3.60 mm, 25 jewels, 28,800 VpH (4Hz), élaboré grade movement, special openworked oscillating weight with black lacquered Louis Erard symbol, approx. 56 hours of power reserve. * Functions HMS * Central hour, minute and second hands.
Case Satin-finished titanium and polished stainless steel, Ø40 mm, lug to lug: 41.50 mm, thickness: 8.95 mm, 3 pieces, domed sapphire crystal with anti-reflective treatment on both sides, closed caseback, water resistant up to a pressure of 5 bars (50 m/165 ft).
Dial Mint green lacquered dial with an oblong stamped pattern / Slate blue lacquered dial with a horizontal wave pattern/ Dark blue lacquered dial with a horizontal wave pattern. Black / White / White transferred snailed minute ring, satin-finished plate at 3 o’clock engraved with the “LE” logo, and rhodium-plated, diamond-cut indexes enhanced with SLN-C1 blue-luminous coating.
Hands Rhodium-plated hands, satin-finished top surfaces, diamond-cut edges, SLN-C1 blue emission
Bracelet Satin-finished titanium and polished stainless steel, butterfly folding clasp with spring-blade mechanism, Torx screws at bracelet attachment.
Dimensions: width 28/20 mm, length 220 mm.
