Yet another Louis Erard partnership, this time with the Astro Boy. And now in the Louis Erard new 2340 case design which debuted earlier this year. This new collaboration shaped the childhood of many of us, just like it did for Manuel Emch.
Press Release information with commentary in italics.
New: Louis Erard x Astro Boy
The Louis Erard x Astro Boy Ref. 35123TA23.BMT12 will retail at CHF 3,990 before taxes. Limited Edition of 178 pieces.
Commentary
Interesting new collaboration. We can see that this is more than just another project. We can see that this brought Manuel back to his childhood, watching Astro Boy manga and cartoons. This kind of throwback is a well trodden marketing story. Many have told it, with various levels of success. And in recent history, perhaps Max Büsser is the master in this kind of story telling. However, with this novelty, we see that Manuel has told the story well because he is telling one which he lived in.
And I think many of us, of a certain vintage, may identify with his feeling. A glance at that dial, and it takes us back to our childhood. And with Astro Boy. The character first appeared in a manga as early as 1952, and an anime series in 1963, with a revival in 2009 as an animated film adaptation. Created by the “Godfather of Manga” Osamu Tezuka. For a authentic experience, Manuel has chosen to work with Tezuka Productions, the company Osamu founded in 1961 and continues his legacy after his death in 1989.
The case is the newly minted 2340 case, which debuted last month with the bubble dials in funky colours.
But here it carries a dial which is primarily brownish grey stamped with the Metro City motif and carries a monotone robot image on the left half, and the image of Astro Boy in a pouncing position in flight in full colour from 6 o’clock. He is pad printed in full colour on an appliqué which looks like a whoosh. He is in full colour and contrasts with the mostly monotone dial. The artwork on the dial, including the depiction of Astro Boy himself is a new artwork by Tezuka Productions and is based on early illustrations by Osamu.
The movement is the rock steady Sellita SW300-1 élaboré grade movement. Which is the standard movement used in many Louis Erard watches.
And as usual, Louis Erard watches are always pitched at an approachable price point. In this novelty, it is just below CHF 4k for a 178 piece limited edition.
Release information
First partnershipof its kindand a meaningful one. The Louis Erard x AstroBoy marks the moment 2340 steps into cultural territory, through an icon that shaped the childhood of Manuel Emch and generations of fans around the world: AstroBoy.Behind the pop visuals, a deeper narrative. Astro Boy is more than just a hero. He’s a symbol of coexistence, empathyand resistance against discrimination, between humans, machines and everything in between. A hopeful view of a future that feels more relevant than ever. Only 178 timepiecesfor this “soul-full”collector’s item.“
“This is the first step in a long-term creative direction: working with cultural references that shaped our generation. The 2340 takesflight with a childhood icon: AstroBoy who left a mark on me, like he did on many others. I’m interested in creators and stories that matter, both emotionally and culturally. The 2340 is more than a new face, it’s a canvas. A platform to bring these references to life. AstroBoyis the first. There will be more: video games, cult icons, everything that shaped our collective memory.”
Manuel Emch
Watch facts that matter
- A cultural first: the first-ever Louis Erard watch to feature a pop culture collaboration.
- A 178-piece edition:limited production, no restock, made for collectors.
- Layered dial: Astroboy is fully applied on the dial, not printed, with layered volumes and depth that create a sense of motion.
- Original Tezuka artwork: created with Tezuka Productions, based on early classic Astroboy illustrations.
- A tribute in steel and titanium: built on the 2340 line, Louis Erard’s new sports watch integrated architecture.
- More than a watch: a timepiece about identity and the future we want to live in.
AstroBoy: a pop culture legend
From 1952 to today, created by the father of manga Osamu Tezuka, Astro Boy is a global pop culture legend. This little android was born from grief, built to replace a lost child and endedup fighting injustice with heart and humanity. A paradox: a robot more human than many humans. Astro Boy has become a worldwide symbol of hope, humanity and coexistence. For this special edition, Louis Erard partnered with Tezuka Productions, obtaining rights to use original illustrations from the classic Astro Boy series. Carefully adapted, layered and sculpted, Astro Boy is not printed on the dial: he’s applied, in volume, with a dynamic trail of smoke and motion that brings him to life. Behind him looms one of the series’ famous villains, subtly rendered in black. Between the two: Metro City, vertically satin-finished and deeply engraved into the dial. The caseback features a custom engraving. A tribute to Astro’s legacy and the future he fought for.
2340: a new platform of expression
The Astro Boy special edition is built on the foundation of Louis Erard’s newly launched 2340 collection: the first integrated-bracelet series in the brand’s history.It keeps its distinctive hybrid case with a brushed titanium body and polished steel crown, bezel and lugs; a slim profile at just 8.95 mm thick; as well as an integrated bi-material titanium & steel bracelet with brushed and polished finishes, developed over three years. The 2340 collection is a design and engineering milestone for Louis Erard and the new foundation for creative exploration at Louis Erard.
How Astro Boy powers up the 2340.
No indexes. No clutter. Just a story.This special edition reimagines the dial as a cinematic stage, where AstroBoytakes flight. From 6 to 12 o’clock, the dial is engraved with a Metro City backdrop with a vertical satin-brushed finish. The design builds depth through a multi-layered construction. Astro Boy, in full color, bursts from the dial with his smoke trail and cloud behind him; a stealthy black villain looms in the background, while a raised circular rehaut frames the scene, printed with a white minutes track and lit with a Super-LumiNova® SLN-C1blue glow. The layered dial construction features three applied elements: Astro Boy, the villain and the rehaut inner flange, plus a two-level engraved main dial for added dimension and texture.
Put childhood heroes on your wrist and humanity in your hands.
Louis Erard x Astro Boy specifications
Movement Automatic, Sellita SW300-1 calibre, 3 hands, 11½’’’, Ø25.60 mm, height: 3.60 mm, 25jewels, 28,800 VpH (4Hz), élaboré grade movement, special openworked oscillating weight with black lacquered Louis Erard symbol, approx. 56hours of power reserve(typical performance).
Functions HMS * Central hour, minuteandsecond hands.
Case Satin-finished titanium and polished stainless steel, Ø40mm, lug to lug: 41.50 mm, thickness: 8.95 mm, 3 pieces,sapphire crystal with anti-reflective treatment on both sides, closedcasebackwith ASTROBOY engraving, water resistant up to a pressure of 5 bars (50 m/165 ft).
Dial Dial base stamped with ‘Metro City’ motif and vertical satin-brushed finish; circular-brushed chapter ring with white transfer and LOUIS ERARD in blue-emission SLN-C1; vertically satin-brushed robot applique with black pad-printed ‘LE’ emblem; and satin-brushed Astroboy applique with coloured pad printing.
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.
Collaboration Watch developed in collaboration with Tezuka Productionsin a 178-piece limited edition
