THE BRAND

HISTORY

ELECTRA Watches: "Honor the Past. Make it Better."

"People who want to follow rules amuse me because life is all about the exceptional."
– Jules Renard

ELECTRA: A Watchmaking Meteor

Some brands are born under exceptional circumstances, others rise from humble beginnings, and some shine brightly for a few years before fading away, like meteors in the world of watchmaking.

ELECTRA is an exceptional brand in more ways than one. In the late 1960s, several French and Swiss watchmakers came together to create and develop a new brand: ELECTRA. These companies combined their strengths to make ELECTRA a spectacular success. And by 1969, ELECTRA had sold 300,000 watches.

Designed to last, ELECTRA watches were already distinguished by their excellent quality-to-price ratio. The brand's dynamism was reflected in its diverse designs, utilizing some of the most reliable French and Swiss calibers of the time.

As ELECTRA was destined to thrive, a complete market upheaval abruptly halted the momentum of the young French brand. In May 1971, the company vanished, like so many others during a crisis that forever changed the delicate mechanics of watchmaking houses.

But, just like in Greek mythology, ELECTRA had not said its final word, and in 2024, a new brand emerged: the adventure of ELECTRA Watches could finally (re)begin.

The Horological Meteor was a Phoenix: The (Re)Birth of ELECTRA Watches

In 2024, it wasn't several brands coming together to launch a new watchmaking adventure, but rather a group of French watch enthusiasts who decided to make their dream a reality: to recreate a brand that bridges our past and present, combining timeless beauty with the energy of our daily lives. This is the mission of ELECTRA Watches: to honor the past while striving to surpass it, and always with style.