Do you remember Astro Boy, with his spiked hair and rocket-powered feet? For many of us who grew up in the 1980s, he was one of the first Japanese heroes to cross borders — an early glimpse into a world of imagination, technology, and heart. Now, nearly seventy years after his creation, the little robot returns in an unexpected form: as the face of the Louis Erard x Astro Boy, a collaboration that brings together Swiss mechanical precision and Japanese cultural storytelling. It’s the first time the independent Swiss watchmaker has entered pop culture territory – and it does so with the kind of restraint and purpose that defines the brand.
Founded in 1929 in the Swiss Jura, Louis Erard has long been admired among enthusiasts for its traditional craftsmanship and mechanical integrity. Under the leadership of Manuel Emch, the company has undergone a quiet revival – blending classical watchmaking with creative collaborations that make the brand relevant to a new generation of collectors.
“This is the first step in a long-term creative direction: working with cultural references that shaped our generation,” Emch says. “The 2340 takes flight with a childhood icon: Astro Boy 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… Astro Boy is the first. There will be more: video games, cult icons, everything that shaped our collective memory.”
Emch and I are roughly of the same age, and it’s easy to understand how Astro Boy left a mark on him as well. Before joining Louis Erard, he was the youngest CEO in the Swatch Group and later led RJ Watches (Romain Jerome), where he created the Generational Icons series – collaborations that reimagined childhood references such as Super Mario and Space Invaders through Swiss craftsmanship. With Louis Erard, he’s taken a more refined path — one where design, culture, and watchmaking meet on equal terms.
The 2340 takes flight with a childhood icon: Astro Boy who left a mark on me, like he did on many others.
Manuel Emch, Co-owner and Chief Executive Officer
The Louis Erard x Astro Boy 2340 is a 178-piece limited edition, built on the brand’s new 2340 line, its first integrated sports watch. Crafted from titanium and steel, it houses an automatic Sellita SW300-1 movement with a 56-hour power reserve. The dial tells the story: Astro Boy is applied in layers, not printed, creating depth and a sense of motion as he flies across a vertically engraved skyline of Metro City. Behind him, one of his well-known villains emerges in shadow, while the caseback bears a custom engraving – a tribute to Astro’s legacy and the future he fought for.
Created in 1952 by Osamu Tezuka, Astro Boy was a symbol of coexistence between humans and machines. His message of empathy and progress resonates strongly today, as technology once again forces us to define what it means to be human. That makes this collaboration feel less nostalgic and more timely – a reflection on how culture and craftsmanship continue to mirror one another.
The Louis Erard x Astro Boy 2340 occupies a space between collectable and wearable, appealing to those who appreciate both heritage and modern design. It’s a measured collaboration – thoughtful, technically sound, and quietly meaningful. In combining Swiss precision with a Japanese icon, Louis Erard has reminded us how shared stories endure, even in the most unexpected forms.
LOUIS ERARD x ASTRO BOY
Edition: 178 pieces only
Case: 40 mm titanium and steel
Movement: Automatic Sellita SW300-1, 56-hour power reserve
Price: CHF 3,990
Website: www.louiserard.com
