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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.<\/p>\n\n\n\n
\u201cThis is the first step in a long-term creative direction: working with cultural references that shaped our generation,\u201d Emch says. \u201cThe 2340 takes flight with a childhood icon: Astro Boy who left a mark on me, like he did on many others. I\u2019m interested in creators and stories that matter, both emotionally and culturally. The 2340 is more than a new face; it\u2019s a canvas\u2026 Astro Boy is the first. There will be more: video games, cult icons, everything that shaped our collective memory.\u201d<\/p>\n\n\n\n
Emch and I are roughly of the same age, and it\u2019s 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\u2019s taken a more refined path \u2014 one where design, culture, and watchmaking meet on equal terms.<\/p>\n\n\n\n The 2340 takes flight with a childhood icon: Astro Boy who left a mark on me, like he did on many others.<\/p>Manuel Emch<\/strong>, Co-owner and Chief Executive Officer<\/mark><\/cite><\/blockquote><\/figure>\n\n\n\n The Louis Erard x Astro Boy 2340 is a 178-piece limited edition, built on the brand\u2019s 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\u2019s legacy and the future he fought for.<\/p>\n\n\n\n
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