Baselworld 2014 - These brand you (might) not know, but...

Baselworld 2014 – These brand you (might) not know, but…

by Olivier Müller

Baselworld is, for sure, the place to discover the watchmaking blockbusters, from Rolex to Patek Philippe, from Omega to Zenith, from Breitling to TAG Heuer, through Chopard and a few thousand others. However, endless corridors of the Messe Platz are also the place to have firsts contacts with more discreet brands, yet with interesting products.

Baselworld 2014 – Tradition first

Amongst these, Ernest Borel, with a simple yet very attractive three hands watch. This timepiece honours Jules Borel, the watchmaker who co-founded the company in 1856. Beneath an exterior that takes its style from the first wristwatches of the twentieth century beats an automatic movement whose timekeeping performance has been certified by the Contrôle Officiel Suisse des Chronomètres (COSC). This carefully crafted gem of precision and reliability resides in an 18K pink gold case. Elegance of classical horology ! (

Baselworld 2014 - Ernest Borel Watch

Baselworld 2014 – Ernest Borel Watch

And have you ever heard of Auguste Reymond ? Far removed from the vagaries of fashion, the new Elégance line by Auguste Reymond focuses on harmonious shapes that are destined to transcend time. Featuring classical lines, it comes in different versions available in small series, the exact opposite of mass production. For the small family business founded in 1898 in the peaceful Swiss Jura village of Tramelan, true luxury implies the authenticity of traditional skills still exercised in traditional ways. (

Baselworld 2014 - Auguste Reymond Elégance Watch

Baselworld 2014 – Auguste Reymond Elégance Watch

Last but not least on the tradition side, Armand Nicolet, also coming from Tramelan. The O.H.M collection invites on a journey through time, to the heart of the Armand Nicolet workshops, where the original movements beating at its heart sprang to life during the 1950s and 1960s. As custodians of a tradition inherited from their forefathers, today’s master-watchmakers have patiently restored and reassembled these historical mechanisms by hand, while showing profound respect for ancient skills. The latest addition to this collection, the L14 model, features an authentic 1957 calibre housed in a series that is limited to the number of movements found, namely 499. (

Baselworld 2014 - Armand Nicolet O.H.M

Baselworld 2014 – Armand Nicolet O.H.M

Baselworld 2014 – Sports Track

On a more sporty horizon, Eberhard will unveil a new version of its Chrono 4. Featuring its iconic counters lined up along the same horizontal axis, an exclusive feature of Eberhard & Co, the famous Chrono 4 adopts an even sportier look this year in its original 40 mm steel case. The black counters creating a tone-on-tone effect with the dial are lit up by silver-toned rings echoed by the Arabic numerals that stand out against the hollowed luminescent studs. The chronograph sweep seconds hand lends a very dynamic touch of red also featured on the 24-hour counter hand. (

Baselworld 2014 - Eberhard & Co Chrono 4 Watch

Baselworld 2014 – Eberhard & Co Chrono 4

Baselworld 2014 – Moon Attraction

Under the 1000 CHF, Aerowatch will offer a interesting bet with the Collection 1942 « Night & Day ». Intended to accompany every moment in a woman’s life, this creation by Aerowatch distils a vision of time imbued with poetry and refinement. Its dedicated mother-of-pearl day/night disc features a radiant sun in the first part of the day, which gives way to the moon when night falls. The star-studded sky is depicted on the white mother-of-pearl dial with with eight diamonds. (

Baselworld 2014 - Aerowatch Collection 1942 « Night & Day »

Baselworld 2014 – Aerowatch Collection 1942 « Night & Day »

For those who are definitely attracted by the moon, apart from Aerowatch, the old Rodania brand offers the Tyara Moon. With this watch, the brand gives its very personal portrayal of time imbued with elegance. A starry sky stands out against the mother-of-pearl dial, further graced by generous Roman numerals. The pure lines of this watch embody a subtle harmony between the classicism of traditional watchmaking and a more contemporary touch with a fashion twist. (

Baselworld 2014 - Rodania Tyara Moon

Baselworld 2014 – Rodania Tyara Moon

    Author Bio

    Articles by Olivier Müller


    Olivier Müller is a professional journalist specialising in horology. He divides his time between Geneva and Paris, covering horology-related topics for a dozen or so magazines and specialist websites in Europe. He is also a regular speaker at various events. In 2008, Olivier Müller set up Delos Communications to manage the writing side of his business, spanning five European countries. Delos Communications also provides consultancy services for horological communication, helping brands as they define and implement their strategy in terms of positioning, messages and audience. In addition to the world’s two largest watchmaking groups, Delos Communications’ clients include a broad range of emerging independent brands, as well as public-sector bodies keen to promote their local watchmaking heritage. Five people work for the agency, including a journalist, a photographer, a community manager and a translator, all with expertise in the world of watchmaking.