Louis Erard Enters the Integrated Sports Watch Arena with its New 2340 Collection

Once the domain of high-end brands, the integrated sports watch genre is on fire and the market is flooded with thousands of models, ranging from downright affordable ones, such as Tissot’s PRX, all the way up to AP’s Royal Oak, and everything in between. A somewhat unexpected move, the latest player to take the plunge is Louis Erard, a brand we have come to associate with original collaborations and métiers d’art dials at affordable prices. Following two years of R&D, Louis Erard presents the 2340, a sporty-chic sports watch in steel and titanium with an integrated bracelet, bearing the name of the postal code of Louis Erard’s headquarters in Le Noirmont.

To earn the distinction of joining the integrated (luxury or not) sports watch club, there are a couple of unwritten but hallowed rules: a shaped case, a thin profile, a raised bezel, mixed finishes, a textured dial, a decent water-resistance rating and a bracelet that is integrated into the design. Measured against this list, the 2340 complies with all the specifications, although we might quibble with one (explained later).

Using a mix of titanium and steel, the 40mm flat cushion-shaped case has a slender profile of 8.95mm and a raised bezel. To confer lightness, the case middle is made from titanium, while the lugs, bezel, crown and caseback are made from steel. True to the genre’s mandates, the case middle is vertically brushed, and the steel elements are polished. An original detail is the four polished steel “gadroons” on the corners of the case, which bend slightly and extend to the first fixed, non-articulated link of the bracelet. Whether they are merely decorative or designed to support the union of the case and bracelet remains to be seen, but their rounded shape is echoed in the oblong polished middle link of the bracelet.

Given that the caseback is screwed down, the 50m water-resistance rating is slightly disappointing in a sporty-chic sports watch. One last thing regarding the 41.5mm lug-to-lug measurement announced by the brand… because it does not factor in the first fixed link of the bracelet, the span is closer to 48mm.

CEO Manuel Emch is particularly proud of the integrated bracelet, and rightfully so. Comprising 92 components, the bracelet flows seamlessly from the case with brushed titanium outer links and oblong, polished steel centre links. Features more associated with high-end watches, each link is bevelled by hand after assembly, and the tapering bracelet (from 28 to 20mm) is fastened with a spring-loaded folding clasp that is completely concealed on the wrist. Having taken so much care in designing the bracelet, it’s a shame that it is not equipped with a quick-release system or a micro-adjustment device… perhaps in the future.

The textured dials come in three colours, Mint Green, Slate Blue and Deep Blue. The Mint Green dial caught our eye with its groovy pattern of raised oblongs, echoing the middle links of the bracelet. The blue dials, on the other hand, feature wide horizontal gadroons. The diamond-cut hour markers and baton hands feature rounded tips to match the oblong link and are treated with blue-emission Super-LumiNova. A feature that will please many is the absence of a date window. Another fun touch is the minutes track, which replaces numerals with the letters of Louis Erard.

Powered by a Sellita SW300-1 automatic, an alternative to the ETA 2892-2, this slim 3.6mm élaboré grade movement has a customised rotor, beats at a frequency of 28,800 and delivers a respectable power reserve of 56 hours.

The three new Louis Erard 2340 references retail for CHF 2,990. While not cheap, this is a pretty decent price for an integrated, sporty-chic watch with a predominance of titanium elements, a well-built bracelet and coherent design language throughout. More information at louiserard.com.