Three generations of successful watch entrepreneurs Ebel_Founder
In 1911 Eugène Blum founds, together with Alice Blum, née Lévy, an etablissage workshop in La Chaux-de-Fonds. By combining the first letters of both names — Eugène Blum Et Lévy — the artificial name “Ebel” is created. In 1932 Charles, the son of the founder, takes over the management of the company. He is building a sales network of the company and further expands it into many foreign countries. Under the direction of Blum’s grandson Pierre-Alain the company takes a significant upturn since the beginning of the 1970s and produces also wristwatches for Cartier. The company is meanwhile part of the LVMH Group and at the end of 2003 is incorporated by the Movado Group.
Sponsorship and testimonial campaigns – modern marketing
The brand belongs to those who as first practice the marketing principle of testimonial advertising, which is most common today, intensively and with great success. Well-known names with which is advertised are Boris Becker, Andre Agassi and Claudia Schiffer. With the slogan “Architects of Time” the brand won a great reputation in the 70s and 80s. Fitting to this motto is also the investment in the restoration of old buildings, as in a building with historic brick facade in downtown Manhattan, which serves as the seat of Ebel USA, or with the acquisition of Le Corbusier’s Villa Turca in La Chaux-de-Fonds, the birthplace of the famous architect. After a formal opening this is used as a public relations center of the company.
Another addition to the testimonial advertising is the now increasingly common marketing approach is the strategic opening of own brand boutiques in best city areas (called flagship stores). Here, too, Ebel is one of the pioneers: 1987 the first such presence is opened in London. In a short time more follow in the major cities in the world. Here not only watches are sold, but in the style of Must de Cartier also accessories such as jewelry, glasses or pens.EBEL-MAIN._CB320581865_
Models known for style and elegance
Besides the sports chronographs for men Ebel is particularly known for its delicate, feminine women’s models. To be mentioned as popular historical and current models of the Ebel watch collection are:
1911 Chronograph, 1911 Lady, Classic Wave, Beluga, E-Type, Discovery and Sportwave.Ebelwatches1911BTRPerpetualCalendarChronographRoseGold
Start to rise again
After it became quiet about the brand in the early 2000s, now one undertakes a fresh start with new leaders and new models in order to able to return to the times of success. With the collection 1911 BTR (Back to the Roots) one takes a return to the classic Ebel models in a slightly different, modernized design: larger case (44.5 mm) and wider bezel. An important focus are the in-house Calibre 137/139 (automatic chronograph), 240 (automatic GMT) and 288 (automatic chronograph perpetual calendar), which emphasize the increased focus on quality watch mechanics. All models of the series 1911 BTR are driven by in-house mechanical calibre, which were developed, assembled and tested in the Swiss Ebel studios. Each of these watches has a COSC certification as a chronometer.
More current model series are the series Ebel Classic Hexagon with the model Classic Hexagon and the updated series 1911 Discovery.
Spectacular chronographs as trendsetters
The reactions of the audience witness now that Ebel is on the way to revive the ancient splendor. With the spectacular series of chronographs 1911 Tekton the chosen path is now consistently pursued. In 2007/2008 exciting new partnerships concluded for five years with the renowned football clubs Arsenal and Bayern Munich stirred great attention. Not least because Ebel, with specially designed and avantgardist limited editions that provide specific functionality for measuring times at football matches, arouses the interest of watch collectors. Because in their own way, these watches are real new creations, also with regard to the movement constructions, and they stand out refreshingly from the familiar patterns of time measurement.
1911
On July 15th,Eugène Blum and Alice Lévy applied to register the Ebel brand for watches (Eugène Blum Et Lévy) with the chamber of commerce in the watch making capital, La Chaux de Fonds.
1912
EBEL brought out its first wristwatches.
1914
EBEL won a gold medal at the Swiss National Exhibition for patented ring watches with pallet escapement and hidden time setting. From then on, other brands ordered complete watches from EBEL for resale under their own name. This became the company’s main activity during the following decades.
1925
Grand Prix Commemorative Diploma at the International Exhibition of Decorative Arts and Modern Industry in Paris, for making High Jewelry Art Déco wristwatches in platinum, onyx, diamonds and emeralds.
1929
Charles-Eugène, the son of Eugène Blum and Alice Lévy joined the family firm in October. Together with the watchmaker Marcel Reuche, he introduced infallible production control systems, which guaranteed irreproachable quality.
The brand attracted demanding new clients, such as the VACHERON & CONSTANTIN brand ASTRAL.
Under the name PAUL BREGUETTE, EBEL created wristwatches specially for the American market.
1935
Diploma at the Brussels Uiversal Exhibition. Ebel was the first watch company to set up the “Western Electric” precision evaluation system.
1935 •Paris Diploma of Art and Technique.
1939-1945
Ebel went into watch production for the British Royal Air Force.
1952
Videomatic watch, including one of the first retort automatic movements.
1952
Châtelaine, a magnificent watch, inspired by the original design of the “Châtelaine” belt.
1961
Charles-Eugène Blum celebrated the firm’s 50th anniversary with the PRESIDENT model and EBEL caliber 059 with a winding crown that turned backwards.
1964
First prize at Swiss National Exhibition for the Lune Étoilée in the jewel watch category.
1970
Ebel won renown with Pierre-Alain Blum.
1971
EBEL’s turnover increased by 30%.
1973
Pierre-Alain bought a 70% stake in Ebel from his father Charles.
1975
Pierre-Alain Blum in sole control of brand.
1977
Creation of the SPORT CLASSIQUE line, which, with its famous wave design bracelet, was a huge success. EBEL commissioned to produce watches for CARTIER.
1982
Launch of the Chronograph SPORT-AUTOMATIK equipped with Zenith EL PRIMERO caliber.
1983
Launch of the Perpetual Calendar Chronograph.
1986
ARCHITECT OF THE TIMES introduced to mark the brand’s 75th birthday. Ebel acquired the Villa Turque at La Chaux-de-Fonds, a Le Corbusier building dating from 1916-1917.
1989
Launch of the Voyager.
1991
Launch of the Beluga Lichine.
1993
Launch of the Sportwave
Launch of the Lichine Tonneau
1994
EBEL joined the INVESTORS CORPORATION (INVESTCORP).
1995
Launch of the Modulor 1911 Chronograph.
1996
Pierre-Alain Blum resigned.
1997
Launch of the BELUGA.
1999
Launch of the E TYPE.
EBEL brand taken over by the LVMH group in October.
2001
Launch of the CLASSIC WAVE.
Remake of the 1911.
Introduction of the BELUGA MANCHETTE.
Launch of the SATYA.
2002
Perpetual Calendar.
Launch of the BELUGA TONNEAU.
Introduction of Jewel watch on the theme of MER OF THE SUD (Southern Seas).
2003
TARAWA line launched.
On 2 April, EBEL launched a new, unconditional 5-year international guarantee, including changing batteries and replacing bracelets.
Launch of the Haute Jewellery collection “Jewels of the Nuit”.
Launch of the 1911 La Carrée
Launch of the Tarawa
2004
Claudia Schiffer became the latest face of Ebel in a new advertising campaign in September 2004.
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