Louis Erard Excellence Petite Seconde Glass & Stones
The latest Louis Erard Excellence Petite Seconde Glass & Stones range comprises three models, including the Excellence Petite Seconde Aventurine, the Excellence Petite Seconde Lapis-Lazuli and the Excellence Petite Seconde Malachite. In true Louis Erard style, each model democratises what was hitherto the preserve of Haute Horlogerie. Once again, the brand from Le Noirmont disrupts the luxury watch market with its accessible approach to product excellence.
Some consumers are merely drawn to luxury items because they are accompanied by a hefty price tag. Their rationale is, ‘if it costs a lot, it must be good’. Other individuals select products because of a conspicuous logo, a signal to the world that ‘they have arrived’. Lastly, there is another category of luxury buyer, namely the discerning client.
Discerning clients are known to do their research prior to making a purchase. In some cases, they have amassed knowledge over a number of years and simply recognise excellence when they see it. Discernment is often accompanied by well-developed human senses. For instance, to appreciate the finest wine, the nose and tastebuds must be refined and capable of identifying the subtleties that distinguish an excellent wine from an acceptable one. Likewise, sartorially astute gentlemen will appreciate the touch and feel of Vicuña fabric and recognise the excellence of a beautifully cut suit.
The only problem with being discerning is invariably it involves spending a significant amount of money.
Louis Erard is a brand that knows about excellence. In recent years, it has not only delivered watches housed in high-end Grade 5 titanium and produced monopusher chronographs, but it has also released models made in collaboration with illustrious designers and watchmakers. Moreover, it has crafted timepieces endowed with hand-guilloché dials, grand feu enamel dials while encompassing super-desirable materials. And yet, despite the Jura-based brand embracing luxurious elements, it has somehow created watches that remain comparatively affordable.
On several occasions, I have spoken to Manuel Emch, CEO and artistic director of the luxury firm and enquired how the brand can deliver so much, for relatively little. His answer is refreshingly honest. Firstly, the brand accepts smaller margins than many of its competitors. In addition, Louis Erard doesn’t produce huge quantities of watches, often preferring to make limited editions in small numbers. With demand invariably outstripping supply, neither the brand nor its retailers incur the cost of holding large inventories. Finally, the Maison works closely with its chosen suppliers, often describing them as ‘partners’. In some cases, the components used for one model can be employed on alternative references, thereby achieving economies of scale. 
In 2021, the watch brand released three regulators in aventurine, lapis-lazuli and malachite. Each reference was limited to 99 pieces and offered for the modest sum of CHF 2,900. Needless to say, the watches disappeared like snow in summer.
Now, no doubt encouraged by the success of last year’s glass and stones models, Louis Erard has returned with three new references, this time based on its Excellence Petite Seconde model. Prospective wearers can choose from the Excellence Petite Seconde Aventurine, the Excellence Petite Seconde Lapis-Lazuli and the Excellence Petite Seconde Malachite.
Each model is housed in a 39mm case, a popular size at the moment due to its universal appeal. The brand’s attractive fir-tree rhodium-plated hands make a repeat performance, while the Sellita SW261-1 powers the indications with the added convenience of automatic winding. The Louis Erard Excellence Petite Seconde Glass & Stones models are presented on colour-coordinating calf-leather straps, featuring ‘functional catch spring bars enabling the strap to be changed quickly’.
Lastly, with each reference again limited to 99 pieces, exclusivity is assured. Oh, and before you ask, the models are all priced at CHF 2,500. Who said you need to be rich, to be discerning?
Further reading
Technical specifications
- Model: Louis Erard Excellence Petite Seconde Aventurine Ref. 34238AA32
- Model: Louis Erard Excellence Petite Seconde Lapis-Lazuli Ref. 34238AA35
- Model: Louis Erard Excellence Petite Seconde Malachite Ref. 34238AA39
- Case: Stainless steel; diameter 39 mm; height 12.25mm; water resistance 5ATM (50m); sapphire crystal to the front and exhibition case back.
- Functions: Hours, minutes, small seconds at 6 o’clock
- Movement: Sellita SW261-1 calibre; self-winding movement; frequency 28,800 vph (4Hz); 31 jewels; power reserve 38 hours
- Strap: Colour-coordinating calf leather with tone-on-tone attachment points paired with a polished stainless steel pin buckle
- Price: CHF 2,500 (RRP as of 27.9.2022)
- Limited Edition: Each reference is limited to 99 pieces