On 15 January 2020, the “Romance 1856” train named after Ernest Borel embarked on its maiden journey in China. Officiating at the ceremony was Wen He, CEO of Ernest Borel Holdings Limited, who delivered a speech to commemorate the historic moment when the train set off with guests on board. The inauguration of Ernest Borel’s “Romance 1856” train marked the beginning of the brand’s nation-wide campaign in 2020, with a view to speeding up brand-building efforts in China. Within and without the train compartments, striking body wraps turn heads alongside posters and door pane stickers, overhead spreads, table top stickers, headrest and LED screens, painting a picture of delicate romance that heralds the dreamy and wonderful journey ahead. The all-round and immersive visual experience is sure to spread and promote the brand image effectively. Inside the compartments, a friendly voice announces, “Dear passengers, the train will soon arrive at Guangzhou South railway station, the last stop of this journey. This message is brought to you by Ernest Borel.” The intimate message delivers a rush of romantic and heartfelt happiness to passengers, evoking a sense of elegance and cosiness attached to the excellent services of Ernest Borel. Everlasting Moment—a Brand New Page for Ernest Borel Campaign Established in 1856, Ernest Borel has been upholding romance and precision as the principles for its mechanic beauty, earning it the reputation of “the paragon of Swiss-made couple watches”. But the story does not end there—the brand combines professional craftsmanship and grace to bring to its customers a unique shopping experience steeped in romance. Leveraging speed as the catalyst of economic growth in major hubs, the high speed railway of China is rewriting the history of railroads, building an expressway for greater influence which defies distance and time, just as Ernest Borel’s everlasting love that knows no bounds. The Ernest Borel “Romance 1856” high speed rail has now embarked on an express journey! Using on-train media as a conduit between passengers and the brand, the message of romantic and heartfelt happiness is duly spread through a holistic platform to embody the brand’s relentless pursuit, thus elevating the brand to new heights in terms of brand presence and reputation. As always, Ernest Borel is honoured to bring love to you, your family, your friends and beloved, non-stop. A whole new chapter in the romantic story of Ernest Borel begins in 2020!
In the Summer of 2019, Ernest Borel celebrates a decade of fruitful partnership with Brand Ambassador Kelly Chen in ‘Romantic Wonders’ Advertising campaign. The enchanting charisma of the Asian pop diva is channelled into three distinctively romantic styles, lending her own brand of elegance to Ernest Borel’s horological expression of stylish romance. In the past 10 years, Kelly has been the face of romance in an indelible collection of the Swiss watchmaker’s campaigns. Her image, evolving from angel to mermaid and to romantic traveller, gets a divine spin in 2019 to become the Goddess of Romance who decipher the code of eternal love with Ernest Borel. Faithful to the brand philosophy of romance, elegance and vogue for 163 years, Ernest Borel is dedicated to the pursuit of watchmaking craftsmanship, through which the essence of eternal love is conveyed as the brand confirms its leading position as the paragon of Swiss-made couple watches. As a soulmate of Ernest Borel for 10 years, Kelly has enlivened the brand ethos ‘Romantic moments’ with her passion for exquisite lifestyle, her independence and confidence, her poised elegance, and her fairy-tale romance with her husband. For the new campaign, Ernest Borel taps famous photographer Sam Wong to capture Kelly in three different but complementing styles, each of them envisioned by Yee Chung Man, the Hong Kong Film Awards-winning costume designer and art director to bring out the multi-faceted beauty of women. The first style is inspired by Romantic Gift. It depicts Kelly, in all her grace and intuitive wit as a modern women, exulting at the gift presented by her lover. The second is themed after Eternity Love, where Kelly, clad in an champagne colour evening dress and an IP rose gold & stainless steel watch set with diamonds-Eternity Collection, dazzles in her subtle grandeur. Her elegance and sophistication is the perfect embodiment of the time-transcending love. The third concept is Blossoming with grace, an eloquent expression with Kelly in a ruffled dress in dusty pink, whose beauty unfurls like the spinning petal-inspired discs of the watch she wears. Her captivating gaze, overflown with passion and love, alludes to the enchanting tableau of dancing butterflies which adorns the dreamy Cocktail Collection. There was a pleasant intimacy to the photo shoot where sweet romance was in the air. Despite the decade-long partnership with Ernest Borel, Kelly said she still felt the mesmerising power of the brand’s 163 years of watchmaking savoir-faire and heritage. She happily shared a childhood anecdote about her first watch given by her father. ‘I was in the first year of my primary education when my father bought me a watch to teach me how to read time and remind me of its preciousness. I still remember how it looked, with a lid covering the dial.’ Since then, Kelly has developed the trait of punctuality. As witty as she is easy-going, Kelly exhibits the very essence of romance and elegance in her demure demeanour.
(13 September 2018, Guangzhou) On 13 September 2018, world-famous Swiss watchmaker Ernest Borel unveiled its Fall 2018 collection at Guangzhou. The occasion was graced by Mr Tao Li who made his first public appearance in his tenure as General Manager of Ernest Borel Holdings Limited. He was joined by the new faces of the brand, namely international model Harin Moon and ‘Mister International’ Seung Hwan Lee, in the event where attending guests were immersed in the timeless romance shaped by Fall 2018 Ernest Borel timepieces. The design concepts of the three product lines featured in the event, as well as the latest Swiss watchmaking trends, were topics of the sharing session headlined by Ernest Borel’s master artisans whose design flair was reflected in the brand’s latest horological creations. Also speaking in the session was Mr Chang Wei, Founder of Watchina; director of Beijing Collectors’ Association; and member of the jury of Grand Prix d’Horlogerie de Genève, who shared his insights into watchmaking history, the legacy of Ernest Borel and the collection of rare timepieces. In September 2018, Ernest Borel presented its latest creations for fall. The bespoke collection envisaged by master Swiss artisans continues to ooze with superior craftsmanship through individualistic details that shape the tripartite ensemble for couples, women and men. The three main product lines in the watchmaking world of Ernest Borel encapsulate the romantic quintessence of the Swiss watchmaker for the young and discerning to sport their stylish statement in the universal language of elegance. The romantic spirit of Ernest Borel lent itself to the theatrical prelude to the launch event, where the brand’s pas de deux logo came to life as two travellers in search of the right inheritor of their family heirloom. Amid the romantic melodies, memories from the past regained their lustre in a ballroom scene where Ernest Borel met a beautiful girl more than a century ago. The beautiful moments of the two dancing together were captured in photos, which ignited Ernest Borel’s inspiration in his creation of the romantic logo of the eponymous brand. Housed in a jewelled box as a treasured heirloom, the logo became the point of departure for a new journey into romance. Fast forward to the present and with a change in the theme tune, the new generation heir to the treasure took to the stage – the door opened to reveal Mr Tao Li, General Manager of Ernest Borel Holdings Limited, who took over the centennial legacy of Ernest Borel encapsulated in the jewelled box. This symbolic gesture heralded the brand’s continuous pursuit of excellence and craftsmanship, that will shine through history. “We will follow the footsteps of our predecessors in our pursuit of excellence by offering global aficionados the most beautiful timepieces that suit their character, demeanour and needs,” said Mr Tao Li. The event culminated in a dance performance that reinterpreted the passage of time from an artistic lens. The design concepts of Ernest Borel’s three product lines from the latest collection came to life in the elegant choreography. The enchanting performance was followed by a runway show where the new ‘Romantic Ambassadors’ – Harin Moon and Seung Hwan Lee – showcased the Fall 2018 collection of Ernest Borel with other models. They were joined by Mr Tao and the attending master Swiss artisan again to officiate at the launch ceremony. Introduced by Mr Tao to the attending guests, the new ‘Romantic Ambassadors’ immortalised the quintessential image of Romantic Couple that combines the elegant femininity as embodied by the Feminine Series and the debonair masculinity encapsulated in the Casual Series. With the dynamic but sophisticated demeanour that chimes with the modern elegance of Ernest Borel, Moon and Lee are the perfect face of the brand’s ‘Romantic Moments. Flown in from Switzerland for the occasion, the design maestro behind the latest Ernest Borel collection engaged in a pleasant talk with Mr Tao, and Mr Chang Wei, founder of Watchina; director of Beijing Collectors’ Association; and member of the jury of Grand Prix d’Horlogerie de Genève, on the stage. Informed by his deep reservoir of knowledge in the horological field, Mr Wei shared his insights into the watchmaking history and the extraordinary heritage of Ernest Borel, as well as part of his collection of rare watches. The world-renowned designer of timepieces, on the other hand, shed light on the latest development trends in the international watch market. He then painted the design concepts of the three major seasonal product lines in the light of the latest fashion trends. As brief as it was inspirational, the talk added to the immersive experience of the memorable evening. The three major product lines of Ernest Borel Fall 2018 collection, namely the Romantic Series (a collection that seals the brand’s reputation as watchmaker for ‘romantic couples’); the Feminine Series (the glamorous statement of ‘elegant women’); and the Casual Series (the men’s collection that celebrates the effortless versatility of ‘urban gentlemen’), is set to delight a broad spectrum of customers with a new aesthetic experience that embodies an elegant, romantic and quality lifestyle. The sediments in the long river of time is imprinted in the horological world, where every romantic moment that links the past, the present and the future, is traced through the moving hands on the dial. In its relentless pursuit of excellence, Ernest Borel will build on its enduring values of romance and craftsmanship!
Baselworld, the world’s most anticipated watches and jewelry fair, will be held between 22nd and 27th March 2018. Revered as the ‘paragon of Swiss couple watches, Ernest Borel, the premium Swiss watchmaker known for its romantic and elegant design lexicon, blends masculinity with femininity in innovative creations crafted to perfection with meticulous workmanship. Celebrating 162 years of refulgent history, the Swiss maison launches its latest timepieces in mid-March in a world-renowned extravaganza of Haute Horlogerie. In 2018, Ernest Borel takes cues from multiple sources of inspiration to design a fleet of carefully curated novelties. Along with the upgrade of ‘Retro Automatic Collection’ and ‘Iris Automatic Collection’, the brand also makes a statement in the world of horology with its brand-new ‘Grandeur Automatic Collection’ inspired by European architectural style. The new Grandeur Automatic Collection captures the essence of Gothic architecture in the form of watches, adorned with a unique Northern Hemisphere miniature, to elicit an impeccable visual experience for the wearer. New additions to Retro Automatic Collection signify the renaissance of antique pocket watches crafted with contemporary watchmaking skills. Iris Automatic Collection expands its offering with even more intricate craftsmanship by skilled artisans to create details of graceful femininity in an innovative rendition of the romance of butterflies and flowers depicted by designers.
（7 July 2017, Chengdu, Sichuan）Celebrating its 161st anniversary, the world-renowned Swiss watchmaker Ernest Borel sailed east with the Braque collection in a romantic journey that reached the “Land of Abundance”—Chengdu. Joining Ernest Borel in this sail where classic aesthetics crossed path with modern style were two brand ambassadors of Ernest Borel, namely the “Romantic Screen Siren” Kelly Chen and the “Prince Charming” Raymond Lam, who officiated at the Chengdu event by performing a turn at the helm with Mr Sit Yau Chiu, Chairman and CEO of Ernest Borel Holdings Limited, and Mr Renaud de Retz, CEO of Ernest Borel SA, marking the extraordinary moment when the expert Swiss horologist embarked on the journey to excellence with attending guests. In the Chengdu launch event, the romantic traits of Ernest Borel were eloquently translated into a grandiose stage inspired by European architecture, where the amorous leitmotif took the form of a love padlock that linked attending guests with the brand. “Eulogised as the ‘Land of Abundance’, Sichuan, and especially its capital city Chengdu, is prized for its natural and cultural treasures. Chengdu is a romantic and nostalgic city where History has left a mark on its myriad facets. This intrinsic bond with history, romance and cultural substance strikes a chord with Ernest Borel. This launch event affords us the pleasure to share with friends from Chengdu the stringent Swiss watchmaking standards and the quintessential style of Ernest Borel’s romantic timepieces,” Mr Sit Yau Chiu, Chairman and CEO of Ernest Borel Holdings Limited, commented. Heralded by romantic melodies and a pair of elegant silhouettes on the screen, Ernest Borel ambassadors Kelly Chen and Raymond Lam made a dazzling entrance to the stage. They gave the brand’s latest endeavour their best wishes while sharing with attending guests their 10-year romantic journey in partnership with Ernest Borel, one that engaged the imagination of all guests. The event culminated in the officiating ceremony that marked the launch of the new Braque chronograph collection, where Ernest Borel Holdings Limited Chairman and CEO Mr Sit Yau Chiu and Ernest Borel SA CEO Mr Renaud de Retz joined Kelly Chen and Raymond Lam to perform a turn at the helm that symbolised the beginning of a “journey to excellence”. Greeted with deafening ovation, the ceremony was followed by a captivating dance performance that narrated the romantic and timeless love with elegant and stylised movements. In the catwalk show that followed the dance, Kelly Chen and Raymond Lam showcased the latest creations of Braque chronograph collection with other models. Their elegant and stylish demeanour complemented the sophisticated aesthetic of the collection, lending itself to the unique glamour of Ernest Borel Braque chronographs. The passage of time bears witness to the growth of Ernest Borel from the past to the future! True to its belief that “Romantic moments last a lifetime”, the Swiss master watchmaker will sail on in its much-anticipated course towards romance and excellence.
The 45th BASELWORLD 2017 will be held in Basel, Switzerland. With 161 years of heritage, Ernest Borel is pleased to invite you to experience the new classic and elegant collection at the World Watch & Fine Jewelry Show. Do visit us at our booth located in Hall 5.0 – Stand A01