Have you seen Louis Erard’s ‘404 error’ watch?

Find out what the whimsical statement in time means. Introducing The Le Régulateur Louis Erard X seconde/seconde/ Discover the meaning of the whimsical statement in time that this watch makes with the ‘404 error’ on the minutes display of this regulator format One of the most distinctive collections from the independent watchmaker Louis Erard is their Excellence line, which boasts mechanical complications with classical designs. Launched to celebrate the brand’s 80th anniversary in 2011, this collection embodies neo-classic aesthetics that capture the DNA of the brand as the spirit of fine watchmaking runs through each of these timepieces, led by the iconic regulator style. Over the years, these regulator timepieces have become an integral part of the brand’s ethos and have strengthened their identity. With offset hours and seconds, they create quite a dramatic statement visually, and make for good conversation starters. However, with their new Le Régulateur Louis Erard X seconde/seconde/ timepiece, the brand have successfully showcased how collaborations can work beautifully without diluting the core values of the parties involved. It won’t come as a surprise to those who have followed Louis Erard’s recent artistic collaborations, such as those with Alain Silberstein, Vianney Halter, and atelier oï watches. The Le Régulateur Louis Erard X seconde/seconde/ comes in a limited edition of 178 pieces and represents the brand’s four basic fundamentals: highest quality, timeless design, value for money, and expertise. Here’s a closer look. A classic style with a whimsical interpretation of timekeeping Though the regulator timepieces from Louis Erard have a distinct classical appeal and are for people who love the charm of an old-school, three-hand watch; they are a far cry from your typical dress watch. While the design takes cues from classical timekeepers, the execution is what makes a difference. The dials are almost always minimalistic, following an off-centre placement of hour and minute counters, resembling the figure ‘8’. Even in the chronographs, this symmetry is not lost and an extra sub-dial at nine o’clock balances out the counters positioned at 12 and six o’clock. With the new Le Régulateur Louis Erard X seconde/seconde timepiece, the brand have ventured into a more experimental zone by collaborating with French firm, seconde/seconde/, who specialise in customising vintage watches. Founded by Romaric André, the agency have worked on some vintage models, such as an Omega Constellation, a Rolex Air-King, a Jaeger-LeCoultre Memovox and a Zenith Pilot’s Chronograph. However, André's aim is not to change the watch style completely, but to offer a distinct change with minimal tweaks. MRP: ₹2,05,000 For more information, please call our Luxury Watch Helpline on [+91 8725028899](tel:08725028899), [+91 8725028882](tel:08725028882) [Click here to connect with us on WhatsApp]( The ‘404 error’ minute hand For the new Le Régulateur Louis Erard X seconde/seconde/, the brand have used their iconic regulator as the base. It’s here that André’s vision comes to life as he merges mechanical watchmaking with the digital world by representing the dreaded ‘404 error’ through the minute hand. Now everyone knows how the world is dependent on the internet and the pros by far outweigh the cons of this technology that has bridged the world together. And one is familiar with the ‘404 error’, which often pops up when one is trying to find a web page that is not online or doesn’t exist. Perhaps the message that they are trying to send is that both worlds, digital and analogue, need to coexist, putting to rest, once and for all, the debate over whether or not smartwatches will cause the death of mechanical timekeepers. Street-style art on a watch dial This new collaboration will come as no surprise to those already familiar with seconde/seconde/, Romaric André, and his appropriation of vintage watches for the Banksy generation (Banksy is an anonymous popular street artist). It’s here that the independent Paris-based creator uses the Louis Erard regulator as a blank canvas for his artwork combining diversion, iconoclasm and a mix of styles. The creator draws from contemporary culture, the internet, the streets and video games. For some watch purists, however, this might come as a bit of a shock because the design certainly strays from what one considers ‘normal’ watchmaking aesthetics. Louis error; ‘this hour does not exist’ For those who like a touch of modernity and whimsy thrown into the mix, this will certainly stand out. André’s designs command attention and serve as a reminder that watches are not only functional tools. They must still tell the time, of course, and in the most beautiful way possible, since watches are also a mark of personal identity. He has also tried to throw in a bit of humour with his ‘404 error’ representation on the minute hand—to say, ‘This hour does not exist.’ Except that this hand returns at the 45th minute to align with a blue plate at three o’clock to read ‘404 error’ represented in a familiar digital font. And at all other times, the dial simply reads ‘Louis error’. A little fun never harmed anyone, right! MRP: ₹2,05,000 For more information, please call our Luxury Watch Helpline on [+91 8725028899](tel:08725028899), [+91 8725028882](tel:08725028882) [Click here to connect with us on WhatsApp]( Deconstructing Louis Erard’s regulator-style Excellence watch “At first, I am guided by a drive for irreverence. And I am here to disrupt age-old balance, to break preliminary harmony,” expresses Romaric André. “It’s quite exhilarating to unseat the product—deconstructing the piece first, then reconstructing it to reveal an unknown side of it. In every watch, I see an opportunity to bring out a whole new perspective, whether it’s serious or lighter in nature.” Now his signature—the ‘hand-swap’ principle, has become a part of a contemporary watchmaking design game, which is aesthetically radical but technically harmless, where you replace one or more hands on an existing watch, to convey a strong message. In finely-polished steel, with an opaline dial and an automatic movement The rest of the watch remains conventional as it comes in a 42mm polished stainless steel case that frames an opaline dial with the instantly recognisable off-centred sub-dials found in the brand’s Excellence regulator timepieces. It is powered by an automatic Sellita movement, studded with 31 jewels, and offers a power reserve of 38 hours. This is visible through a sapphire crystal caseback and one can also see the special open-worked oscillating weight with the Louis Erard symbol. Water-resistant to 50m, the watch is presented on a brown nubuck leather strap. Continuing the work of their founder and honouring timeless watchmaking traditions, Louis Erard are reinterpreting haute horlogerie codes through contemporary language. By revisiting artistic crafts, they are opening up a plethora of possibilities with their non-conformist collaborations that may not be everyone’s cup of tea. However, the brand draw on their values to enhance mechanical timepieces, just as they have done with the new disruptive Le Régulateur Louis Erard X seconde/seconde/ timepiece. The 'Louis error' Le Régulateur Louis Erard X seconde/seconde/ in a nutshell - Case: Steel, 42mm - Glass: Domed sapphire crystal, with antireflective treatment - Caseback: See-through - Water resistance: 50m - Dial: White, opaline, regulator time display - Functions: Hours, minutes, seconds - Movement: Automatic Sellita calibre SW266-1; 38-hour power reserve - Strap: Brown nubuck leather, pin buckle - Limited edition: 178 pieces MRP: ₹2,05,000 For more information, please call our Luxury Watch Helpline on [+91 8725028899](tel:08725028899), [+91 8725028882](tel:08725028882) [Click here to connect with us on WhatsApp]( [Discover all watches from Louis Erard]( [Twitter]( [Facebook]( [Instagram]( [YouTube]( Ethos Watch Boutiques A chain of premium and luxury watch boutiques You are receiving this email because you signed up for communications on our website/at our store. 204-206, Second floor, Square One Mall, District Centre, Saket, New Delhi 110017 [Unsubscribe](