Five years into its bold new strategy, Louis Erard has made its intentions crystal clear: this is a brand unafraid to evolve. The latest proof? The Louis Erard 2340 is a watch that marks not just a new model, but an entirely new collection and design direction for the independent Swiss watchmaker.
Named after 2340, the postal code of Le Noirmont, where Louis Erard has called home since 1992, this timepiece represents a significant milestone—the brand's first integrated bracelet watch. And it's not just any integrated bracelet. This is two years of obsessive development distilled into a 92-component tapered five-link design that seamlessly bridges heritage sports watch aesthetics with contemporary refinement.
A Statement Bracelet
Let's talk about that bracelet, because it's the star of the show. Louis Erard hasn't simply bolted a bracelet onto a case and called it "integrated." The 2340's bracelet comprises 92 individual components—46 links and interlinks, two end links, 32 pins, and 12 screws—all working in harmony to create something genuinely special.
The construction is thoughtful: brushed titanium outer links contrast beautifully with polished steel center links in an oblong shape. It's a deliberate play on textures and materials that adds visual depth without screaming for attention. Each link is hand-beveled after assembly, a time-consuming process more commonly associated with haute horlogerie than watches at this price point. The bracelet tapers from 28 mm at the lugs to 20 mm at the spring-loaded butterfly clasp, which sits flush and concealed when worn.
The Hybrid Case
The case construction is equally clever. At 40 mm in diameter and just 8.95 mm thick, the 2340 wears comfortably on a wide range of wrist sizes. But what's particularly smart is Louis Erard's use of materials: the mid-case is brushed titanium for lightness and wearing comfort, while the integrated lugs, bezel, crown, and caseback are polished stainless steel for structural integrity and visual contrast.
Four polished gadroons (decorative ridges) on each side of the case serve double duty—they're a distinctive design element and also cleverly hide the bracelet attachment points. The result is a case that's 30% lighter than a full-steel equivalent, yet still feels substantial and well-engineered. Water resistance is rated at 50 meters, perfectly adequate for a sports-chic timepiece.
Three Distinctive Dials
Louis Erard is offering the 2340 in three dial variations, each with its own character. The dial features an oblong stamped "pill" pattern that playfully references both the dial color and the capsule-shaped logo at 3 o'clock. The Mint Green ref. 35123TA11.BMT12 is the most unconventional of the three and likely to be the most divisive—but that's part of its charm.
Then comes the Slate Blue and Deep Blue references 35123TA02.BMT12 and 35123TA01.BMT12 respectively. Both dials use a horizontal lined texture that echoes the bracelet's center links, creating a cohesive visual language across the watch. The slate is more subdued and versatile; the deep blue is more saturated and statement-making.
All three dials feature floating diamond-cut hour markers with a blue-emitting SuperLumiNova coating, brushed and polished baton hands, and a railroad-track chapter ring with the Louis Erard name subtly integrated into the design.
Inside: A New Calibre
Powering the 2340 is the Sellita SW300-1, marking the first time Louis Erard has used this particular calibre. At just 3.6 mm thick, it's a slim automatic movement that helps keep the overall case height down. Louis Erard has customized it with a black-lacquered, openworked rotor bearing the brand's signature. The movement offers approximately 56 hours of power reserve and runs at 28,800 vph with 25 jewels.
On the Wrist & Price
At its price point, the Louis Erard 2340 occupies fascinating territory. It's not competing with luxury sports watches from the major houses, but it's offering a level of finishing, thoughtfulness, and wearing comfort that punches well above its price point. The hand-beveled bracelet links alone speak to a commitment to quality that's increasingly rare at this price.
Importantly, this is not a limited edition. Louis Erard is building the 2340 as a foundational piece—a watch meant to last and grow as a collection. It's a statement of intent from a brand that's spent the last five years proving it has plenty to say.
Sticker Price CHF 2,990—approx USD 3,750. More info on Louis Erard here.
