ounded by Georges Eberhard in 1887 in La Chaux-de-Fonds and acquired by the Monti family in 1969, Eberhard & Co. has demonstrated remarkable continuity by focusing on its flagship product: the chronograph. As early as 1919, the brand released its first wristwatch equipped with this complication. And throughout the 20th century, the company refined this specialty by incorporating features such as the flyback, hour counter, and split-seconds (rattrapante).

This legacy led to the creation of several legendary models that were innovative products of their time: the 1940 Extra-Fort, the 1960 Contograf, the 1992 Tazio Nuvolari, and the 2001 Chrono 4 with its distinctive layout of four aligned counters.

©Archives Europa Star

©Archives Europa Star

Eberhard & Co. among the finest Swiss watch brands, in the pages of Europa Star, 1951-1953.

©Archives Europa Star

Today, Eberhard & Co. continues this pursuit with absolute focus, typically releasing just one key model per year to make an indelible impression, in contrast to other brands with a deluge of new references, often at the expense of message clarity.

Ginevra Ripamonti represents the third generation of the brand taken over by her family in 1969.

Strategic ascent

For its next endeavour, Eberhard & Co. drew inspiration from the 1930s and 1940s through its museum at the historic Maison de l’Aigle in La Chaux-de-Fonds, notably a 1935 chronograph with dual pushers and a flyback function, and developed two exceptional high-end chronographs.

The brand has returned to its historic headquarters in La Chaux-de-Fonds, where it has also inaugurated a museum to showcase its rich heritage.

The first is the Chronograph 1887 Limited Edition (ref. 31081), a hand-wound mechanical watch limited to 250 pieces. The second is the Chronograph 1887 Automatic (ref. 31082) with a self-winding movement. Both are equipped with column-wheel and flyback calibres, developed with AMT Manufacture, boasting a special lever system that allows the chronograph reset pusher to be moved coaxially with the crown. Their vintage aesthetic is evident in details like the spiral tachymetric scale at the centre of the dial and the telemetric scale.

This Chronographe 1887 Limited Edition (250 pieces) ref. 31081 has been added to the 1887 collection inaugurated in 2019 by Eberhard & Co. which pays tribute to the brand’s founding date and includes watches with exclusive calibres.

Chronographe 1887 limited edition ref. 31081

Unveiled during Eberhard & Co.’s debut at Watches and Wonders, these models not only reflect the brand’s ambition to move upmarket and expand globally (with recent entries into key countries like Brazil, the United Arab Emirates, and India) but also marked the public introduction of a fresh voice for the company.

Enter the next generation

Ginevra Ripamonti, who serves as marketing coordinator for new markets, represents the third generation of the Monti family at Eberhard & Co. “I joined the company in 2023,” she explains, “and I’m working to create more connection with younger generations. Digital is certainly part of this approach, but we won’t neglect other media. Above all, we have a story that is particularly appealing to them, which is a great advantage. Our most important asset is our independence as a family business. We will communicate in a different style, while staying true to our message, heritage, and core values. We will also share more about what happens behind the scenes.”

©Archives Europa Star

©Archives Europa Star

The centenary of Eberhard & Co. celebrated in 1987 in Europa Star.

©Archives Europa Star

Within the brand’s elevation strategy, joining the watchmaking “inner circle” by exhibiting at Watches and Wonders was a logical step. “We participated in the Basel fair for over 70 years and our presence at Switzerland’s premier watch show has always been a priority,” notes CEO Mario Peserico. “We wanted to be there because we are part of the Swiss watchmaking history. When we saw that Geneva reopened its doors, we applied and were accepted. We were happy to be there, to showcase our heritage. It’s simply the place to be.”

Mario Peserico, CEO of Eberhard & Co, shares his strategy for elevating the brand.

Despite the costs involved, the brand concluded it had received 2.5 times more journalists than at the previous edition of the Basel fair, delivering favourable marketing returns. “Moreover, we immediately noticed the difference with our customers, particularly a very positive response from the key market of China,” Peserico adds. “We opened three new markets during the show. Being present was the right decision, and the investment was well worth it.”

A stark reality

This investment extends to the brand’s flagship product: the new chronograph. Offered in two variants at 7,000 CHF, it marks a significant step upmarket – a strategy that began in 2019 with the brand’s return to La Chaux-de-Fonds. A decade ago, its price range was between 2,000 and 2,500 CHF.

The Chronographe 1887 Automatic ref. 31082 is also inspired by original chronographs from the 1930s and 1940s housed in the Eberhard & Co. Museum in La Chaux-de-Fonds.

Chronographe 1887 Automatic ref. 31082

“We do not forget what we have achieved in this segment, but the market is changing and we have the foundation and legitimacy to evolve with it,” emphasises Mario Peserico. “Because over time, it will be even more challenging to produce affordable watches independently in Switzerland, especially when competing against the groups. We do not have the economies of scale to rival them.”

The Chronographe 1887 Limited Edition (ref. 31081) is also available with a black dial.

With this in mind, the brand is transitioning out of this segment with a very clear plan: “The idea is to introduce models up to 10,000 CHF – though our average price point will remain lower – over the next three to four years. The Chronograph 1887 is an exceptional piece that sets the direction for our future. The real turning point was the creation of our manual winding movement in 2019, on which we will continue to build. After reinterpreting chronographs from our heritage, we’ll move onto split-seconds models and then explore other complications like minute repeaters.”

An inherent advantage

Producing approximately 16,000 watches annually, the brand plans to gradually develop its collections while maintaining control, leveraging its unique advantage of being independent and family-run: time. “Ginevra is part of a new generation that is rediscovering qualities we thought were lost a few years ago: craftsmanship, hand-making, appreciation for the natural environment – values we embody that are increasingly respected. But we’ll take our time,” explains Peserico.

The world has become ever more fragmented, requiring market-specific strategies for each region. “I remember 25 years ago when there was a single policy for the entire world. That’s no longer the case. In the United States, the market is growing, but it remains challenging for independent brands. Japan is performing well, though the weak yen makes it difficult for retailers to invest. In Europe, inflation and energy prices are stabilising, but geopolitical uncertainties remain a major concern.”

Retailer buy-in

In some markets, traditional distributors still hold sway, while in others, they’ve largely disappeared. For the remaining multibrand retailers, many of whom already partner with major brands, convincing them to carry independent brands is no small feat. “We must offer exceptional products and competitive margins. But this drives us to stay relevant and creative,” Peserico says.

Distribution has steadily transformed under Eberhard & Co.’s new strategy since 2019. “Except for Italy, where we still have a strong local presence across many retail points due to our longstanding ties to the market, we focus on some of the most prestigious boutiques in the world.”

The Extra-fort Roue à Colonnes Retour en Vol timepiece continues the adventure of this line of chronographs launched in 1940 by Eberhard & Co. The dial, decorated with a stamped finish, its circular zone and azure counters, is available in several colour combinations.

Despite being part of a digitally native generation, Ginevra Ripamonti recognises the importance of physical retail networks, especially as the brand moves upmarket: “We don’t sell directly online and don’t want to be in conflict with retailers who have supported us for many years. The only exceptions might be markets where we have no physical presence. Besides, the average online sales price doesn’t reach as high as we thought. At a certain point, people have to leave their screens and visit a boutique. That’s where we need to ensure we are present.”

Palmiro Monti’s note on the birth of his granddaughter Ginevra, who has now joined Eberhard & Co.