‘This is the Year of Ebel’s Rebirth’

Ebel, one of the best known Swiss luxury watches, is celebrating its 90th anniversary this year by reinventing itself. The company is aiming to recapture lost prestige, create a sharply focused global brand image, and build more sales among young, affluent adults, especially men. "2001 is the year of rebirth and renewal for Ebel," declares Guillaume Brochard, managing director of Ebel SA, headquartered in La Chaux-de-Fonds, Switzerland. That renewal includes a new signature collection called Classic Wave (replacing Ebel's Sport Classic); upgrading of prices; reorganization of its global organization and distribution; elimination of its longtime logo; a new global ad campaign; and—next year—more redesigned watch lines. In the United States, Ebel's long-term goals are to establish itself with luxury watch buyers as the equal of Cartier and Rolex, and to increase its jewelry store a
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