‘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

This content is exclusive to JCK Pro subscribers. Subscribe now to access this and much more with discount code GOPRO21 for $199 for an entire year of access (reg. $249).


Already a JCK Pro? Log in

A JCK Pro subscription is your all-access pass to people and resources on the
cutting edge of the retail jewelry industry, from the industry authority you
know and trust

Learn about the Perks of JCK Pro

Log Out

Are you sure you want to log out?

CancelLog out