In our never-ending quest to bring our clients watches of outstanding value, we present Ernest Borel of Switzerland. This fine company has been around since 1856 and is not widely known in the USA. They use excellent quality components and Swiss movements like ETA and Girard-Perregaux. Their designs are classic and their logo is, well, "classic" is putting it kindly - old-fashioned comes to mind, but more on that later. 

My nephew, Avery, is doing his internship with us here at HBG, Inc., and his (youthful) insights have been quite interesting. As it happens, the "launch" of this brand on our site has been largely his responsibility. Have a look at what he has to say: 

Looking at an Ernest Borel watch for the first time reminded me of a "rule" from a recent marketing class: "Keep it vague people. Don't box yourself into a corner with a logo or tag line. You must allow the consumer to fill in the blanks. That way one logo can have different meanings for different people." The couple dancing in dated clothing above a watch face is anything but vague. No, that logo places this watch line firmly into a category. That logo doesn't allow the consumer to "fill in the blanks" because there are no blanks, just a couple of old-fashion people dancing. From a college marketing class perspective, this is an awful logo. It isn't anything like as "corporate" as everyone else out there. Then again, watchguys (like us) aren't like everyone else. The more I look at the logo (and the watch) the more I like it. It is different. It isn't trying to be something it's not. An Ernest Borel is an Ernest Borel. It is a high quality, low cost Swiss watch. It isn't another Rolex knock-off. It is its own brand with its own illustrious history. 

Founded in 1856, it didn't take long for this little Swiss company to make a name for itself. 10 years to be exact (like the Swiss). In 1866 Borel won the prestigious Neuchatel observatory contest and repeated that acclaim in 1870, 1875, 1876 and 1890. By 1946 Borel was the world's second largest producer of certified chronometers. So what happened to Ernest Borel from then until now?

My marketing professor would have you believe that the "dancing couple" logo is to blame for their virtually unknown status in this country. He may have a point, because I can think of no other reason. The watches are Swiss in every measure except price and marketing. 

If a serious watch at a low price with a little character scares you off, run and don't look back. Then again, if you don't have any character you wouldn't be at this website. Go ahead, buy an Ernest Borel watch and walk around with a self-satisfied look on your face for years to come. 

We are carrying several Ernest Borel watch lines and are only too happy to special order for you if we don't have what you want.