In a world where technology can replicate almost anything, what makes mechanical watchmaking truly irreplaceable?
Mechanical watchmaking exists outside the logic of technological obsolescence. It is not trying to compete with technology in terms of pure performance, but rather through timelessness, emotion and craftsmanship.
A mechanical watch lives on, can be repaired and passed down through generations. It carries the human touch within it: the gesture of the designer, the watchmaker, the artisan. At EBEL, this dimension is essential. A watch is not simply meant to tell the time; it is an object of style and personal attachment that accompanies the person who wears it over time.
In an increasingly digital and immaterial world, mechanical watchmaking brings something tangible, authentic and almost emotionally reassuring
Has storytelling taken on too great a role compared to the product itself?
Storytelling only has value when it reveals the heritage behind both the product and the brand. The moment it feels artificial or disconnected from a brand’s identity, people immediately sense it.
Since 1911, EBEL’s story has been rooted in the vision of a founding couple for whom elegance, craftsmanship and attention to detail were inseparable.
The product must always remain at the center. Storytelling is there to provide context, to express an intention, a sensibility or a certain vision of time. Ultimately, it is the sincerity of the brand, carried by strong and coherent design, that creates an authentic connection and allows a story to endure.
Does vintage inspire your creations… or does it constrain them?
Vintage is a source of inspiration, never a constraint. We are fortunate to have a very strong aesthetic heritage, with codes that are both recognizable and timeless.
The goal is not to reproduce the past, but to understand why certain designs continue to resonate so naturally across decades. We strive to preserve that purity of line and effortless elegance while interpreting it through a vision that feels relevant today.
Our heritage remains an anchor that inspires us to evolve our codes with a modern perspective.
At what point does a watch begin to tell a story or evoke emotion more than it simply tells the time?
Probably from the moment we choose a watch for reasons beyond its function alone. Today, countless objects can tell time with perfect precision. Yet people continue to wear mechanical watches because of what they represent.
A watch takes on an emotional dimension when it creates a personal connection: a memory, an achievement, a transmission, a way of expressing one’s personality. At EBEL, we believe a successful watch naturally brings together both dimensions: function and emotion. It should be beautiful to live with every day, while also being able to accompany the person who wears it through time.
