Do you know Ernolsheim-lès-Saverne? This adorable village just a stone’s throw from the blue line of the Vosges mountains is a long way from the Jura watchmaking arc. Yet Pierre Lannier produces 220,000 watches here every year, for a population of just 601… A record! “ We want to be ambassadors for French watchmaking, which is not sufficiently known and recognized, says Pierre Burgun, Chairman of the Board and son of the founder. My father was once president of the Syndicat national des fabricants français de montres. He even bought a store in Budapest so that French watchmakers could sell locally. ! ” Today, with his daughter Laura, export director of the family business, he unveils a new brand, named 1977, the year Pierre Lannier was founded. “ This is our first large-scale joint project, and there’s a lot of ellhe confides. The idea came to us following the creation of the 1977 watch in 2022 for the 45 years old, and offered at 1 977 euros. We decided to step out of our comfort zone and make it a brand in its own right. “

The result: 17 models divided into two men’s collections named after elegant and daring literary heroes (Edmond and Arsène), with 304L steel cases, all assembled in Alsace and featuring a highly shock-resistant tricolor caliber with its through-bridge and Incabloc protection. “ We wanted to create a watch that was as French as possible, while striking a balance between expertise and accessibility, explains Laura Burgun. We’ve even gone back to the France Ébauches movements that my grandparents used for their watches a long time ago. ! This makes us the only French brand to hold the Origine France garantie label, which requires that the essential characteristics of the product originate in France and that at least 50 % of the unit cost price is French. Our 1977 collection is between 75 % and 80 % of French origin. “

Rigor and freedom

These timepieces also feature a keen eye for detail, right down to the date disc with its red 7 and the tricolored decoration on the oscillating weight. Each year, the new vintage will be engraved on the case back with a quotation from a French personality. For this first edition, Paul Valéry has been chosen: “ The greatest freedom comes from the greatest rigor. “ At Pierre Lannier, this is a reality.
From 1 577 €, limited edition of 99 numbered copies.