The We Love Watches Show gave the opportunity to a new brand to take its first steps towards meeting the public: Electra. Talking about a new brand is not fair since Electra experienced dazzling and dynamic activity at the end of the 1960s before disappearing in 1971, swept away by the quartz crisis. The brand is reborn thanks to a group of French enthusiasts, one of whom, a moderator on the Forumamontres forum, details the ambition around the project and presents the characteristics of the first model. Because one thing is certain: the desire is indeed to make Electra a brand and to present a real collection over time. Strangely, unless I missed an episode, the first model does not have a name, for the moment at least, which did not prevent it from experiencing great success with enthusiasts who discovered it during the Salon on October 12.

The watch actually has advantages to please French customers:

• it is intended to be versatile both from the point of view of use (its water resistance is 203 meters or 666 feet) and from the point of view of aesthetics. It is indeed balanced, well proportioned with a diameter of 38mm and a thickness of 13mm including the double-domed sapphire crystal (11mm without the glass). First of all, it is a piece capable of accompanying its owner in all circumstances. In any case, it is not a diving watch but the waterproof performance allows it. Indeed, the rotating bezel is bi-directional and not notched. It is graduated to 12 hours for a purer approach to design and to serve more as a ruler for reading the time of a second time zone.
• it is equipped with a Swiss Soprod P024 movement (which can be considered an equivalent of the ETA 2824). The objective of the Electra team is to carefully adjust the setting in order to obtain a precision range between -2/+2s.
• the execution is neat and I particularly appreciated the finish of the dial (smoked finish lightening towards the center, applied indexes and presence of a very pretty brand logo), of the glass whose shape contributes to the success of the together (note the double internal anti-reflection) and the back of the solid case.
• assembly, adjustment and after-sales service will be carried out by reputable players.
• 5 dial colors are available (black, blue, yellow, red, green) offering a balanced offering between classic and more daring shades. It's the red dial that I liked the most for its originality and liveliness.
• Finally, the launch price is 599 euros including tax, which is attractive for the reasons mentioned above.

Certainly, this first Electra watch is not the most revolutionary from an aesthetic point of view. Thrill seekers will move on. The approach is neo-retro even if the watch aims to be contemporary in its performance. The result is ultimately classic, fashionable and above all timeless. Wearing comfort is confirmed by the use of a KFM bracelet which holds the case well. Finally, the power reserve is slightly less than 40 hours but that is not a problem here: the winding efficiency is good and the watch does not have a date so there is not much to adjust if the movement is stopped.

This first Electra watch is therefore a nice proposition which relies on its seriousness and its reasonable size to attract a French and more broadly Western clientele who have grown tired of certain excesses of the watch market and who are looking for a reassuringly priced piece. content. To follow information regarding reservations and deliveries of this first model, the easiest way is to register on the Electra website and read the dedicated thread on Forumamontres.