The Electricianz: Ammeter

Launched in October, the new Swiss watch brand The Electricianz aims at bringing to the market a fully electric “luxury” watch, at a very attractive price point (from CHF 345 Tax free).

Based in Bienne and founded by Laurent Rufenacht, today CEO, strongly influenced by contemporary visual arts and underground cultures, The electricianz’s original design makes the watches’ inner mechanism, powered by electricity, visible. Where others battle with ever-growing complications and technological add-ons, The Electricianz promotes an authentic design that creatively puts forth the transmission of energy in its simplest expression: a battery, conductors, and a display.

The brand launched with three different models. The Dresscode is THE ELECTRICIANZ’s hallmark, it is the first of all Electricianz, through which the design that inspired all others was born. Elegantly classical, the watch subtly intertwines the true values of Swiss luxury horlogerie and a fierce spirit of independence, matter-of-factness, and style.

The Ammeter, with its mix of red and yellow is reminiscent of vivid murals decorating the walls of capital cities. The colors are those of real electricians, dealing with enmeshed cables – screwdrivers and ammeters in hand.

The Mokaz features a delicated case embraced by a sumptuous velvety leather. Fall colors elegantly enhance the volume of the watch, putting forth its depth and roundness.

The marketing strategy of the brand implies a heavy investment in creating an online community of “volt-lovers”, to share, promote and create expressions of #ElectricArt, with the ambition of creating a real artistic community.