Let’s Rocket! The Swiss independent brand has joined forces with Tezuka Productions to deliver a collaboration piece of futuristic proportions.
When it comes to creative watchmaking, you have to give credit to the designers at Louis Erard. While the brand has a clear watchmaking heritage, founded in 1929 by the eponymous Louis Erard and André Perret, that history hasn’t stopped them from exploring new and interesting ways to craft watches. Their passion for creativity helps them stand out in the world of traditional Swiss watchmaking, with each collection markedly different from the last.
However, unchecked creativity can only take you so far; there’s no guarantee the wider market will embrace every idea. With that in mind, Louis Erard introduced the 2340 line, marking their first foray into the integrated bracelet watch scene. And while that niche has long felt exhausted, Louis Erard made sure to put their own spin on the design to ensure it remained identifiably theirs.
For their first limited edition in the 2340 collection, the brand had to ensure their creative vision remained distinctive, refined, and, most importantly, fun. They turned to Tezuka Productions’ Astro Boy to give the young watch a futuristic flair. Louis Erard has already built a reputation for artistic, designer-driven collaborations, from Alain Silberstein to Vianney Halter and even Konstantin Chaykin.
This new Astro Boy collaboration, however, marks a fresh creative direction as the brand enters the world of pop culture for the first time. Known in Japan as 鉄腕アトム (Tetsuwan Atomu / Mighty Atom), Astro Boy has become one of the most influential characters in manga history. The android boy with a human soul is an epitome of the coexistence of advanced technology and the human condition — much like mechanical watches, which continue to connect with human emotion despite being technologically outpaced.
Measuring 40mm wide, 41.5mm long, and just shy of 9mm thick, the Louis Erard 2340 x Astro Boy is built on the new 2340 frame. More than just another integrated bracelet sports watch, the designers have ensured it embodies the sport-chic proportions demanded by the modern watch consumer.
Not only does the case boast remarkably restrained proportions and a sleek slimness, but the case and bracelet are also of bi-material construction. Using a mix of titanium and stainless steel components, the 2340’s visual appeal is enhanced by dual finishing. You’ll also notice a significant lightness, thanks to the inclusion of titanium.
As you might have guessed, the case is merely the frame for the true centrepiece: the delicate artwork created in collaboration with Tezuka Productions. Featuring a miniature, multi-layered scene, Astro appears in dynamic flight, applied in full colour as if he might soar right off the dial. Behind him, his smoke and cloud trails are sculpted to capture the remarkable speed at which he rockets through the sky.
In the background, Astro’s hometown of Metro City is engraved in black atop a vertically brushed grey dial. Look closer, and you’ll also spot a villainous robot, ready to ambush Astro at a moment’s notice. Interestingly, the robot — applied in the same manner as Astro — bears the Louis Erard logo on its centre mass. It seems Louis Erard are comfortable playing the villain in this tale if it helps to champion Astro himself.
While you won’t see the movement through a transparent caseback, you’ll find another engraving of the iconic manga character beside your individually numbered reference. The solid caseback, however, isn’t hiding any horological compromises — the watch is powered by the Sellita Calibre SW300-1.
With a 56-hour power reserve and a luxurious beat rate of 4Hz (28,800 VpH), the automatic SW300-1 is one of the most tried-and-true movements in the watch industry. From TAG Heuer to Christopher Ward, it has been widely adopted by Swiss watchmakers for its reliability, accuracy, and finishing. The movement Louis Erard uses is élaboré grade, maintaining a premium accuracy threshold of around +/-7 to +/-20 seconds per day.
My Thoughts
While I’m far too young to have grown up with Astro Boy, I understand how manga, anime, and cartoons have shaped the lives of so many people. In my eyes, the characters portrayed on-screen and on the page are often exaggerated archetypes of the broad spectrum of human personality.
It doesn’t matter if it’s the hot-headed Naruto Uzumaki, the nonchalant and apathetic Saitama, or the hyper-cynical Squidward Tentacles. Animated characters have always managed to connect with audiences on a surprising scale even through their larger-than-life nature.
Looking at the personality tropes of Astro Boy and the world he inhabits, the biggest overarching theme is an idealistic future where humanity and technology can coexist. It’s an increasingly relevant topic today, with AI slowly creeping into every facet of our lives.
In that context, the collaboration between Louis Erard and Astro Boy is more than just a business transaction or a collectible. To me, it’s a fun, meticulously crafted reminder that the idealistic future of Metro City can exist. Few things capture the emotion behind the art and science of watchmaking, and despite their logical obsolescence, mechanical timepieces still possess a very human element that keeps them alive.
Reference: 35123TA23.BMT12
Specifications:
- Dimensions: 40mm case diameter x 41.50mm lug-to-lug x 8.95mm thickness
- Case Material: Titanium & stainless steel
- Dial: Vertically brushed grey with stamped ‘Metro City’ motif & Louis Erard robot / Astroboy appliques
- Movement: Automatic Sellita Cal. SW300-1, Élaboré-grade
- Power Reserve: 56h
- Beat Rate: 4Hz (28,800VpH)
- Water Resistance: 50m (5bar)
- Strap: Titanium & steel integrated bracelet with butterfly clasp