Ebel Baselworld 2009 Interview: Marc Michel-Amadry
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Ebel Baselworld 2009 Interview: Marc Michel-Amadry

By Marcus Hanke · Apr 8, 2009 · 11 replies
Marcus Hanke
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Marcus Hanke presents an insightful interview with Marc Michel-Amadry, Ebel's President and Creative Director, from Baselworld 2009. This discussion offers a valuable look into Ebel's strategic direction, product development, and brand positioning within the Movado Group, providing historical context and future outlook for the brand.


Basel 2009: Ebel - Interview with Ebel's President/Creative Director, Marc Michel-Amadry
by Tony P






At the Baselworld fair this year I had a chance to catch up with Marc Michel-Amadry, the newly-appointed President and Creative Director for Ebel, a key brand within the Movado Group.

In February 2009, previous President Thomas van der Kallen departed from Ebel, and Movado Group's management decided to split the top job in two. Loek Oprinsen was appointed President and Commercial Director, while Marc Michel-Amadry moved up from his previous job as the brand's VP of Marketing to his current position.

Established in 1911, Ebel are these days probably best known for their Classic range of round and hexagonal-cased watches, with beautifully-constructed brushed steel monobloc cases. They also make a sporty, all-hexagonal Tekton range, and two ladies-only models, the Beluga and Brasilia. Total annual production is not high, being around 30,000 pieces.

In recent years Ebel have focused strongly on forging links with the sporting world. 2008 saw the release of four LE Tektons wearing the colours of Arsenal FC, Bayern Munich FC, Ajax Amsterdam and Glasgow Rangers, and this year sees the introduction of a new football-club tie-in watch.


PPro: M. Michel-Amadry, what prompted the decision to split the top job at Ebel into two?

MMA: The idea was to divide up what was proving to be an overwhelming workload, thereby splitting the pressure. Loek and I have already been working together for four years, so we know how to get along. As co-presidents of Ebel, we can continually challenge each other. Because we focus on somewhat different areas of the business, we can make decisions quickly. Where joint action is required, we find that we can split the "battles" and fight twice as hard in order to achieve the brand's goals.


PPro: Speaking of goals - tell us about the new football-themed watch for this year.

MMA: You are referring to our 1911 Tekton "Real Madrid". This is a chronograph with a 45-minute counter, to match exactly the length of each half of a football game. The new watch features our limited Cal. 245 movement in a 48.5mm case which is water-resistant to 200 metres.


 






1911 Tekton Real Madrid

 

To achieve this level of water resistance, we took our existing case design, and then completely rethought the bezel. As a result, we have devised a watch which essentially has no bezel. Instead, a flat sapphire crystal is held in place over an aluminium ring and gasket. This assembly is secured by six screws which are drilled through all layers to anchor them to the case, giving the watch a really effective water seal.

This bezel-less design has worked out so well that we will certainly use it in future releases. However, for now it is only available on the 1911 Tekton Real Madrid.

The Real Madrid has a brushed titanium case and is limited to 500 pieces. I'm really proud of the way this design has succeeded. To me, the absolutely flat sapphire resting on titanium, is reminiscent of the materials and forms used by some leading modern architects.


PPro: Ah, "The Architects of Time", is that right?

MMA: Exactly! That is Ebel's slogan, and this philosophy can be seen in the Real Madrid. Titanium and glass - the favourite materials of leading architects like Frank Gehry and Oscar Niemeyer. These materials impart to this watch a purity and a transparency which I love, with the sapphire crystal appearing to be "flying" on top of the watch.






PPro: And I believe you have another new watch for this year - can you tell us about it?

MMA: Our other big release for the Basel fair is the Classic Hexagon Auto Chrono Big Date. This is the first time we have incorporated a chronograph into the Classic Hexagon case shape, and we wanted to ensure that all of Ebel's brand DNA was present.



Classic Hexagon Auto Chrono Big Date



As you know, the "monobloc" case found on our Classic line was first developed in 1977. The caseband and back are integrated into one beautiful piece of brushed metal - which, by the way, is not easy to make!






We think of this case as being imbued with the "spirit of the pebble". At Ebel, we believe that nature is the best of all architects. This watch embraces that philosophy - because of its smooth surfaces, it is highly comfortable on the wrist. The chrono pushers are both ultra-modern in shape, and highly ergonomic - their protectors merge organically into the curves of the caseback.






On the dial side, we have a two-level dial decorated with clous de Paris and there is a sandwich construction for the 12-hour disc. The indices are faceted and diamond-polished for better visibility.



 


We have also provided the Classic Hexagon Auto Chrono Big Date with our patented buckle system, which features quick adjustment and clean lines.

 


I think this watch achieves a nice mixture between classicism - the dial, and modernity - the shape of the pushers and the large dimensions of the watch.












PPro: Any final words for us?

MMA: At Ebel, our designs are driven by our philosophy. We want to create products which are meaningful. Ebel's designs must be organic, and yet at the same time they must be architectural. I think we have really succeeded in both aspects of this approach with these two new models.


PPro: Mr Michel-Amadry, thanks for your time.







1911 Tekton 139 with diamond-set bezel




1911 Tekton 137 Titanium



 





1911 Tekton 137 Titanium




1911 Tekton OL (Olympique Lyonnais)



1911 Tekton Ajax (Ajax Amsterdam)











 



This message has been edited by Marcus Hanke on 2009-04-08 05:14:30 This message has been edited by Marcus Hanke on 2009-04-08 07:55:36 This message has been edited by AnthonyTsai on 2009-04-13 06:20:11

About the Horological Meandering Ref. Ebel1911TEKTON

The Ebel 1911 Tekton is positioned as a robust, masculine model within the brand's collection, reflecting Ebel's commitment to engineered timepieces. It was introduced as part of the brand's reconstruction efforts under Thomas van der Kallen, aiming to re-establish Ebel's horological presence with a focus on strong design and technical capabilities. The Tekton series includes special editions celebrating football clubs, such as the FC Arsenal and FC Bayern Munich models, highlighting a targeted market approach.

The watch features a chronograph complication, with specific design elements tailored to its football club editions, such as unique color schemes for the minute counter hands. While specific movement details are not provided, Ebel is known for its in-house calibers like the 137, 139, 240, and 288, suggesting a focus on mechanical integrity. The case design emphasizes durability and a powerful aesthetic, consistent with its sporting theme.

Collector relevance for the 1911 Tekton lies in its representation of Ebel's strategic pivot and its association with major sports franchises. These limited editions appeal to collectors interested in brand history, sports-themed watches, and Ebel's in-house mechanical movements. The model signifies a period of renewed focus on masculine timepieces for the brand.

Specifications

Crystal
Sapphire

Key Points from the Discussion

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The Discussion
DX
dxboon
Apr 9, 2009

The football (Or soccer for us Americans!) tie-in is interesting, as are the monobloc cases. I honestly knew nothing about Ebel until reading this post, so thanks! Cheers, Daos

MA
Marcus Hanke
Apr 9, 2009

... well, maybe this is a bit exaggerated, but it is a fact, that, when nobody in Switzerland believed that mechanical watch movements could survive the quartz crisis of the Seventies, it was Ebel who prevented Zenith from scrapping the now celebrated El Primero movement and all its production tools. Ebel expressed its trust in the survival of high-quality chronographs, ordering a large number of El Primero movements. Without this Ebel order, there would not have been any Primero, when Rolex sea

DR
Dr No
Apr 9, 2009

. . . particularly the FC Bayern model that Tony Axelzon presented a few threads below. Although I haven't tried one on, I would guess that the blended form works better than one might expect on smaller wrists, and the brushed finish further serves the purpose of minimizing the perception of size. I hope Marc will make one available to you for review . . . cordially, Art

MT
MTF
Apr 9, 2009

the new Tektron and Classic (octagonal) case designs are growing on me. The "pebble" influenced design is intriguing and seems very tactile. See previous report in 2008 click here 1911 TEKTON FC Bayern Munich 1911 TEKTON Arsenal FC Regards, MTF This message has been edited by MTF on 2009-04-09 10:18:11

DX
dxboon
Apr 9, 2009

Next time I'm out and about on one of my regular watch window shopping trips I'll be sure to keep an eye out for Ebel watches in order to experience them in the metal. I'm grateful that they played their part in saving us from a quartz-only world! Just another brain-enlarging day on PuristSPro! I always learn something new from you, Marcus! I hope you are well! Cheers, Daos

MA
Marcus Hanke
Apr 10, 2009

... you certainly would have seen this very special Bayern München chronograph already a year ago: Kind regards, Marcus

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