Time is an endless fluid. Starting out with this insight, Louis Erard expressed himself poetically during a fishing trip with his grandson in 1956: "Time is like the course of the river: it never runs backwards and it flows ceaselessly. The water is here but it's already down there as well".

Thus was born the Spirit if Time. Whether in the past, now or in the future, it always takes on the aspects of the ages through which it passes, inexorably and reliably; it leaves its mark like a signature that comes to sublimate the Louis Erard brand-name. Once controlled in this way, it endures and moves forward in circles, like the circular form of the hours on the face of our watches: what goes round, comes round.

Web Site: http://www.louiserard.ch