Electra is a vintage-inspired diver watch brand that masterfully fuses retro charm with modern functionality. Emerging from the legacy of a 1960s French-Swiss watchmaking collaboration, the brand finds new life in 2024 through a group of French watch enthusiasts determined to “honor the past while striving to surpass it.” Their design philosophy centers on the "Dare-Devil Diver", a timepiece that blends elegance with serious performance. The brand emphasizes radical transparency, openly stating their watches are assembled in France with Swiss calibers and meld traditional craftsmanship with accessible pricing.
Electra
1971
Original Electra brand vanished amid market upheaval during widespread watchmaking crisis.
2024
Electra Watches relaunched by a group of French watch enthusiasts, reviving the 'Dare-Devil Diver' concept—combining 1960s aesthetics with modern versatility.
HEADQUARTERS
New Territory, Hong Kong