In the Bas-Rhin, Pierre Lannier watches choose watches made in France.

“To celebrate our 45th anniversary, we had to launch an exceptional product and declare our attachment to our territory,” admits Pierre Bourgoun, director of the watchmaker Pierre Lannier from Ernolsheim-les-Savernes (Bas-Rhin). Thus was born, after two years of training, the PL 1977, a model printed in an edition of 500 copies and designed almost exclusively in France.

“The components of this automatic movement, such as the Pequignet Horlogerie movement, are made in France. We took care of the details, using a completely redesigned date disc on a blue background, where only the red number 7 indicates 1977,” the boss clarifies.

The case, bracelet and hands are also made in France, only the dial is from Switzerland. “The idea of ​​creating a watch using almost all elements of French production is also a desire to prove that we are back in France,” explains Pierre Bourgun. After two decades of production in Madagascar, 60% of the production was moved to Alsace.

Average sale around 140 euros

“We are the French leader under €500 and we have slightly increased our product range with an average selling price of around €140 to be able to recruit new teams for our headquarters in Bas-Rhin,” continues the director.

Price range far from this anniversary model. “1977 PL symbolically sells for 1977 euros, but it is intended primarily for our regular customers and collectors,” says Pierre Bourgun. By the end of the year, Pierre Lannier must complete his targets: more than 400,000 products in the last 12 months in France.