Singapore, 18 July 2013 – Everyone loves a romantic love story. With a trademark logo featuring the silhouette of a couple, Ernest Borel has established itself as a brand filled with romance and elegance, bringing timeless elegant sentiments to couples over the years with their romantic couple timepieces. Now, Ernest Borel continues to spread the spirit of romance here in Singapore, with the opening of its first flagship store at Chinatown Point. Founded by Jules Borel and Paul Courvoisier in Neuchatel, Switzerland since 1856, Ernest Borel has a deep and profound watch-making culture of more than 150 years, achieving spectacular results with its exquisite watch-making art and romantic elegant design. The brand’s history has always been closely tied to the watchmaking region of the Jura – since its founding, Ernest Borel relied on regional manpower and savoir-faire to pursue its development, and in doing so, the brand won numerous Swiss and International prizes and awards. Notable mentions were the first prize from the Observatory in 1866 and two first prizes for wrist-chronometers by the Neuchatel Observatory before celebrating its centenary. The “Lovers” Trademark The trademark of Ernest Borel originates from a beautiful romantic legend where once upon a time during a royal ball, the young Ernest Borel met a beautiful girl. Their graceful dance drew the audience in with others looking on enviously, a photographer then caught their romantic moments on camera. The elegant dance and the romance of the moment ignited Ernest Borel’s inspiration, prompting him to design the trademark logo to immortalize this magical experience. The dancing couple has been the brand’s trademark and inspiration since the late 19th/early 20th century, this striking image becoming firmly established as the “Lovers” trademark. The Brand Development Ernest Borel underwent rapid international expansion in 1859 with contacts established in various countries throughout Europe, North and South America. The brand further expanded its network into Asia, with Japan, China as well as India gaining traction and fast becoming the main markets for the brand. A century on in 1959, Ernest Borel has established itself in more than 70 markets across five continents. With strategic intent to grow its network in South East Asia and continue to spread the spirit of romance, Ernest Borel has strategically opened its first flagship store with the size of 295 sq ft in Singapore at the newly renovated Chinatown Point. “Singapore is an important market for Ernest Borel and we believe the consumers here will appreciate this time-honoured, high-quality and well-established romantic brand. All Watches has represented Ernest Borel for four years in Singapore, and the good working relations over the years gave the brand the confidence in opening a boutique here when the opportunity came, to further extend our brand offer to reach out to more people here,” said Mr Su Da, Chief Executive Officer of Ernest Borel (Asia Pacific). On the collaboration with Ernest Borel, Mr Sunny Ng, Managing Director of All Watches Group, expressed the importance of retail space and location, “We saw the opportunity to align ourselves with Chinatown Point, a landmark mall that possesses a rich heritage in the history of Singapore. Chinatown Point has successfully reinvented itself with its recent revamp drawing in a strong following of locals and tourists which we are positive that the brand can capitalise on. With an extensive brand offer, and its unique position of couple timepieces, Ernest Borel relates to the consumers and projects a huge sensibility and sentimental charm which connects to people.” Ernest Borel is available exclusively and currently retailing at All Watches and Aptimos outlets. Raymond Lam, the Asia-Pacific Ambassador of Ernest Borel since 2008, attended the official opening of the Ernest Borel flagship store on 18 July. Raymond is a familiar face on television for our target consumers. He carries with him a stylish and gentlemanly appearance that has adorned many roles as the knight in shining armour. With a refined and romantic charisma, he joins the Ernest Borel team to spread the spirit of romance with timepieces that radiate vitality under a new historical milestone.