Emile Chouriet

Overview

Emile Chouriet is a Swiss watch brand founded in 1998, producing elegant and sports-oriented timepieces for men and women. It focuses on distinctive designs featuring falcon-wing styled lugs and uses standard Swiss movements like ETA 2824-2. The brand targets affordable to mid-range pricing, with primary sales in China via Fiyta's distribution network.

History

Founded in 1998 by Jean Depéry in honor of his ancestor who supplied components to 17th-century watchmaker Emile Chouriet. Initially focused on upscale elegant aesthetics with assembly in Nyon and headquarters in Geneva, later consolidating in Zimeysa near Geneva. Acquired by China's Fiyta Group before 2011, shifting bulk sales to China while maintaining Swiss production.

Product Lines

Manufacturing

Watches are assembled in workshops in Nyon and Zimeysa near Geneva, Switzerland. Uses standard Swiss movements such as ETA 2824-2 (rebadged EC9316) and Valjoux-based chronographs (EC8658), with no in-house calibers noted except references to EC5318.

Notable Products

• Challenger Deep - 42mm stainless steel dive watch to 300m with ETA 2824-2 movement and sporty design.
• Lac Léman Chronograph - Sports chronograph with sunburst dial and Valjoux-based EC8658 movement.
• Héritier à Guichets - Art Deco-inspired digital watch with wandering hour and day windows, ETA movement.
• Les Ailes du Temps - Dress watch featuring signature falcon-wing lugs for unique case aesthetics.

Reputation

Perceived as a solid entry-level Swiss brand with reliable construction and interesting designs, particularly the distinctive lugs. Enthusiasts note it uses common ETA movements without innovation, positioning it below higher-end independents. Strong in China due to Fiyta backing, but limited global recognition outside niche reviews.