It?s rare, but every so often a watch brand is successful in transforming the way they?re perceived by the larger community. Now, brands attempt to do this all the time – shifting gears is a favorite pastime of watch brands both large and small at a time when the industry is growing so quickly. But it?s hard to pull off in a way that feels authentic and resonant with customers. Most of the time, that first impression just sticks. So it?s been incredibly interesting to see Louis Erard, a brand that has been around since 1929, pivot to specializing in something even more niche than their quite old fashioned regulator layout watches. In a relatively short span of time, Louis Erard has become synonymous with the collaboration watch. Just in the last year, we?ve seen them release limited editions with Vianney Halter, Alain Silberstein, and atelier oï. They?ve also unveiled a handful of craft and art themed watches fully on their own steam, but with a similar specificity in design. What was once a somewhat strange, almost sleepy brand for enthusiasts who were truly in-the-know has come alive with the help of some high profile collaborators and genuinely interesting designs. Now, with seconde/seconde/, they?re at it again, and the result is every bit as unique as their previous efforts. 
seconde/seconde/ is a French studio that has grown a following on Instagram by selling vintage watches with creatively swapped hands. Seeing these creations on Instagram is the b...