French Brand 'Elgé' Makes Its First Landing in Japan - Introducing the Tool Watch 'Chamonix' Embodying the Spirit of the Alps

Elgé - On Sale Saturday, April 25

The French mechanical watch brand 'Elgé' is making its first landing in Japan at the watch select shop 'H°M'S" WatchStore', operated by Beyond Cool Co., Ltd. (Headquarters: Shibuya-ku, Tokyo; CEO: Yushi Arai).

A Revival Heritage Brand Inheriting the Memories of the French Watch Industry

Elgé was born in Annecy in the Savoie region of France in the late 1940s. At the time, it employed over 120 craftsmen and was known as a capable brand focusing mainly on divers and tool watches. However, in the 1970s, it closed its doors due to the impact of the so-called 'Quartz Crisis'. Now, Elgé has begun to move again under the philosophy of reviving the French watch industry. More than a mere reissue, it advocates the 'restoration of French mechanical watches', reconstructing the identity of French watches for the modern era, from design philosophy to manufacturing background.

EFH-25-CHA-001-01-LR4B-BRN - ¥203,500 (Tax included)

Commitment to 'Made in France'

The greatest feature of Elgé is its adoption of a French-made movement. Instead of relying on the currently mainstream Swiss-made movements, it is equipped with a mechanical movement produced within France. By also conducting the assembly and adjustment in France, it realizes a watchmaking process that can truly be called 'Made in France'. This stance embodies not just specifications, but the brand's philosophy itself.

The Tool Watch 'Chamonix' Embodying the Spirit of the Alps

The representative model 'Chamonix', introduced upon landing in Japan, is inspired by 'Chamonix', a mecca for mountaineering located at the foot of the French Alps. It features details backed by practicality, such as a dial design emphasizing legibility, and a case balance that achieves both robustness and comfort. While based on the 1960s tool watch design, it is reconstructed with a modern interpretation.

EFH-25-CHA-003-01-LR4B-CAM - ¥203,500 (Tax included)

Fusion of Vintage and Modern

While incorporating vintage watch designs throughout, such as the characteristic 'magnum hands' and classical index designs, it adapts to modern lifestyles by providing a size and durability suitable for daily use. The design, which makes one feel refinement within ruggedness, embodies an aesthetic unique to a French brand. Elgé presents the value of mechanical watches with an approach different from Switzerland or Germany. Its presence will surely become a new option in the Japanese market.

Pre-sales begin on Saturday, April 25, 2026, at H°M'S" WatchStore Omotesando, followed by the official release on Monday, May 11, at the H°M'S" WatchStore official online store.

Chamonix

EFH-25-CHA-001-01-LR4B-BRN - ¥203,500 (Tax included) EFH-25-CHA-003-01-LR4B-CAM - ¥203,500 (Tax included)

Product Details Case Material: 316L Stainless Steel Case Diameter: 38mm (Lug to Lug 45mm) Case Thickness: 11.6mm Lug Width: 20mm Water Resistance: 15ATM Crystal: Anti-reflective coated box sapphire glass Movement: France Ebauches FE movement, Automatic Power Reserve: 44 hours Band: Calf leather

▼ Sales Locations H°M'S" WatchStore Omotesando H°M'S" WatchStore Online Store ( https://www.hms-watchstore.com/ )

▼ Customer Inquiries Store Name: H°M'S" WatchStore Omotesando Address: 1F, 4-4-9 Jingumae, Shibuya-ku, Tokyo 03-6438-9321