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AN INDEPENDENT SWISS BRAND THAT PUTS ELECTRICITY ON DISPLAY AND MAKES IT THE STAR OF THE DIAL
Most watchmakers hide the electrical heart of a timepiece, The Electricianz (ELZ) does the opposite. Founded in Biel/Bienne, Switzerland, in 2017, the independent brand turns exposed components, unexpected materials and light into watches with an unmistakable visual identity. Its design language comes down to electricity in its simplest form, a battery, conductors and a display. ELZ reveals that circuitry and makes it the jewel of the watch, supported by an electric module the brand develops in-house.
Behind ELZ is Laurent Rufenacht, co-founder of SEVENFRIDAY and founder of the Swiss design agency Studio Divine. Known within the brand as “the Captain”, he gives ELZ its human character, where technical curiosity sits alongside a sense of humour, and every experiment comes back to a real object designed to be worn.
The same spirit defines the community the brand speaks to, The Electricianz are the curious, audacious and inventive individuals who channel their energy into projects, creativity and life. They are urban, positive and happy to laugh at themselves, and the brand calls them the #Voltloverz. Its inspiration draws on three worlds, vintage steampunk, design-forward tech culture, and urban street art.
ELZ’s latest presentation focuses on three expressions of the brand:
MokaZ: an original since 2017.
One of the brand’s iconic designs since its beginnings, MokaZ captures the original ELZ spirit. Warm brown and copper tones give its exposed electrical architecture an inviting character. Quartz timekeeping meets an independent LED lighting module, which reveals another side of the watch after dark.
Red Alert: two energies, one watch.
Part of the MecaLine, Red Alert pairs automatic mechanical timekeeping with an independent electrical LED module. The movement and the lighting each have a distinct role, and their coexistence defines the watch. Its striking red identity makes that meeting immediately visible.
XO Shadow: imagination in orbit.
The XO collection is a fictional journey between planets, each inspiring its own watch and atmosphere. Shadow explores the mysterious side of that universe through dark tones, blue accents and metallic reflections. Luminous materials replace the LED approach of MokaZ and Red Alert, giving the watch a different relationship with light. The XO case is carbon fibre, inspired by the brand’s “cosmic vessel”, with a twelve-angled, machined glass. Shadow is a limited edition of 333 pieces, as are its siblings Terra and Lunar.
The creativity of ELZ extends across the range, as The MecaLine includes an “Electric Alliance” limited edition with Label Noir Geneva and the red AMG Group 63 edition. Other chapters include the Crypto and Matrix editions, with Matrix limited to 444 pieces. The Neon Z glows under UV light, the Bionic Z has an injected ceramic case, and the Nomad-Z is billed as the first watch with natural sand injected into its case.
Even the packaging is part of the story, and each watch arrives in branded, electrical-inspired wrapping that recalls the way computer microchips once came, because for ELZ the box is a unique piece in itself.
With a brand built around curiosity and a sense of play, The Electricianz is proof that watchmaking can still surprise.
Discover more at www.the-electricianz.com.
