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March 18, 2010updated Feb 11, 2013

L. Leroy Connects With Its Heritage To Prepare Rebirth

By Pardhasaradhi Gonuguntla

Basel, Switzerland — L. Leroy with a history dating back to 1751 is looking to its heritage as it plans for a rebirth in October.

With the guidance of veteran Swiss watch executive Aldo Magada, L. Leroy is seeking to build on its heritage of serving European royalty.

The watchmaker’s interesting history includes keeping time for the S.S. Normandy on its Blue Ribbon run as fastest liner on the Atlantic in 1935 and an interesting feat in 1944 when Stalin wore an L. Leroy watch at the same times as American General Dwight Eisenhower.

In the 1950s an innovation by L. Leroy was applied to technology used in French submarines for over three decades. An anti-magnetic chronometer launched in 1957 was used in various polar expeditions.

For four years under the same ownership as Festina and Perrelet, L. Leroy is returning to the market this Fall in a significant way Magada told Elite Traveler during an exclusive interview during the Baselworld fair.

Several new collections are being made ready, each recalling the brand’s rich history with classic styling and significant complications.

Magada said pricing will start at approximately $30,000 and distribution will be worldwide but with limited production.

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