====== Election ======

{{wst>author|[[Foskett, Stephen|Stephen Foskett]] ([[https://grail-watch.com/|Grail Watch]])}}

**Election** was a historic Swiss watch brand active from [[1848]] through the 1980s. Founded by the Braunschweig family of Hamburg, the Election brand debuted in [[1904]] and was the leading [[La Chaux-de-Fonds]] factory until bankruptcy in [[1931]]. It was re-formed as **Nouvelle Election** the following year and lasted through [[1987]] when it was renamed **Douest**.

===== Braunschweig in La Chaux-de-Fonds =====
In the 1950s, Election traced its roots to [[1848]] in [[La Chaux-de-Fonds]], but this is not precise. The company can trace directly back to Lazare Lucien Braunschweig ([[1819]]-[[1899]]), who worked as a watchmaker in the area, but it was his brother, Alphonse Braunschweig, who first established himself as a watchmaker.

Alphonse is listed as **A. Braunschweig**, a watchmaker in [[Le Locle]] as early as [[1854]]. [[Indicateur Davoine]] shows "Abm. Branschveigt" at Grande Rue 89 that year, correcting this to "A. Braunschweig" on Rue des Fontaines 198 in [[1855]] and [[1856]]. Braunschweig moved to [[La Chaux-de-Fonds]], on Rue de la Serre, by [[1860]], and perhaps as early as [[1859]], when "H. Braunschweig" is shown at number 20. The following year we see "A. Braunschweig" at 18, moving back to number 20 in [[1861]] and 22 in [[1875]]. This would be the permanent address of Braunschweig and Election through [[1904]]. Other members of the Braunschweig family worked there as well, including J. Braunschweig & Cie (at Serre 25) which produced watches for the American market.

It is likely that Lazare worked with Alphonse in La Chaux-de-Fonds, and it was Lazare's son Alphonse "Alvi" Braunschweig ([[1855]]-[[1906]]) who would continue the family watchmaking firm. He could be the "Braunschweig et Levaillant" listed at Rue de la Serre in [[1877]] and Rue Léopold Robert 55 in [[1879]]. Lazare is specifically listed in [[1883]] and Braunschweig et Levaillant is no longer. We first encounter **Les Fils de L. Braunschweig** in [[1886]], and this was certainly Alvi's firm.

Alvi's sons, Arnold ([[1884]]-[[1918]]), Lucien ([[1885]]-[[1958]]), and Georges ([[1892]]-[[1975]]) Braunschweig would continue to be involved in the company and would retain this name for decades.

Lucien would be quite active and well known in La Chaux-de-Fonds and continued the work of his father at Rue de la Serre 22 before relocating the company to a new facility in the Eplatures district on the road to Le Locle in [[1905]]. This coincided with a joint venture with A. Braunschweig & Cie of Hambourg (perhaps his brother Arnold or uncle Alphonse), likely with more investment and rapid expansion.

Lucien Braunschweig took a lead role after his brother died in [[1918]] of Spanish Flu. Later, Georges Braunschweig would become President of [[Portescap|Universal Escapement/Portescap]], manufacturer of [[Incabloc]], which he founded in [[1931]] along with Election manager Fritz Marti.

===== Fabrique Election =====
Lucien Braunschweig appears to have joined forces with a relative from Germany to expand his company in the 1900s, as Swiss production of watches was ramping up. Braunschweig planned to build a large factory to on the plain West of La Chaux-de-Fonds to implement the "American system" of mass mechanized production. Ironically, he first set up shop producing **Election** brand watches at the [[Montbrillant Watch Manufactory]] alongside [[Breitling|Léon Breitling]] and [[Couleru-Meuri]]. Charles Couleru-Meuri was an outspoken critic of mass production, preferring the old system of hand work, and this must have been a point of contention between them.

Election's [[1904]] launch featured the iconic image of the Montbrillant factory with an imagined "Fabrique Election" sign on the roof, just as Breitling and Couleru-Meuri did in their own ads featuring the building. The company offered high-quality thin pocket watches with movements measuring 3 or 4 mm thick and fine regulation. Notably, Election included an [[keyless works|integrated crown setting system]] that dispensed with the [[pin set|pin]] or [[lever set|lever]] used on other watches.

The Election factory was to be built at the end of Rue de la Paix directly west of La Chaux-de-Fonds near the Eplatures headquarters of the factory. Election had begun construction by February [[1904]] with a planned opening of [[1905]], by which time 250 workers would be needed. The factory expanded rapidly in the 1910s, with an additional low-rise workshop area added to the south by [[1918]] and additional buildings constructed to the north and west by [[1924]]. Soon Election was one of the largest watch manufacturers in La Chaux-de-Fonds. Lucien Braunschweig was part of the School of Commerce and [[Swiss Watch Chamber|Swiss Watch Chamber of Commerce]] during this period.

The Great Depression hurt Election earlier than many other Swiss companies. By mid [[1930]] the massive factory was on the brink of bankruptcy. Some patents were reassigned to the banks and the company and all its assets were put up for sale. With no buyer, by December, Lucien Braunschweig, his brother Georges and son Paul faced administrative action and bankruptcy. Les Fils de L. Braunschweig, Fabrique Election, officially closed on November 2, [[1931]] and was ordered to be liquidated.

===== Nouvelle Election =====
With Election bankrupt, the Braunschweig family began raising funding to re-start. In [[1931]] the family created a new company, **Nouvelle SA des Montres Election** and this group purchased the **Election** brand by April [[1931]]. Seeing no buyers even in liquidation, Nouvelle Election purchased many of the assets of the old and continued the activities in the same factory and with many of the same patents and products. At this same time, Georges Braunschweig and Election manager Fritz Marti founded [[Portescap]] to produce [[escapement]]s and [[shock protector]]s. This firm was located across the street from Election and remains at this location today.

In [[1930]], a second company, **Société Anonyme pour la Vente des Montres Election** (S. A. V. E.) was formed in Geneva to continue the distribution of Election branded watches. With the Election brand revived as Nouvelle Election, this company lost access to the name and was renamed "SAVE" in [[1938]].

The revived company was able to regain some market share in the 1930s, and in the 1940s followed the branding trend. Nouvelle Fabrique Election SA produced watches under the **Electron**, **Selection**, and **Grand Prix** brands as well as **Election**. The Grand Prix brand lasted through the 1950s and was almost as well-known as the primary Election brand. Another brand, **Elictrion** was not as popular.

By [[1945]], René Didisheim became President, with Lucien Braunschweig taking the role of Secretary. Lucien Braunschweig died on July 11, [[1958]] at the age of 73. He had lead Election and Nouvelle Election for over 50 years and was greatly involved in La Chaux-de-Fonds commercial activities as well.

Election was among the companies adopting the [[ultrasonic]] cleaning and hermetically sealed case trend of the 1950s. After [[1955]], Election watches were produced using this method. Through the 1950s, Election was well known for the Grand Prix, and this was featured on many of their watches. The company was well represented in Asia and Latin America, where it was often partnered with [[Girard-Perregaux]]. One notable advertisement in the 1950s called attention to an Election Grand Prix watch that was carried by the crew of the raft Tahiti Nui, similar to [[Eterna]]'s Kon Tiki.

In the 1960s, Election emphasized their high-jewel watches. The Supermatic 41 had a 41-jewel movement with date and central seconds. Other model names used in the 1950s included Tropical Special, Electrovar, Gold Hood, Everlast, Timelight, Connoisseur, Evergreen, Ocean King, Everbest, Super-Electron, Carrier, Electrion, and Superdate de Luxe.

Election was unable to compete in the 1970s, however. Most of the company's trade marks expired during the decade as they fell into disuse, including Grand Prix and Supermatic. Others, like Vymo, Electron, and Desport, lasted into the 1980s. The company remained in business through the 1980s, relocating to a small office at Rue du Doubs 93 in [[1983]]. The company was renamed **Douest SA** in [[1987]] and disappeared soon after.

===== Election and Marvin =====
Election worked closely with [[Marvin]] in the post-war period, and the two companies share some watch movements. For example, Election's Cal. 875 became Marvin's Cal. 700 in the 1960s, and this was later also used by [[Longines]] as Cal. 490. Similarly, Marvin's rectangular Cal. 160 became Election's Cal. 275.

Although it is widely claimed that Election was purchased by Marvin in [[1950]]. The companies were located next door to each other, Election at Rue Numa-Droz 142 and Marvin at 144-146, but [[Tavannes]] was on the other side at 134-138 and these three companies had been neighbors since the 1930s. It is unclear what the relationship between these companies was. There is no documentation of ownership of Election by Marvin or of Election being part of the [[MSR]] group.


{{tag>Watch_brands Watch_brands_Switzerland La_Chaux-de-Fonds}}