Louis Chevrolet & SOMA

Louis Chevrolet: budget-friendly Swiss watches with flair

SOMA is excited to welcome Swiss microbrand Louis Chevrolet to the launch of our social marketplace, coming in April.

The brand pays tribute to the legendary man of the same name. Louis Chevrolet was the son of a Swiss watchmaker who became an auto mechanic, racecar driver, and co-founder of the Big 3 American auto company that bears his name. Accordingly, Louis Chevrolet watches have an automobile aesthetic, particularly in their dials suggestive of dashboard gauges.

The man, the myth, the legend...

Quality and price: striking a balance

“Louis Chevrolet watches are a compromise between high quality and affordable price,” according to the website. Kudos to the brand for their transparency: ‘compromise’ is not a bad thing, though many brands try to mask the compromises they make. Their watches do use a Swiss-made movement, a remarkable accomplishment at their pricepoint. Even more remarkable is the in-house craftsmanship typically found in higher-priced brands: Louis Chevrolet produces “most of our cover parts and also decorate our movements internally.”

About the manufacture

SOMA: the place for watch lovers & manufacturers

Louis Chevrolet has a rich story behind its brand. Additionally, every watch has its own story.

SOMA enables the tracking and authentication of a watch’s history, empowering successive owners (and the brand) to access the timepiece’s story.

Additionally, SOMA enables a fully social ecommerce experience, bringing a sharing element to discovering, buying, and selling watches.

Telling the stories

The raison d'être of SOMA's horology marketplace

SOMA links


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