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OUR STORY
The Electricianz (ELZ) was founded in 2017 in Switzerland by Laurent Rufenacht, a Swiss creative mind with over 25 years of expertise in the watch industry.
Laurent was a co-founder of the disruptive SEVENDRIDAY brand as well as studiodivine, one of Switzerland’s Leader design agencies.
Driven by a passion for revolutionizing watchmaking, Laurent established ELZ to blend traditional Swiss craftsmanship with electric-inspired technology.
Today, ELZ is a global brand celebrated on five continents, known for creating sophisticated and futuristic timepieces that stand out from the ordinary.
OUR MISSION
At The Electricianz, our mission is to redefine watchmaking by merging art, technology, and energy into bold, innovative designs.
We strive to illuminate your world with timepieces that highlight your unique personality and set new standards in the industry.
By combining new-age technology with traditional Swiss craftsmanship, we create watches that are not only functional but also works of art, perfect for those who seek originality and excellence.
OUR COMMUNITY
ELZ is crafted for visionary individuals who desire to stand out with distinctive, modern watch designs.
Our community consists of forward-thinkers and trendsetters who value originality and seek timepieces that reflect their unique personalities and progressive lifestyles.
These dynamic individuals embrace electrifying styles and innovative watchmaking, choosing watches that are as extraordinary and unique as they are.
Are you one of them?
THE ELZ_LAB / OUR CREATIVE VESSEL
Welcome to The ELZ_Lab, our innovation hub where creativity knows no bounds.
Unlike traditional Swiss manufacturers, our Lab journeys through time and across planets, drawing inspiration from every corner of the cosmos.
Here, our visionary creators merge cutting-edge electrical technologies with avant-garde aesthetics to craft revolutionary timepieces.
The ELZ_Lab stands apart as a unique vessel of boundless creativity and cosmic ingenuity, transforming each watch into a masterpiece of limitless imagination and interstellar inspiration.
Ready for the next ELZ journey?
CLICK & ENTER TO OUR SECRETE LABORATORY IN SWITZERLAND...
WHY WE STAND OUT
Beyond Timekeeping
As a proud Swiss brand, The Electricianz goes beyond traditional watchmaking to create timepieces that are true works of art.
Our innovative designs, inspired by cosmic journeys and cutting-edge technology, make each watch a unique statement of individuality.
With a modern approach and a global presence across five continents, The Electricianz is trusted by visionaries who seek excellence and uniqueness.
Experience the difference with a watch that reflects your dynamic lifestyle and forward-thinking mindset.
Still not convinced?
UNCOVER THE ELZ PATENTED MODULE!
MEET THE INNOVATORS
Meet Laurent
At the helm of The Electricianz is Laurent Rufenacht, the electric force propelling us into the future. With over 25 years of experience in the watch industry, Laurent has consistently shattered norms and defied conventions.
As the co-founder of SEVENFRIDAY, he was instrumental in pioneering a new wave that redefined how we perceive time through visual complications. This groundbreaking movement inspired numerous brands and continues to influence modern watchmaking. By challenging traditional aesthetics, Laurent played a significant role in shaping trends that broke away from conventional timepiece designs.
After moving on from SEVENFRIDAY, he now channels his innovative energy entirely into The Electricianz.
Before forging his own path, Laurent made pivotal contributions at renowned brands like Maurice Lacroix, Coach, and Calvin Klein (CK), where he led global product strategy and design. His leadership infused fresh energy and innovation into their collections, elevating their presence in the market and setting new standards in the industry.
As the founder of studiodivine, Switzerland's premier design agency, Laurent guided a team that electrified design landscapes for both legendary and avant-garde brands. Through studiodivine, he led design initiatives for esteemed names such as Ulysse Nardin, TAG Heuer, Reservoir, REC, and Azimuth. His visionary approach challenged industry standards and pushed creative boundaries, providing cutting-edge design expertise that redefined what was possible in watchmaking.
