Elka and Utinam are merging their worlds in the heart of Neuchâtel. Hakim El Kadiri—who breathed new life into the Elka brand in 2022 after discovering the name (which also happens to be his nickname) on a list of defunct watchmaking houses—is embarking on a new chapter. He has established a unique space on Rue des Chavannes. In an era where many local businesses are closing, the entrepreneur is making a bold move: "To me, it’s only logical to do the opposite." While the watch market remains complex, he remains optimistic: "Isn’t this the perfect time to do something meaningful?"
A former micromechanic who rose to become head of development for several brands within the Swatch Group, Hakim El Kadiri is now dedicating this new setting to the rebirth of Elka. This renowned Dutch brand originally ceased operations in the late 1960s. By relaunching it in 2022, his ambition was clear: "To pick up right where it left off." This is reflected in the aesthetic of the current models, which masterfully reinterpret the delightfully vintage design codes of 1969.
While Elka watches are sold globally online, El Kadiri remains convinced of the need for a local anchor. In his view, the European public maintains a relationship with objects that differs from other markets like the United States: they need to feel the product. "I recently launched two watches as a tribute to black-and-white photography. While Americans might buy online without hesitation, a European customer often won't commit to the white model until they’ve been able to touch and try on the black version in-store, even if the specifications are identical." This boutique provides that essential meeting point between the enthusiast and the timepiece.
More than just a boutique, this address is designed as a "hub for sharing dedicated to well-crafted time." Alongside the Elka collections, the space hosts architectural clocks from the Utinam manufacture, created by Philippe Lebru. The Besançon-based clockmaker, famous for the monumental clock at the Place de la Gare in La Chaux-de-Fonds, is renowned for his contemporary works that revisit the traditional Comtoise clock with boldness and technical mastery.
Conceived as an open platform, this location transcends the strict boundaries of watchmaking. "I want to welcome creators—photographers, designers, artisans—who share my commitment to detail and longevity," explains Hakim El Kadiri. To complete this lifestyle experience, he also showcases his local whisky brand, Loch Lãt. Throughout this global project, the guiding principle remains the same: "Matter, measured time, and sustainable aesthetics."