It is often said that it is impossible to know in advance what will happen. Yet, this does not mean that everything is pure chance. Sometimes, there is a deeper movement—a force that transcends mere luck. This is what I call resonance: a balance where every line has a reason for being, connecting the heritage of the past to the modernity of the present.
Writing the history of Elka Watch Co. is an exercise in humility. When I set out to wake this "sleeping beauty" in 2022, I did not do so to replace the prestigious lineage that shaped it, but to offer a future to a heritage that deserved never to fade away.This story is a tribute to the Kiek family: to Lazarus, the visionary; to Louis Eduard, the pioneer; and to Ernst Louis, who championed Dutch watchmaking. If I chose to bring this name back to life, it is because of a singular synchronicity: "ELKA" has been my nickname since childhood—the natural contraction of my surname, El Kadiri. This fortuitous encounter with the historical acronym convinced me to become the passionate guardian of this legacy.
The Roots of Amsterdam and the Watchmaker of the Invisible
The story does not begin in a factory, but with the footsteps of Lazarus Kiek in the streets of Amsterdam in 1877. Originally from Groningen, he founded a house that would quickly distinguish itself through a humanistic invention: the tactile watch for the blind. Before him, knowing the time without sight was complex and expensive. By designing a tactile dial, he allowed the visually impaired to read time with their fingertips. This quest for absolute legibility remains the soul of our creations today.
The Invention of ELKA and the Golden Age
In 1913, his son Louis Kiek created the official acronym: ELKA (Eduard Louis Kiek Amsterdam). Located at 206 Kalverstraat, the house became the "Watchmaker to the Queen" of the Netherlands. Louis understood that the future lay in Switzerland. As early as 1918, Elka collaborated with the greatest names: Ulysse Nardin, Heuer, Rolex, and Minerva.Innovation was constant during this era:
After more than a century of brilliance, the Leidsestraat boutique closed its doors in late 2000, marking the sunset of a family era.
The Numa Jeannin Sanctuary (1992–2013)
Few people know that the ELKA name was preserved in the Val-de-Travers. Between the end of the Kiek era and today, the Numa Jeannin S.A. manufacture (parent company of Olma) acted as a guardian. By registering the trademark in 1992 in Fleurier, they protected it from usurpation until 2013. This "protected sleep" allowed the brand to remain intact until I took it over.
The Synchronicity of the Logo
The rebirth of ELKA in 2022 was marked by unsettling anecdotes. While I was developing the visual identity for the new era, I drew a logo intuitively. It was only later, while diving into the historical archives, that I discovered with amazement that it was almost identical to the ELKA logo from the 1950s. Without knowing it, my hands had found the path traced by my predecessors.
The Connection: Neuchâtel
Today, ELKA is established at 16 rue des Chavannes in Neuchâtel. By opening this boutique, we are performing a symbolic return to our roots. While the origins are Dutch, the heart now beats to the rhythm of Swiss excellence.
Guided by the principle "Form Follows Feeling," we have structured our collections to evoke immediate emotion:
In 2027, we will celebrate our 150th anniversary. To us, this milestone is more than a date; it is a promise of continuity. ELKA serves as a bridge between two centuries, united by a singular, enduring love for the temporal object.
