TheElectricianz
Laurent Rufenacht co-founded SEVENFRIDAY — one of the defining microbrand stories of the 2010s — before founding The Electricianz in 2017 from Biel/Bienne with creative director Arnaud Duval and the design studio he leads, Studio Divine. The mandate was explicit: make watches inspired by electricity itself, where the visible mechanism is not the gear train, but the current. The Cable-Z design — a cable running through the crystal across the dial — was the first answer.
What We Achieved
The Electricianz patented an in-house LED module that integrates into a hybrid automatic movement — mechanical timekeeping powered by electricity, displayed through electricity, enclosed in a Swiss-quality case. The XO Collection in injected carbon weighs just 48 grams. The brand is now distributed across five continents.
5 Continents of Distribution
48g XO Collection Weight
12 -Angled Crystal
Origin
After SEVENFRIDAY, Rufenacht had proven the appetite for industrial-aesthetic watches from a Swiss independent. The Electricianz asked: what if the aesthetic went deeper? Not just visual references to machinery and electricity — but actually making electricity visible, structural, and central to the watch’s identity. The answer required new engineering.
Design Philosophy
Every element in The Electricianz collection is selected for its relationship to electricity: cables, conductors, battery cells, LED indicators. The Cable-Z design runs a physical cable across the crystal, visible through the sapphire. The LED module — patented — pulses against the dial. These are not decorative references. They are functional components, reframed as design.
The Collection
Three tiers: quartz (battery on display), mechanical hybrid (automatic with LED module), and the XO (carbon fibre, dodecagonal crystal, 333-piece limited edition, quartz Ronda PowerTech). Each collection pushes the brand’s material and engineering vocabulary. The aesthetic remains unified: industrial, electrical, and unmistakable from five metres away.