Ernest Borel is a Swiss watch brand that was founded in 1856. It was known for producing high-quality, reliable timepieces and exporting them around the world. In the early 20th century, the brand began selling watches in China, establishing a major market for the company. In the 1950s, Ernest Borel entered the US market and produced a range of watches, including chronometers and water-resistant models. However, by the late 1960s, production had fallen and the brand was absorbed into ASUAG. It was later taken over by Aubry Frères and experienced a resurgence in the 1980s and 1990s. In 1997, the brand was relaunched by Chinese investors, and it is currently focused on the Chinese, Eastern European, and US markets.