Bucherer is well know in its home country of Switzerland and is a top seller of leading watch brands from Rolex to Audemars Piguet. In 2001 it expanded its own namesake brand beyond its own stores and today Carl F. Bucherer has spread its wings worldwide. Raymond Chen, high-rank luxury editor and reporter in Chinese media world in North America, formerly working for Shang Media and currently as the board member and superintendent of luxury division of ZUN Media, interviewed with CFB CEO Sascha Moeri from New York. Following is the dialog before translating into Chinese, here we present as record.
Ray: In comparison with other premium watch brands on same level, what features differentiate CFB from the rest brands?
Bucherer: To answer this question let me explain the four most important factors that form together our unique DNA.
Bucherer: To answer this question let me explain the four most important factors that form together our unique DNA.
First of all it is the history of our company itself: In 1888 Carl Friedrich Bucherer opened his first watch and jewelry store in Lucerne, Switzerland. It is now owned and run by the third-generation sole shareholder, Jörg G. Bucherer, the founder’s grandson. No other watch company in Switzerland has that kind of pedigree, and it has ensured the continuity and consistency that run through all we do.
The second pillar is our watchmaking skills and our manufacturing abilities. We’ve always combined leading-edge watchmaking skills with practical functional features. Our watches are still the product of the same philosophy and engineering that went into their predecessors and even feature some of the same components. For us, it’s the essence of pure Swiss watchmaking. Very much out of this reason, we decided to invest into Carl F. Bucherer Technologies and created the exceptional movement with peripheral rotor; the CFB A1000. As we move into the future, our timepieces will continue to blend state-of-the-art technology with forward-looking design and expertise. We are keenly aware of our tradition but driven by innovation.
Additional – as the third essential element of our DNA – we can draw on over a century of first-class jewelry-making expertise that enables us to produce fabulous gemstone-encrusted watches with a distinctly feminine appeal.
The fourth factor is the quality of our products themselves. They are beautifully designed and they just feel good on your wrist. One thing is for sure: We have never made compromises on quality and never will.
The fourth factor is the quality of our products themselves. They are beautifully designed and they just feel good on your wrist. One thing is for sure: We have never made compromises on quality and never will.
Ray: Watch fans are talking about the news that over the past few years CFB has been buying back Bucherer watches all over the world. Would you comment on this (the motivation, the effect, etc.)?
Bucherer: Over the past few years we have been buying back Bucherer watches from all over the world. Now, we have an impressive collection of fabulous watches which we are exhibiting right now on a road show in different countries.
The visionary Carl Friedrich Bucherer created special timepieces which are still today fascinating and extraordinary. For example the revolutionary collection of Art Déco-inspired ladies’ watches launched in 1919 which came with wristbands that were new for that time, or the stylish men’s models of the 1950s and 1960s. By having a look at the watches you can see the changes and the evolution over time – our watches have become more and more complex – now they include several time zones, a perpetual calendar and a tourbillon. Showing those watches is also showing an important part of our history.
The visionary Carl Friedrich Bucherer created special timepieces which are still today fascinating and extraordinary. For example the revolutionary collection of Art Déco-inspired ladies’ watches launched in 1919 which came with wristbands that were new for that time, or the stylish men’s models of the 1950s and 1960s. By having a look at the watches you can see the changes and the evolution over time – our watches have become more and more complex – now they include several time zones, a perpetual calendar and a tourbillon. Showing those watches is also showing an important part of our history.
Ray: I hear that CFB watches gain value as time goes. What are the main factors that lead to the value rise of CFB watches?
Bucherer: Look at our watches – you can feel the quality of craftsmanship that lies within them. We are working with precious materials for 125 years and we have a long experience in watchmaking skills. But we never only concentrate on our history and tradition – we always combine classical craftsmanship with innovative concepts to create something new. That’s what makes our watches so unique in the entire watch market – and of course interesting to all watch connoisseurs.
Ray: During the past 125 years, what were the biggest successes and biggest setbacks for CFB? And how did you overcome the setbacks and receive your new brilliance?
Bucherer: The most important milestone in our history was of course the opening of the first store in Lucerne by Carl Friedrich Bucherer in 1888. He was very successful in selling watches and jewelry so he decided to create his own watches. In 1919 the first collection of ladies’ wristwatches was launched under the name of Bucherer. This is in my opinion another success in our history. Third, in 2001 we repositioned our brand under the name of the founder, Carl F. Bucherer. And fourth, we achieved in 2011 and 2012 the best result ever in the history of the company.
Of course, we also had difficult situations in our history but we never gave up. We are always trusting in ourselves and the brand. From the very beginning on, when Carl Friedrich Bucherer opened his first store, following his visions, we are courageous in every step we make.
For the future, I would love to see Carl F. Bucherer expanding its brand presence in the industry. We are very strong in Europe which is our home market but we are also very strong in Asia and the USA. For the Middle East, India and South America I see a lot of potential for us.
Ray: It is well-known that in 1919 CFB launched the Art-Deco-inspired ladies’ watch collection, which was a revolutionary development, and these Art Deco watches were soon to conquer the world of ladies’ wristwatches. Based on your brilliant in the past, how is your performance in ladies' watches market in the world today?
Bucherer: We have always tried to strike a balance between the models we produce for men and women. Our sale quantity is about 70% men’s watches to 30% ladies’ watches, while in production the numbers are rather 60% to 40%. As you mentioned, it is essential to our DNA creating distinctive ladies’ watches. These include the Alacria RoyalRose and the Alacria TwoTone which we presented at this year’s Baselworld. They cover a lot of our sophisticated high-quality jewelry making which tends to set them apart.
Ray: Speaking of ladies' watch, CFB launched Alacria RoyalRose in 2013 Baselworld, and we will give it a special feature in our December issue. What is the price point of this piece? Is this collection meant to be another premium watch collection, or more like a fashion watch line?
Bucherer: In the Alacria collection we combine two of our traditions: watchmaking skills and jewelry expertise. All models of the Alacria collection have this unique shape which makes them recognizable all over the world. Plus, we work with precious materials and stones. The exquisite case of the Alacria RoyalRose, set with 137 shimmering sapphires and 137 diamonds, is made of 18-carat white gold. This watch is limited to 125 pieces and costs USD 69’000 – so all in all it is indeed a very exclusive watch.
Bucherer: In the Alacria collection we combine two of our traditions: watchmaking skills and jewelry expertise. All models of the Alacria collection have this unique shape which makes them recognizable all over the world. Plus, we work with precious materials and stones. The exquisite case of the Alacria RoyalRose, set with 137 shimmering sapphires and 137 diamonds, is made of 18-carat white gold. This watch is limited to 125 pieces and costs USD 69’000 – so all in all it is indeed a very exclusive watch.
Ray: Among the pieces CFB launched to celebrate your 125 anniversary, such as the 2013 Baselworld new releases like the Patravi TravelTec FourX Limited Edition, MANERO PowerReserve, and the Manero MoonPhase Limited Edition, in your personal point of view, which collection has the strongest potential in the collectors market?
Bucherer: In my opinion, all our collections are essential to our brand and form unique parts which make in combination the DNA of our brand. Despite the feminine and charming Alacria collection we also offer a technical modern collection which is equipped with several sophisticated functions: the Patravi Collection. The Manero collection is very attractive for lovers of the classic but yet modern watch and connoisseurs of craftsmanship. Finally the Adamavi collection is a traditional and a clearly designed line. So to sum up: we offer the best in watch making and jewelry making for watch aficionados and collectors.
Ray: Which country is biggest market for CFB in the world? Where is China’s market standing?
Bucherer: We are very strong in Europe because we have our own distribution network there. The brand awareness of Carl F. Bucherer is very advanced in Europe especially in the German speaking countries. With 25% of total volume,Europe is a very important market for us. Having a look at our worldwide market segmentation the numbers show that Asia is with 40% one of our strongest markets. In the Americas it is about 25% and 10% in Middle East and the rest of the world.
Regarding growth markets, we are in a very lucky position because we have many markets left to explore. We are always strong in Asia as we started out in China at a very early stage. We benefit from raising brand awareness in this country and our store concepts are well received. That is why we tend to further push the opening of new stores there.
Ray: How are your achievements in Chinese market? How you judge the future of China's luxury consumption market?
Bucherer: We perceive high potential for Carl F. Bucherer in Chinese market regarding our sales figures and the awareness of our brand. The sales figures in this market develop according to our expectations and our production figures have continued to rise steadily over the past few years. Our timepieces offer buyers a perfect combination of aesthetic appeal, traditional watchmaking, craftsmanship and advanced technology. We are driven by a passion for traditional watch- and jewelry making. Especially this tradition and our 125-year history give us attestable quality and continuity. Chinese consumers appreciate these invaluable attributes of our brand and models. They are fans of our traditional, classical watches with sophisticated complications and eye-catching designs.
As we are a luxury, high-end and premium watch brand, we believe that this sector will remain strong in Europe and the USA and that there will be growing demand for luxury watches in the Chinese consumption market. Known luxury trends as for example the desire of high quality, impressive tradition and hand-crafted manufacturing underline the high potential of Carl F. Bucherer in this raising market.
Editor: Lawrence Davinci / ZUN Media; From: Shang Magazine
As we are a luxury, high-end and premium watch brand, we believe that this sector will remain strong in Europe and the USA and that there will be growing demand for luxury watches in the Chinese consumption market. Known luxury trends as for example the desire of high quality, impressive tradition and hand-crafted manufacturing underline the high potential of Carl F. Bucherer in this raising market.
Editor: Lawrence Davinci / ZUN Media; From: Shang Magazine
