CARL F. BUCHERER – The Brand Story11:25 am
There are certain watch brands that do not have to shout luxury to prove a point. Their rich history does it for them. Carl F. Bucherer is one such Swiss brand that carries with it a legacy worthy of royalty. A name synonymous with quality and originality, the watchmaker has a grand lineage of 125 years. A family owned business which still holds true to its culture and tradition, it is no shock that Carl F. Bucherer watch owners believe it to be one of their most prized possessions. The watch belong to people with a refined taste, those who can differentiate between true artistic expression and an attempt to luxury. Its history magnifies some of the most path breaking inventions in the watch world. At “The Watch Guide”, we decode the brand story and understand how one of the world’s most luxurious watchmakers carried its tradition through ages – CARL F. BUCHERER – The Brand Story
The year was 1888; a year of change, a new era for the Swiss watch industry. The world was getting to know the art of watchmaking better and was accepting it with open arms. It was also the year when Carl Friedrich Bucherer and his wife Luise opened their first store under the name of Bucherer at Lucerne’s Falkenplatz. Mr. Bucherer was a fine businessman and had a great sense of aesthetics, something he inherited from his father. The first few years of the Bucherer business witnessed massive economic upturns and expansion. They soon opened their second boutique in Kalellplatz and Kapelgasse.
“Inspired by a passion for the watchmaker’s craft and the jeweler’s art, Carl F. Bucherer has developed mechanical movements and produced refined timepieces with a strong profile and lasting value.”
The business was further expanded under the wings of Carl F. Bucherer’s son Ernst and Carl Eduard Bucherer. After completing their education in watch making the two brothers joined the family business in 1913. A rapidly growing business which had expanded into the jewellery sector witnessed its crowning glory when the brand manufactured its first ladies collection in 1991. The many years of success were marred by the cruel blow of fate when Wilhelmina Bucherer-Herb died due to drowning during the crossing of ship between Argentina and Chile. This twist of fortune led the two brothers to return back to the family business in Lucerne. The following years saw the brothers expand the business further in their own continent.
In 1924, Ernst Bucherer entered into a particularly fruitful partnership with Hans Wilsdorf, the founder of Rolex. He decided to include the then little-known watch brand in its range. Today, Rolex is one of the world’s most celebrated watch brands and remains the House of Bucherer’s most important partner. The brand also acquired a spacious premise in Schwanenplatz in 1930’s and built a flasgship store which exists till date.
During times of economic crisis and the war years, the brothers clung firmly to their father’s vision. Driven by a quest for absolute quality and the desire to ensure the individuality and uniqueness of their jewelry and watches, the two men consolidated their position. In the following years, Bucherer established itself both as a specialist for gold and silver products and for its sales of quality timepieces.
Over the past 125 years the Bucherer family has lived its legacy. Thanks to its innovative flair which consistently combines traditional values and technical expertise with impeccable style, the company is ideally equipped for the future. It has created some marvellous inhouse movement like the A100 calibre which unites aesthetics of a hand wound movement with the ease of an automatic movement. The peripheral arrangement of the oscillating weight supplies energy when turning in either direction, with high power transmission. It also enables an uninhibited view of the carefully decorated microcosm within, while producing a thinner caliber.
“The CFB A1000 caliber produced by Carl F. Bucherer is an expression of a new era in the watchmaker’s art.”
Below is a brief timeline which sheds light on the years Carl F. Bucherer has contributed to the watch industry.
1888 – Carl Friedrich Bucherer set up the first watch and jewellery store in Falkenplatz in Lucerne.
1913 – Carl Eduard and Ernst Bucherer, the two sons of Carl F. Bucherer join their parents’ business.
1919 – The first line of ladies watch collection was released. With the revolutionary bracelet design, the watch created an example in the watch industry.
1930 -A classic rose gold men’s watch created with a nikel finished hand winding movement and a fine textile strap.
1934 – A uniquely designed square watch in a leather case marked the innovative spirit of the brand.
1948 – The brand crafted a sporty chronograph with a big date display showcasing a new turn of events in the industry.
1955 – This exquisite yellow gold watch with 52 diamonds gave the traditional ladies’ watch a noble feel.
1960 – This splendid one of its kind art deco watch was crafted with sparkling diamonds to create a magnificent effect.
1970 – The Archimedes collection was launched with this eye catching yellow dial timepiece and brown leather strap.
1976 – Jörg G. Bucherer – the third generation – took over the tradition-rich company.
1982 – The classic pocket watch was reinvented with exceptional functionality and a design that was unique and magnificent.
1985 – The brand branched out to the new world and created an analog quartz watch communicating its additional functions in the digital display in the lower part of the dial.
1990 – This two-tone chronograph with day/date function was simply stylish and featured an intricately crafted bezel.
1992 – A classic coin shaped protection was created to hide the glorious dial.
1994 – The Archimedes Perpetual Calendar was launched. A revolution for its age, the watch featured amazing functionalities
2008 – The first in-house movement, A1000 calibre was created that showcased the brands innovative strength
2013 – The Grande Manero Tourbillon Limited Edition was crafted to prove to the world the brands strength in technical innovation.
Here is a video on the history of a brand that has stood the test of time:
By Disha Birdie
Sr. Features Writer, The Watch Guide
A budding writer and watch enthusiast with a passion for discovering Swiss watchmaking know-how.