Carl. F. Bucherer
Carl F. Bucherer, the Manufacture
Carl. F. Bucherer
Carl F. Bucherer, the Manufacture
Made of Lucerne
The sense of pride that Carl F. Bucherer expresses in its capacity as a leading manufacture is as much a part of its present-day identity as it is a part of its origin story. Founder Carl Friedrich Bucherer opened the doors to his first watch and jewellery boutique at Schwanenplatz in Lucerne, Switzerland in 1888. It didn’t take long from that point for him to recognize the untapped potential in the realm of wristwatches. In this regard, aside from simply shifting his focus towards retailing some of Swiss watchmaking’s respected brands, he was quick to invest in the production of his own watches that would bear his own name.
That’s not to say that he went out and bought a watchmaking brand, or simply acquired the necessary tools and hired artisans to help realise his vision. Serendipity would have it that, inspired by the passion he had for the work he did, Carl Friedrich’s sons, Ernst and Carl Eduard Bucherer were moved to become a watchmaker and a goldsmith, respectively. And it was his sons who, in 1919, helped realise his watchmaking vision with the first wristwatch to bear the family name. Thus, the mandate was established that the company must be responsible for and manufacture its own watches in a way that there is no compromise in the accuracy with which its watchmaking aspiration is realised.
Carl F. Bucherer’s Chief Technology Officer, Samir Merdanovic, says, “You could describe our manufacturer as the heart of our brand. This is where specialists who have mastered the skills of their profession work their magic; concepts are defined, sketches are drawn and 3D models are the ultimate proof of concept, which confirm that we are on the right track, blending age old watchmaking skills and cutting-edge technology. We produce and assemble most of the parts in the watch movement, place it in the case and test the watch extensively to ensure it meets our exacting standards.”
Brand Worlds
There is yet another step that the company has taken to make sure that the world is able to understand and appreciate Carl F. Bucherer’s unique stance in watchmaking. It has managed this by subdividing its watchmaking into four distinct pillars. Explains Sascha Moeri, the CEO of Carl F. Bucherer, “We wanted to offer our customers a more accessible journey through our brand. These brand worlds allow us to review our 133-plus year history but also to look ahead. They are an ideal thread connecting all the things Carl F. Bucherer had done in the past and those we are aiming to do in the future. They have proven to be ideal ways to communicate with our audiences effectively and entertainingly.”
We start with Maison & Heritage, which reflects the company’s dedication to contemporary craftsmanship and the art of traditional watchmaking that has defined Carl F. Bucherer since its early days. The word Maison indicates that the timepiece is equipped with one of the brand’s in-house movements with the peripheral technology unique to the company. Thereafter, the word Heritage distinguishes the watches that are created to tangibly reflect and honour the history of Carl F. Bucherer and its over 130 years of watchmaking. In summary, the Maison & Heritage timepieces embody the brand’s “Made of Lucerne” mantra: each of these is an expression of the brand’s values and a loving tribute to its hometown. Maison & Heritage primarily accounts for the company’s Heritage collection of watches.
This was a superbly forward-thinking way to embed the company in the John Wick universe, on top of simply appearing on his wrist. And it’s not just Hollywood and leading male characters that Carl F. Bucherer works with. The brilliant Chinese actress and singer and longstanding global Carl F. Bucherer Ambassador Li Bingbing wears her Pathos proudly. Shares Mr Moeri, “We are absolutely delighted to be working with Li Bingbing. She is an enormously talented actress but she is so much more. She’s a fascinating and strong personality, with a passion for the planet, who embodies the Entertainment & Style brand world and perfectly represents our values.” The Adamavi and Pathos collections highlight the Entertainment & Style brand world.
Peripheral
The breadth and depth of Carl F. Bucherer’s watchmaking heritage, paired with the intentional exploration of universes far removed from that of horology, have empowered the company to constantly seek new innovations beyond its earlier glories.
In 2008, with a clear understanding of the reality that people no longer wore their wristwatches for utility but rather out of a pure emotional desire, Carl F. Bucherer developed and manufactured the CFB A1000 movement, featuring the world’s first serially-produced peripheral rotor whose oscillating weight orbits the movement. This patented peripheral rotor combined the convenience of an automatic movement with an unencumbered view of that movement through a transparent sapphire caseback, which enhances any watch lover’s enjoyment.
The idea behind the CFB A1000 was fine-tuned with the launch of the COSC-certified CFB A2000. Mr Merdanovic says, “You may know that Carl F. Bucherer is admired around the world for its peripheral technology. In short, with this technology, parts are not fixed to the movement’s plates or bridges, but instead, rotate on a periphery type ball bearing. It allows for thinner watches and an unobstructed view of the movement.”
Since then, the movement’s lineage has given us the exemplary heights of watchmaking such as the Heritage Tourbillon Double Peripheral – Limited Edition in 2018, powered by the in-house developed and manufactured CFB T3000 calibre, which boasts Carl F. Bucherer’s peripheral rotor knowhow and is regulated by a stop seconds tourbillon movement with a carriage driven at its periphery. The movement’s accuracy and performance are confirmed by its status as a COSC-certified chronometer.
It is worth noting that customers who acquire this ultimate expression of luxury watchmaking will have a number of individualization options. These include the colour of the gold or the choice of other precious metals used to craft the case and certain components, the possibility to select different jewels and, significantly, to have a unique engraving that will distinguish this timepiece from every other watch in the world. In summation, Mr Moeri says, “Clearly, our accomplishments in peripheral technology have become our flagship. When we secured our patent on the peripheral winding system back in 2008, it sparked the passion that ultimately led to the creation of this new masterpiece. We are proud of what we’ve achieved and excited about sharing it with the world.”