Download PDF - Carl F. Bucherer

125-year Jubilee
A Swiss history of time
N o7
BY CARL F. BUCHERER

INSIGHT Nº7
3 EDITORIAL:
Sascha Moeri, CEO
Bucherer Montres S.A.
4 FEATURE STORY:
125-year Jubilee
10 TALKING TO:
Sylvie Ritter,
Managing Director
BASELWORLD
12 NEW PRODUCTS:
Manero PowerReserve
2 – INSIGHT BY CARL F. BUCHERER Nº7
12
20
28
14 CATCHING UP WITH:
Abraham Koshy,
Group Manager
Rivoli Group LLC
18 SPONSORSHIP:
Fashion for Floors
20 Q&A:
Q&A with Sylvester
Stallone
22 IMPRESSIONS:
People
24 DROPPING IN ON:
Christian Both, Manager
Bucherer Berlin Kudamm
4 14
10
26 DROPPING IN ON:
Jacqueline Schröder,
Manager Bucherer Berlin
Friedrichstrasse
28 NEW PRODUCTS:
Patravi TravelTec FourX
Limited Edition
30 VIEWPOINT:
Daring to be different
31 NEW PRODUCTS:
Alacria RoyalRose
Impressum
INSIGHT by Carl F. Bucherer
Issue 7 | April 2013
Published by
Carl F. Bucherer
a brand of Bucherer Montres S.A.
Langensandstrasse 27
CH-6002 Luzern
Tel. +41 41 369 70 70
Fax +41 41 369 70 72
insight@carl-f-bucherer.com
www.carl-f-bucherer.com
Project management and
Editorial Team
Bucherer Montres S.A., Luzern
Convensis Group, Stuttgart
Art Direction
Kerstin Vorwalter, Ulm

EDITORIAL
Dear Readers,
In 2013, we celebrate the 125th anniversary of Bucherer’s foundation.
And that means we can look forward to even more excitement
in a year already destined to be a memorable one. Because, following
the redesign and opening of BASELWORLD in 2013 after
several years’ planning and preparation, the world’s biggest fair for
the watch and jewelry industry enters a new era. Under the motto
“Brilliance Meets”, the fair has created more room for innovative
ideas. In this issue of Insight, we talk about them to Managing
Director Sylvie Ritter. To mark the event, Carl F. Bucherer has
an impressive new stand concept: it is a fitting way to celebrate –
and to maintain – 125 years of Swiss watchmaking history.
The fact that Carl F. Bucherer is firmly on the right track is reflected
in an award won by the Manero ChronoPerpetual in October
2012, when it was voted best chronograph at the “Middle East
Premier Awards for Watches, Jewellery and Pens” held in Bahrain.
The timepiece’s integrated perpetual calendar aptly summarizes
Carl F. Bucherer’s philosophy: a philosophy that brings together an
impressive corporate history with technical innovation and uses this
as the foundation of its future. With the same exemplary dedication
and passion demonstrated by our interviewees Jacqueline Schröder
and Christian Both, the General Managers at Bucherer’s stores in
Berlin, or Abraham Koshy, Group Manager at the Dubai Rivoli
Group.
But apart from our own staff, we have to thank the people who wear
watches by Carl F. Bucherer. They are the individuals who particularly
appreciate the brand spirit and take it out to the rest of the
world. One prominent fan is American actor Sylvester Stallone, who
shares his enthusiasm for the Patravi TravelTec with us in this edition.
I’m delighted that we are able to show you the latest addition
to the line, the Patravi TravelTec FourX Limited Edition, on the
following pages, together with other new products like the Manero
PowerReserve and the Alacria RoyalRose. I’d also like to invite you
to pay a visit with me to the incredibly diverse world of carpets on
display at the Monte Carlo FASHION FOR FLOORS store owned
and run by design specialist and floorcovering couturier Kamyar
Moghadam, who is currently transforming the world’s floors.
After all, space and time are two of the most essential aspects of our
existence.
I wish you fascinating reading.
Yours truly,
Sascha Moeri,
CEO Bucherer Montres S.A.
INSIGHT BY CARL F. BUCHERER Nº7 – 3

FEATURE STORY
125-year jubilee
A Swiss
history of time
4 – INSIGHT BY CARL F. BUCHERER Nº7

The year 1888 was an extraordinary one.
It was a year of change, of upheaval, and of
transformation. It was also the start of a
new era in the history of Swiss watches. Together
with his wife Luise, Carl Friedrich
Bucherer opened his first store under the
name of Bucherer at Lucerne’s Falkenplatz.
Carl Friedrich obtained the necessary startup
capital, together with a finely developed
sense of aesthetics, from his father, who had
already established a thriving toy business
in Basel. Bucherer’s first years in Lucerne
were marked by economic upturn and expansion.
The boutique at Falkenplatz soon
proved to be too small, and
the Bucherers found new
premises at Kapellplatz and
in Kapelgasse. Wisely, Carl
Friedrich Bucherer chose to
give his sons the benefit of a
good education. Ernst spent
three years at a watchmaking
school in St. Imier while Carl
Eduard Bucherer embarked
on an apprenticeship as a
goldsmith in London. In
1913, after completing their
training, the two brothers
joined the family-owned
company. Ernst and Carl Eduard complemented
each other perfectly, so it came as
no surprise when they decided to open a
jewelry-making workshop and store in Berlin.
The shop at number 47, Unter den Linden,
rapidly established an extremely good
reputation, which attracted a great deal of
customers and even the attention of the
Emperor himself. Soon, the two brothers
had been appointed official purveyors to the
imperial court. The crowning glory of these
successful years came with the launch of
their first ladies’ collection in 1919.
It was, above all, political unrest in Berlin
that prompted Carl Eduard and Ernst
Bucherer to give up their business and leave
the country. But Ernst Bucherer also had
the itch to travel. So, in the 1920s, together
with his brother Carl Eduard and sister-
in-law Wilhelmina, he founded wholesale
trading operations in Argentina and Chile.
These successful years, however, were to be
marred by a cruel blow of fate.
Wilhelmina
Bucherer-Heeb
would regularly
commute between
the continents to
purchase the watches
and jewelry needed
for their South
American operations.
INSIGHT BY CARL F. BUCHERER Nº7 – 5

FEATURE STORY
6 – INSIGHT BY CARL F. BUCHERER Nº7

During one crossing, in fall 1927, the ship
she was traveling on sank, and Wilhelmina,
together with 313 other passengers, perished.
This was one twist of fortune too
many for Carl Eduard and Ernst, and they
returned to the family business. In the following
years, thanks also to their experience
and resolve, the company continued to
grow. Its popularity with customers and the
economic upturn of the 1930s culminated in
the brothers’ acquisition of spacious premises
at Schwanenplatz 5, which has remained
the flagship store to this day. This
successful era was overshadowed by the
death of founder Carl Friedrich Bucherer.
From now on, Carl Eduard and Ernst took
over the day-to-day running of the company.
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.
The 1950s began with a severe setback
for the family and the company:
on February 2, 1951, Carl Eduard
Bucherer died. From this point on,
Ernst Bucherer assumed sole responsibility
for the firm, which had by now
been converted into a limited company.
But he upheld his father’s vision and
worked with a will of iron at building it
up for the future. The prosperity of the
1950s and his unflagging hard work did
the rest.
In 1966, Bucherer opened a branch in Basel,
the city of its founding fathers. From this
point on, more and more branches were
added. In Bucherer’s watchmaking workshops,
the main emphasis was on chronometers.
These certified, high-precision
watches are considered to be iconic for their
time. Around 15,000 of them left the workshops
in the period up to 1968, securing
Bucherer a place in the top three Swiss
manufacturers of chronometers.
INSIGHT BY CARL F. BUCHERER Nº7 – 7

FEATURE STORY
8 – INSIGHT BY CARL F. BUCHERER Nº7
The 1970s are regarded as a decade that
saw a generation change. This was true for
Bucherer, too. As space got tighter and
tighter at the Lucerne headquarters on
Schwanenplatz, the company started work
in 1970 on the construction of new head offices
in Schönbühl, which it moved into in
August 1973. The new head offices were a
symbol of Bucherer’s forward-looking belief
and its determination to continue
expanding, as attested by the more
than 800 employees. In 1972, Ernst
Bucherer decided to retire from
day-to-day operations and left
management to his son, Erich, and
nephew, Jörg G. Bucherer. Ernst
Bucherer died on March 26, 1977.
The company remained under
family control with Jörg G.
Bucherer at the helm. In the
1970s, despite the quartz
invasion and economic crisis, Bucherer
watches remains one of the top-selling
brands in Switzerland. One of the technological
highlights of the decade was the
Archimedes: combined with a world time
mechanism, it was a diver’s watch that took
the plunge into another dimension.
In the 1980s, Bucherer achieved one of the
highest retail sales in the Swiss watch and
jewelry industry. It owes its large circle of
loyal customers mainly to the outstanding
service offered by its staff, but also to its
adaptability and independence. For, at one
and the same time, Bucher was retailer,
wholesaler, and producer, and could offer its
customers unusual, top-quality products.
Among the many different ladies’ and men’s
models made by the Bucherer brand was the
Grand Tonneau. It was an unconventional
creation in 18 K gold, and the latest addition
to the Archimedes family. But Bucherer’s
workforce was also growing: on the
occasion of the company’s centenary in
1988, it had around 840 employees. Sixty
watchmakers alone were responsible for service
and repair work. Another thing that
became increasingly apparent for Bucherer
was the importance of its mechanical wristwatches.
But the enormous popularity of
the Archimedes line amongst its customers,
prompted Bucherer to invest more funds in
research and the development of this special
watch.
At Bucherer, the year 2000 heralded a new
age. And in 2001, as a tribute to his own
grandfather and company founder Carl F.
Bucherer, Jörg G. Bucherer repositioned the
in-house brand of the same name. It was a
masterly stroke that enabled the company to
strengthen its watchmaking professionalism
and place greater emphasis than ever before
on mechanical timepieces.
In 2013, Carl F. Bucherer now prides itself
on an exceptional reputation in the watch
industry, with the focus largely on the 125th
jubilee. Thanks to its innovative flair, which
consistently combines traditional values and
technological expertise with impeccable
style, the company is ideally equipped for
the future.

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INSIGHT BY CARL F. BUCHERER Nº7 – 9

TALKING TO
Insight: Mrs. Ritter, you are one of the
most important individuals in the international
luxury goods industry. Did you
always want to work in this sector?
Sylvie Ritter: I’d always wanted an interesting
and varied position in an international
environment, and I was fortunate
enough to achieve that some time ago.
As with so many other aspects of life, you
can’t always plan your career in advance.
The fact that I work in the fair industry,
and more specifically for BASEL-
WORLD, is bound up with a great deal of
serendipity. But after nearly 20 years, I feel
very much at home in my surroundings.
Insight: This year, Baselworld 2013 is all
about new premises and a new image. Are
you satisfied with the results of the new design
and the extension?
Sylvie Ritter: I think we can be extremely
pleased. The new building was completed
on time and on budget, and we are over the
moon with the result. Now we have a
10 – INSIGHT BY CARL F. BUCHERER Nº7
unique, modern infrastructure that offers
the ideal setting for our exhibitors and for
BASELWORLD.
Insight: Is there any particular aspect of the
new design for the fair complex that has remained
in your memory?
Sylvie Ritter: When we first saw the plans
for the new halls a few years ago, we really
had no idea what lay in store for us. It was
Sylvie Ritter
Managing Director BASELWORLD
IN SPRING 2013, THE CURTAIN RISES ON THE NEW MESSE
BASEL BUILDING, THE FAIR VENUE THAT ATTRACTS AROUND
1,500 COMPANIES EVERY YEAR TO BASELWORLD. IN OUR INTERVIEW,
FAIR DIRECTOR SYLVIE RITTER TALKS TO US ABOUT THE NEW
DESIGN AND THE SIGNIFICANCE OF THE WORLD’S MOST
IMPORTANT MEETUP FOR THE WATCH AND JEWELRY INDUSTRIES,
AS WELL AS THE CHALLENGES THAT FACE THE FAIR IN THE FUTURE.
only when we paid our first visit to the
building site in late fall that we got a sense
of the scale involved in a hall that’s 420 meters
– nearly 1,400 feet! – long. Personally
experiencing the dimensions for myself was
really very impressive.
Insight: Apart from the big-name watch
groups, smaller independent brands like
Carl F. Bucherer also play a significant role
in the market. How important are these
brands to BASELWORLD?
Sylvie Ritter: For many years now,
BASELWORLD has aimed to represent
the entire global market, and that will re-

main so in the future. We are unable and
have no desire to present only the big
groups. And through their presence here,
independent and important brands like Carl
F. Bucherer help us to live up to this ideal.
Insight: The world’s luxury goods industry
has been enjoying a boom for years now.
Even crises have had little effect on demand.
How do you expect things to develop
in this industry in the future?
Sylvie Ritter: In the years ahead I think
we’ll see even more concentration in the
market than we have now, which means
that new or relatively young brands could be
in for a tough time. Apart from that, I’m
convinced that factors such as the brand element,
the brand world and brand products
will become increasingly important. And
even more than in the past, I think consumers
will take their lead from brands that
represent values they can rely on.
Insight: What are your personal goals in
the years ahead?
Sylvie Ritter: Without false modesty, I can
safely say that we’ve succeeded in positioning
BASELWORLD as the industry’s most
important event worldwide. Our task now is
to maintain and consolidate our Number
One position. In future, we must – and will
– continuously improve BASELWORLD to
ensure that we stay well ahead of the rest.
My own personal goal on the way to achieving
that – after consulting our exhibitors, of
course – is to make the right decisions and
to get the best people on board.
Insight: The fair business calls for a lot of
organization and sales talent, but creative
ideas are also very important. Where do you
get your inspiration?
Sylvie Ritter: If you look beyond the fair
sector and pay attention to what’s going on
generally in the business world, and if you
listen carefully to what customers and suppliers
have to tell you, you’ll find no shortage
of inspiring ideas. When other watch
and jewelry fairs start using our ideas, we
can be certain that we’re on the right track
with our fair and design concepts.
Insight: Has anything ever happened at
BASELWORLD that you’ll never forget?
Sylvie Ritter: It’s mainly the challenging
situations, where you need to find a solution
quickly, that remain imprinted in your
memory. But I can also remember plenty of
happy moments. For me personally, the absolute
highlight of every fair comes after all
the hard work of preparation, at the opening
ceremony. This gives me a chance to greet
our guests from all over the world, many of
whom I know well.
Insight: What was the funniest experience
you’ve had in your capacity as Fair Director?
Sylvie Ritter: I’m always very pleased that
amusing things can happen even when
you’re involved in something as deadly earnest
as a fair for the equally serious luxury
goods industry. For all that, there are many
incidents that only seem funny in retrospect.
Insight: Let’s talk about you personally.
A good week starts …
Sylvie Ritter: …when the previous week
never stopped.
Insight: For me, time is …
Sylvie Ritter: … even more valuable than
for most other people, because it’s only
thanks to time as a dimension that we need
clocks and watches to measure it. And, ultimately,
they are my daily bread.
Insight: Money makes me …
Sylvie Ritter: … not happier, and not unhappier.
But it does make me more independent.
Insight: The last book I read was …
Sylvie Ritter: … “Digital Dementia” by
Manfred Spitzer.
Insight: When I’m 60, I want …
Sylvie Ritter: ... deep laughter lines.
«WHEN I'M 60,
I WANT DEEP
LAUGHTER
LINES»
Sylvie Ritter,
Managing Director
BASELWORLD
INSIGHT BY CARL F. BUCHERER Nº7 – 11

NEW PRODUCTS
Manero PowerReserve
Keeping Track
of time
The Manero PowerReserve is the latest addition
to the Manero line. With an integrated
power reserve display and a precision
CFB A1011 in-house movement, the timepiece
combines high-level functionality with
sophisticated technology and lets the wearer
know how much tension remains in the
spring. The power reserve display is a design
element with a long tradition: the feature
originally found use in marine chronometers.
Longitude can only be calculated
accurately if a watch's power reserve remains
more or less constant, because a
mainspring that is fully wound or no longer
12 – INSIGHT BY CARL F. BUCHERER Nº7
under tension can cause inaccuracies. The
display rapidly established itself in wristwatches,
too. It shows both the tension in
the mainspring and the remaining running
time.
FUNCTIONALITY AT A GLANCE
A single indicator on a semicircular display
at 3 o'clock shows the wearer how much
power remains in the watch's mainspring.
When the reserve is getting low, the indicator
moves into an area with red markings.
Likewise visible at a glance are the day of
the week display at nine o'clock, the distinctive
big date display at eleven o'clock and
the small seconds at six o'clock. The silvercolored
dial is divided into inner and outer
rings that differ slightly in color. The pale
inner circle accommodates all the functions
while the outer ring is slightly darker in color
and punctuated by silver indices. The eye
moves easily across the changing surfaces of
the dial to the stainless steel case, which is
42 millimeters in diameter and 12.54 mm
high. The watch is suitably rounded off
with a brown alligator leather strap or a
stainless steel bracelet.
A CLASSICALLY INSPIRED
MOVEMENT
Beating away at the heart of the Manero
PowerReserve is the in-house CFB A1011
automatic caliber, which is used here in a
Manero for the first time. As a further development
of the in-house CFB A1002 caliber,
the CFB A1011 shows remaining power
on an indicator and thus references one of
the classical elements in watch design. One
of the watch's most noteworthy features is
the peripheral, bidirectionally winding rotor,
which supplies the automatic movement
with energy. The patented dynamic shock
absorption system is extremely efficient and
reliable.

All in all, the Manero PowerReserve skilfully
combines the classic with the modern and is thus
perfectly in tune with the spirit of the time.
INSIGHT BY CARL F. BUCHERER Nº7 – 13

CATCHING UP WITH
Abraham Koshy
Group Manager Rivoli Group
“Tick, tock, tick, tock: The regular beat of
my father’s wristwatch was to have a major
influence on my career. From an early age,
I was utterly fascinated by everything to do
with watches: the sound, the technology
and, not least, the beauty of the materials
and the design. Being able to forget time
occasionally is wonderful,” enthuses Abraham
Koshy, Group Manager of the Rivoli
Group, “but I also like being in the right
place at the right time.” For him, his decision
to join the Rivoli Group is a case in
point. Headquartered in Dubai’s Sheikh
Zayed Road, and with over 110 international
brands on its books, the Rivoli Group is
synonymous with retailing in luxury and
upmarket lifestyle items in the Arabian
Peninsula. It is there, since 1988, that Abraham
has been in charge of all the world’s
leading luxury watch brands, among them
Carl F. Bucherer. The range of top-quality
items includes eyewear and leather accessories
and extend all the way to writing instruments.
In the United Arab Emirates,
Qatar, Oman and Bahrain , no fewer than
385 retail stores belong to the Rivoli Group.
The widest choice of luxury watch brands
can be found at the Dubai Mall, the world’s
largest shopping complex. This is also the
location of Carl F. Bucherer’s own boutique,
which, with neighbors like Breguet,
14 – INSIGHT BY CARL F. BUCHERER Nº7
Glashütte Original, Blancpain,
Omega, Jaeger-LeCoultre and Zenith, is in
the very best of company.
But it is not only an exclusive brand portfolio
that has made the Group the force it is
today. Its successful management of a
1,600-strong workforce is exemplary. The
central idea behind it is that the personal
commitment of every single member of staff
contributes to the company’s overall success
and strengthens the foundations on which it
stands. Apart from this, principles such as
professionalism and a strong sense of affinity
with the products are a further bond for
the highly qualified team. To enable them
to provide the impeccable service demanded
by a discerning clientele from many different
cultural backgrounds, the company’s
employees receive regular training in empathizing
with customers and their needs. In
the Middle East, for instance, it is a widely
held tenet that “nothing is impossible, and if
it is not yet possible, then someone will
make it possible. It’s essential for people to
grasp this if they are to understand developments
in the region,” explains Koshy. As a
perfect expression of the principle in action,
he points to the Emirate of Dubai itself,
which astutely combines tradition with modernity.
The souks – the traditional markets that are
both a prominent feature and the business
center of any Arabian town or village –
demonstrate how harmoniously opposites
can be combined. “Particularly worthy of
note is the gold souk in the Deira district of
Dubai. With over 300 retailers, it is the
world’s biggest conglomeration of gold dealers,
so its nickname – City of Gold – is well
deserved,” says Koshy. The tradespeople
and artisans who work in the vibrant atmosphere
of the souks share a philosophy that
makes a modern approach to business as
important as traditional flair. The combination
also typifies the spirit of the Carl F.
Bucherer brand. While never losing sight of
its invaluable Swiss roots, it coherently combines
the traditional with the modern.

A vivid contrast to the hustle and bustle of
Dubai’s souks is the impressive backdrop of
recently completed buildings and their extravagantly
futuristic architecture. As functional
units and attractions for visitors from
all over the world, Dubai’s monumental
masterpieces soar into the sky and radiate
the allure of a high-end metropolis. Probably
the most recent addition to the city’s attractions
is the “At.mosphere”, which Koshy
mentions as a particularly hot inside tip.
“Apart from its forward-looking approach to
food, it also boasts staggering views,” he
says, in raptures. Up on the 122nd floor of
the 442-meter-high Burj Khalifa, it has already
secured its place as the world’s highest
gourmet restaurant – at least in a building.
Last year, fashion designer Giorgio Armani
opened his first hotel in the same high-rise.
As in his eight restaurants worldwide,
among them the legendary Peck Deli in
Milan, the interior is the work of the designer
himself. All 160 luxuriously fitted
hotel rooms echo the theme of Armani’s
personal fashion philosophy and are thus an
architectural reflection of his approach to
style. Koshy believes this is the expertise
that marks out Carl F. Bucherer. “The singular
design of the watches is symbolic of
their inner value: for sophisticated, intelligent
technology that is developed in-house
and deserves an appropriate setting.”
Apart from the Armani Hotels, there is no
shortage of other chic places to stay. The
hotels and apartments on the man-made
Palm Island, offer no end of upmarket residential
facilities. The concept has shown
that Dubai is good for more than a onenight
stopover. “It’s rapidly developing into
one of the world’s most exclusive leisure
time and vacation centers,” explains Koshy.
“This means that the local tourism industry
is becoming more and more important for
the economy as a whole.” Consisting of a
five-kilometer “trunk” with a total of 17
fronds, Palm Jumeirah is protected
against incoming waves by a crescent-shaped
breakwater and has plenty of
prime-location space to make it a particularly
desirable residential location.
For Koshy, it is clear that they symbolize
Dubai’s economic strength. “The positive
trend we are experiencing at the moment
shows that the Middle East will remain a
very important market for the luxury industry:
the figures speak for themselves,” he
explains. “It’s very satisfying when you can
combine a forward-looking industry like
this one with your own passion. In my case,
that’s watches. Behind every watch there’s a
story that links it to your own situation in
life and makes it a valuable memento for as
long as you live,” says Koshy. “This intangible
quality is a source of inspiration to me,
and I find it gratifying that as part of my
job I can pass it on to our international customers.
And they, in turn, spread the message
to the rest of the world.”
INSIGHT BY CARL F. BUCHERER Nº7 – 15

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18 – INSIGHT BY CARL F. BUCHERER Nº7
officially appointed as a purveyor to the ruling
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success were laid. He then spent many years
drawing inspiration from every corner of the
globe before returning to Monaco. Since
2006, he has carried the Moghadam tradition
forward with FASHION FOR
FLOORS.
The newly founded brand, which has a
deeply rooted emotional tie with carpet as
an accouterment, rapidly became Official
Purveyor to the Prince’s Palace. The partnership
reached its high point on July 2,
2011. After exchanging the words ‘I do’ in
Monte Carlo, Prince Albert II and Charlene
Wittstock began their journey as man
and wife by stepping out onto an unusual
wedding present: a 103-meter length of cus-
tom-designed carpet from the house of
FASHION FOR FLOORS. This objet
d’art revolutionized the concept of the red
carpet. Woven in the finest silk, it was resplendent
in red and white, the Principality’s
national colors.
The splendid full-scale artwork is but one of
many impressive carpet creations dreamt up
by the couturier of floorcovering. In the
Frankfurt store and in the original Monte
Carlo boutique, vintage patchworks, 3Dlook
carpets with honeycomb structures,
colorful fleece cushions and luxurious cashmere
plaids combine to create a vibrant setting.
The in-store Color Lab gives free rein

to customers eager to express their own
ideas and create their own personalized versions.
To guarantee the right outfit for the
floor, FASHION FOR FLOORS also offers
an on-site service. “On request, our carpet
designers will visit your home to measure
up and gain their own impression of
your spaces for recarpeting,” explains
Moghadam. “People
are also welcome to
take carpets away ‘on
trial.’ All hand-knotted
carpets can be returned
for a full refund
of the selling
price within one year
of purchase, because
personal tastes in
fitting and furnishing
are prone to rapid change.”
Moghadam numbers his vintage patchworks
made from old Persian rugs among the
house specialties. Redolent of past life, as
single-piece carpets they become sought-after
items that appeal to the present-day nostalgia
for things of the past. “Themes such
as time, levels of reality and boundaries are
the keys to my concept,” explains Moghadam
as he elucidates the brand vision. “The
store setting blurs the dividing line between
dream and reality, and nurtures a longing
for the must-have item. A visit to us is like
dropping in to a tale from One Thousand
and One Nights, a magic fable retold. Besides,
the future owners know our creations
are made to last a lifetime.” Several epochs
of contemporary history also inspire
the design of FASHION FOR
FLOORS. For example, the brashly
patterned carpets with their poster-like
motifs hark back to the Pop Art culture of
the 1960s and 70s, recreating the utopia of a
brighter world. They appeal to the senses
and evoke the cheerful colors of nature writ
large. Then there are 3D-look carpets with
their filigree honeycomb and net structures,
which also offer special perspectives. Their
impact on living space is like that of multidimensional
sculptures, which redefine the
sense of space and its limits. Destruction
and reconstruction become core features of
the design. Other carpets are inspired by
“sliced” precious stones, while fine hide
plaids stuffed with cashmere epitomize
elegance and material quality. Moghadam
waxes lyrical: “Go ahead. Wrap yourself in
one. The desire to linger becomes overwhelming.
In a time when we increasingly
equate being alive with being on the move,
I prize intangible commodities such as
‘having time’ or ‘feeling secure’. It’s wonderful
when a tangible object can instill these
feelings.”
Moghadam chooses not to dwell on the
scale of his brand and focuses instead on
his ongoing mission to conquer the floor
space of the world. After opening stores
in Monte Carlo and Frankfurt in 2011,
further boutiques are in the pipeline in
Munich, Hamburg, Geneva, Milan and
London. His new vision of carpet is destined
to spread.
FASHION FOR FLOORS
Win a shopping voucher worth
CHF 2,500
CONTEST
FASHION FOR YOUR FLOORS
As a reader of
“INSIGHT by Carl F. Bucherer”,
you can win a voucher
worth CHF 2,500 from
FASHION FOR FLOORS
and select your own customized carpet
from the enormous range available.
Enter today! Simply click
www.carl-f-bucherer.com/wettbewerb
complete and send off.
Closing date for entries: July 31, 2013
The way to dress your floors.
Kamyar Moghadam and the team from
FASHION FOR FLOORS
will only be too happy to help:
Fashion For Floors
Hanauer Landstrasse 196
60314 Frankfurt • Germany
Phone + 49 (0) 69 43 05 87 06
www.fashionforfloors.com
Employees of FASHION FOR FLOORS and Bucherer
Montres S.A. are not eligible for the competition. The
draw will take place in the presence of a notary. The prize
may not be taken in cash. The judges’ decision is final.
Only one entry per person.
INSIGHT BY CARL F. BUCHERER Nº7 – 19

Q&A
20 – INSIGHT BY CARL F. BUCHERER Nº7
Q&A with
Sylvester Stallone
Actor Michael Sylvester “Sly” Gardenzio
Stallone is one of Hollywood’s all-time
greats. The characters he has portrayed,
such as small-time boxer Rocky Balboa or
Vietnam veteran John Rambo, have helped
to write film history.
Stallone is not only an actor but also a director,
screenwriter and entrepreneur. His
latest project is a new production of the
legendary “Rocky” movies as a stage musical,
for which he wrote the score. Audiences
can look forward to classic Rocky numbers
like “Eye of the Tiger” or “Gonna Fly
Now” as well as many new songs. There
are also reencounters with some of the cult
figures from the original films. No effort
has been spared to make the performance
as authentic as possible. Complex boxing
sequences reminiscent of the exciting action
scenes in the movie were choreographed
specially for the musical. Here,
the producers benefited from the experience
of two professional boxers, brothers
Vitali and Wladimir Klitschko, who are
both on board as co-producers. The musical
premiered in Hamburg, Germany, in
November 2012.
We talked to Sylvester Stallone about
“Rocky – the Musical”, his private life and,
of course, the Carl F. Bucherer watches he
wears himself.
ROCKY THE MUSICAL
Want fascinates you about music and
musicals?
Musicals allow you to hear the souls of the
characters through music.
What is your relationship to “Rocky”?
“Rocky” is my way of expressing my philosophy
through another source that provides

PERSONAL
As a boy, what did you want to be when
you grew up?
At first, I wanted to be an athlete, then a
professional horseman, until I discovered
acting.
CARL F. BUCHERER/WATCHES
What is your favorite model out of the
CFB Collection?
PATRAVI TravelTec is an incredible watch
and I love the way it looks and feels.
(1)
entertainment. Rocky is very biographical
What was your first watch? Was it a gift?
and reflects the ups and downs in my life. What was your first job?
My first good watch was a solid gold Rolex
Driving trucks in Philadelphia, unloading Submariner, that I received on the anniver- Bernhardt
What is special about working with ships and eventually, cleaning out the lion sary of “Rocky”.
Wladimir and Vitali Klitschko?
cages at the New York Zoo.
Daniel
They are real world champions and were
What made you wear a Carl F. Bucherer (2),
influenced by watching “Rocky” when they How do you define success?
watch when attending the premiere of
Press
were young.
And what makes a strong will?
“The Expendables 2” in London?
Success is being able to project your feelings Sascha Moeri, a great guy, and I share the Stage
When casting the roles for the musical, and have people understand your feelings. A same passion for our work. When we met (2),
what was important to you?
strong will, to me, is not listening to other peo- in London for the Expendables 2 Premiere,
It was not important that the characters ple but only to what your heart is telling you. Sascha said, a fantastic franchise deserves a Images
were identical to the movie. It was impor-
fantastic watch.
Getty
tant that the characters had heart to them; What do you enjoy doing in your spare time?
to make the audience care about them. I enjoy painting and sculpting most of all.
Photo:
INSIGHT BY CARL F. BUCHERER Nº7 – 21

IMPRESSIONS PEOPLE
CHINA HOSTS A
GALA EVENT: CARL F.
BUCHERER SPONSORS
THE FILM PREMIERS
OF “SPIDERMAN” AND
“1911” WITH A CHARITY
GALA FOR THEDRAGON
FOUNDATION. AMONG
THE MANY GUESTS
WAS LEGENDARY
ACTOR JACKIE CHAN.
1 2
3 5
22 – INSIGHT BY CARL F. BUCHERER Nº7
4
1. (from left) Dr. Peter Tsoi, President of the Hong Kong Federation of Youth
Groups; Jerry Tsang, CEO Bucherer Hong Kong Limited; Jackie Chan, actor and
producer; Dr. Rosanna Wong, Director of the Dragon Foundation and of the Hong
Kong Federation of Youth Groups; Wang Zhimin, Deputy Director of the Central
Government Liaison Office in the Hong Kong Special Administrative Region;
Henry Tang, First Secretary of the Hong Kong Special Administrative Region; Lu
Xinhua, Member of the Committee of the Ministry of Foreign Affairs of the People’s
Republic of China and the Hong Kong Special Administrative Region; Lee
Bing Bing, leading actress in the movie “1911”; Peter Lam, Chairman of the Media
Asia Entertainment Group; Winston Chao, leading actor in “1911”; Shelley
Lee, Director of the Dragon Foundation; Nina Lam, Vice Chairperson of the
“1911” Charity Premiere Organizing Committee.
2. Carl F. Bucherer presents a check for its donation to the Dragon Foundation,
represented by Dr. Rosanna Wong, Director of the Dragon Foundation and of the
Hong Kong Federation of Youth Groups (left), together with Shelley Lee, Director
of the Dragon Foundation.
3. Chong Chan-yau, President of the Hong Kong Blind Union.
4. John Tsang Chun-wah, Financial Secretary of the Hong Kong Special Administrative
Region, with Jerry Tsang, CEO Bucherer Hong Kong Limited.
5. The Leader of the Year event was held in a magnificently appointed ballroom.

1 2
3 4
INTERNATIONAL PR MEETING,
LUCERNE: CARL F. BUCHERER’S
INTERNATIONAL PR REPRESENTA-
TIVES MET IN LUCERNE FROM
OCTOBER 16 TO 21, 2012.
MANERO CHRONOPERPETUAL:
VOTED BEST CHRONOGRAPH AT
THE “MIDDLE EAST PREMIER
AWARDS FOR WATCHES,
JEWELLERY AND PENS” IN
THE KINGDOM OF BAHRAIN.
1. The Manero ChronoPerpetual features a perpetual
calendar with correction-free display of the date,
day, month and phase of the moon. Its movement
recognizes the differing lengths of the months and
knows exactly when the next leap year is due.
2. The awards were announced at a ceremony held on October
16, 2012, in the Kingdom of Bahrain. Three hundred guests,
including royalty, dignitaries, celebrities, and diplomats, as well
as journalists and experts from the watch and jewelry industries,
attended the glamorous event.
1. One of the items on the program was a guided tour of Lucerne with a
photo opportunity at the Chapel Bridge, the city’s most famous hallmark.
2. Participants boarded a vintage bus for a journey back in time to the
founding year of the first Bucherer store in 1888.
3. The Carl F. Bucherer PR family.
4. Yashika Kumar Agarwal (Dubai) and Léa Peterselle (France)
1
INSIGHT BY CARL F. BUCHERER Nº7 – 23
2

DROPPING IN ON
Christian Both
Manager Bucherer Berlin Kudamm
As the main artery running through the
West of Berlin, the Kurfürstendamm, or
Kudamm for short, is one of the most famous
shopping streets in the world. It was
laid out in the mid-16th century as a bridleway
along which the Electors of Brandenburg
could ride into the Grunewald forest.
Imperial Chancellor Otto von Bismarck
developed it into a broad boulevard on the
French model from 1886. The mile-long
promenade remains in vogue to this day and
is even experiencing a building boom. Elegant
shop windows line its wide pavements:
the world-famous KaDeWe department
store, exclusive brand-owned boutiques,
warehouses and retail chain outlets. The array
exerts a magnetic attraction on tourists
and Berliners alike. Since 1996, this thriving
setting has been home to the city’s first
Bucherer store, which has already clocked
up one relocation. In 2006 the boutique
moved the short distance from no. 26 to no.
45, thus reaffirming its loyalty to the Kudamm.
In 2010 Christian Both took over as the
store’s General Manager. As we walk into
the shop, which has about 100 square me-
24 – INSIGHT BY CARL F. BUCHERER Nº7
ters of floor space, he is deep
in conversation with a customer.
Close customer relationships
and excellent service are especially
important to him, as he
reveals later while talking to us.
“We don’t define ourselves by
price, but by our service and the exceptional
experience we offer.” After training as an
electrician and computer technician, he decided
to launch out in a third direction and
served an apprenticeship as a goldsmith.
Together with his wife, the fifth generation
of her family to work for Both jewelers in
Saarbrücken, he continued to run the store
before opening his own jeweler’s shop in
Munich. His next move was to Bermuda,
where he spent six memorable years, still in
the jewelry trade, working in two shops.
Work then took him to Hansen, another
jeweler’s, in Hamburg, and on to Bremen, to
Koch & Bergfeld, a manufacturer of silverware.
As their Sales & Marketing Manager,
he contributed to the construction of the
company’s glass factory building. Then
Tiffany & Co. recruited him for the Berlin
department store, KaDeWe. Finally his
move to Bucherer brought him into contact
with high-quality watches for the first time.
He finds watchmaking every bit as fascinating
as the world of jewelry. But, as a goldsmith
by trade, he cannot imagine a life
without the latter. It is a source of great satisfaction
to him that the Kudamm branch
records the highest percentage of jewelry
sales of all Bucherer shops in Germany.
His arrival has not only marked an improvement
in customer service in the Kudamm
shop but also altered the focus on the
jewelry. Two nonproprietary jewelry brands

complement Bucherer’s own, and there is
a sparkling range of jewelry made to order
exclusively for Bucherer. The Bucherer
brands are especially important to Both,
and he would like to push them more actively
in future – through special events, for
example. “Our brands are doing fantastically
well,” enthuses Both. His ideas for the
future include inviting his exclusive clientele
on visits to manufacturers of Swiss
watches from the Bucherer portfolio, and
extending these tours to the jewelry side of
the business.
As for the watch range, the General Manager
admits that Carl F. Bucherer holds a
special fascination for him. He is lavish in
his praise: “The brand is simply fresh, different
and highly innovative. It’s also managed
to ignore the pressure put on watch
manufacturers to invent new features for the
annual trade fairs. Carl F. Bucherer stands
for engineering brilliance and, in design
terms, its models strike exactly the right
note.” Both’s own Manero RetroGrade is
never missing from his wrist. He describes it
as “simply marvelous”. However, for the interview
he’s wearing the Patravi EvoTec
PowerReserve. “What a statement on my
wrist”, he declares. He’s also very taken by
the Manero MoonPhase, which he describes
as “right on the nail.” He also believes that
there is a “stroke of genius” behind the
Patravi TravelTec. His top recommendations
for ladies are the Manero MonoGraph,
which epitomizes the brand’s independence,
and all the Adamavi models. These, he
points out, offer excellent value for money.
But, in Both’s opinion, there is no such
thing as a ‘typical’ Carl F. Bucherer client.
“The brand is too diverse, the range too versatile,”
he insists, referring to the current
collection. “One thing is sure: the classic
buyer of Carl F. Bucherer timepieces is no
stranger to watches and watchmaking. This
client usually owns a watch, but is looking
for something extra-special, something the
other watch brands do not have.”
It is a source of pleasure to him that he and
his 14-strong team are able to offer this extra-special
something consistently. He is also
proud of the certified watch workshop
annexed to the boutique, in which two
watchmakers offer professional service on
the premises. A goldsmith handles firstclass
jewelry creations externally. Local
customers account for the lion’s share of total
footfall, precisely because they appreciate
the high quality of service associated
with this support. “They come to us because
the Bucherer store has a permanent
and much-valued presence on the Kudamm,”
explains Both with satisfaction.
“WE DON’T DEFINE
OURSELVES BY PRICE,
BUT BY OUR SERVICE
AND THE EXCEPTIONAL
EXPERIENCE WE OFFER.”
Foreign customers are still a minority at the
shop on the Kudamm. Those tourists who
do drop in are mostly from Asia or Russia.
Both himself revels in direct customer contact,
though this can lead to some odd moments.
He tells the story of one gentleman
who walked into the shop with an enormous
painting under one arm, hoping to
barter it for a watch. Firmly believing that
the watch was worth less, he wanted to take
his ‘change’ in cash. Both keeps his a sense
of humor in these situations. “I’m sorry, but
the painting won’t fit our till.”
Both finds it vital that he has the resources
necessary to offer first-class service to the
relatively large crowds of people who visit
the Kudamm and the Bucherer store. He
spares no effort to maintain and deserve the
trust and confidence customers have in him
and his team. “I want us to stay the place we
are today: a place where customers can look
forward to receiving the best service possible.”
In summer 2013, Christian Both will be
leaving the company. We would like to
thank him for his hard work and untiring
commitment to the company and to wish
him every happiness and success for the
next stage of his career.
INSIGHT BY CARL F. BUCHERER Nº7 – 25

DROPPING IN ON
Jacqueline Schröder
Manager Bucherer Berlin Friedrichstrasse
BUCHERER’S SECOND
STORE IN BERLIN OPENED
FIVE YEARS AGO AT THE
HEART OF THE GERMAN
CAPITAL’S NEWEST SHOPPING
DISTRICT IN FRIEDRICH-
STRASSE. “IT’S STILL THE
TALK OF TOWN,” ENTHUSES
JACQUELINE SCHRÖDER,
WHO TOOK OVER AS GENE-
RAL MANAGER IN 2012.
With neighbors like Galeries Lafayette and
Quartier 205, the store is in the very best of
company and attracts not only prestige customers
but also tourists from every corner
of the globe. “Genuine Berliners” are also
regular visitors to the prime-location store,
where we meet up with Jacqueline Schröder
the day before the start of Fashion Week in
January. “I feel good here,” she says, “It’s a
great location, and I just love being here.”
During this period, she has her work cut
out. Alongside the store’s lively day-to-day
business, she’s supplied fashion designer
Guido Maria Kretschmer with Bucherer
jewelry for his show. The project was
Schröder’s brainchild and, apart from the
massive amount of coordination involved,
calls for a sophisticated security concept.
Nevertheless, her eyes sparkle as she explains
the idea. “I’m the sort of person who
adores enthusiasm and passion. Movement
of all kinds, particularly flying, high-quality
materials, classic cars – these are the things
I love. And I actively seek out fascinating
things.” As in November, barely five
months after she took over. Under the motto
“Magic Luxury”, she invited “Berlin to a
glittering event.” During the opening celebrations,
she and her team presented the entire
Bucherer portfolio and left many of her
26 – INSIGHT BY CARL F. BUCHERER Nº7
guests simply astonished.
“’I’d no idea that Bucherer
made such
amazing products!’
People were incredulous,
and I kept hearing
things like that all
evening.”
Some months have
passed since Schröder
joined Bucherer. Berlinborn
and mother of two
sons, she had previously
spent three years working
in the city and on an international
platform for MEISSEN. Thanks
to her background in PR and marketing,
she was not only active in the brand's relaunch
but also in the introduction of its
first jewelry collection. It was a step that
took her to Baselworld where she happened
to be at precisely the right moment. After
joining Bucherer, she spent her first month
at company headquarters in Lucerne before
taking off on a tour of Germany and ending
up at Friedrichstrasse. This has given her an
anchor point, as she puts it, and today, that
is a rare blessing. "It's not just that boats in
general fascinate me, and that the style of
the store is similar to a boat’s interior,” ex-
plains Schröder with a smile. “Bucherer as
a brand is everything the name stands for: a
family tradition with real values. All its professionalism,
both as a brand and as a retailer,
comes together, and I like that.”
In December, Schröder and her sales force
served 60 percent local and 40 percent foreign
customers. She takes particular pleasure
in the fact that she has pushed up the
proportion of local clientele by 10 percent
since July. Her heart lies in impeccable service,
such as the arrangements the store can
lay on for prominent hotel guests, who prefer
to make purchases in the privacy of their

own rooms. Typical customers at the store
include lawyers, doctors, guests at prestigious
hotels and business people, especially
individuals with an interest in culture: “Berlin,
with all its aspirations, and the many
people who have moved to the city,” says
Schröder, summing up her regular clientele.
“Our classic customer is discerning. He appreciates
peace and quiet and professional
advice, but he also likes to chat about culture
and travel.” Her staff must be able to
meet these needs. Apart from an appreciation
of culture and values, she expects them
to have a sound knowledge of the business,
and to be professional and flexible. “They
need to be ready to go if we get a call,” she
explains. Foreign languages are another essential
requirement for Schröder. Thanks to
the Chinese course offered to employees,
every single one of them speaks enough
Chinese to be able to handle a sale..
When we ask her for an anecdote specifically
about the store, she tells us about one of
her most memorable sales experiences. “It
was one of those gray Monday mornings,
and nothing much was happening. At some
point, a man came into the store while I was
busy dealing with another customer, so all I
heard was his deep, gravelly voice. I remember
thinking “Wow!” When I approached
him, I was taken by his appearance,
which was a bit like
a rock star’s. He was looking
for a watch, he told me, and
had been impressed by the Carl
F. Bucherer models. In the end,
he left with a watchstrap, but
promised he’d be back. It was
only later that I discovered he
was a world-famous jazz musician.”
At the Berlin Fashion Week in January 2013,
the outfits for Guido Maria Kretschmer's show were
perfectly complemented by jewels from Bucherer.
Although she’s at home with jewelry,
Jacqueline Schröder is in uncharted terri-
tory when it comes to watches. But they fascinate
and intrigue her. Carl F. Bucherer,
Patek Philippe, Omega and Rolex are the
brands that most readily appeal to her because
they represent the values that are closest
to those held dear by Bucherer. She is
particularly impressed by the quality and
singular character of the Carl F. Bucherer
brand. She believes these are the attributes
that appeal to the typical customers of the
Lucerne watch manufacturing company. In
rare case she will be dealing with first-time
buyers, she explains, and during the sales
pitch she likes to go into the values behind
the Carl F. Bucherer brand.
For 2013, Bucherer’s jubilee year, Schröder
has big plans. She is naturally delighted that
the jubilee roadshow to mark 125 years of
Bucherer will be starting out at Friedrichstrasse
from March the 11th to the 15th.
Her five-year plan is simple, but honest.
“I’d like to ensure that the good reputation
of our branch remains intact.” Beyond that,
she’s looking forward to the day when
Friedrichstrasse is simply a “magnificent av-
“I’M THE SORT OF
PERSON WHO ADORES
ENTHUSIASM AND PASSION”
enue with no building sites”, and to installing
Berlin’s first watch lounge. To achieve
this, she wants to remove the counters from
the sales area and install discreet lighting to
create a more intimate hotel or lounge-like
atmosphere. “We need to get those customers
in,” she explains. In 2013, she will be organizing
her first “brand lounges”, as she
calls them, with merchandising elements
chosen specifically to suit the brands in
question. The idea is to bring representatives
and customers of the brand together,
so they can talk about the products over
drinks and snacks. “I’m not hoping for it to
become something big, just efficient,” she
explains. For June, she’s planning an evening
devoted to the Carl F. Bucherer brand.
Thanks to her close contacts with high-profile
travel organizers, a regular flow of exclusive
travel groups come to the store. This
is something she plans to build on in the future.
Like her local clientele, group travelers
will feel very much at home there. Particularly
those customers in search of something
special, like the man with the twinkle in his
eye, who comes into the shop looking for
something special for the love of his life.
For her, sales experiences like these are the
most special of them all: for Jacqueline
Schröder adores nothing more than the “the
fairytales that can still be told here, when a
man is able to delight the most special person
in his life.”
INSIGHT BY CARL F. BUCHERER Nº7 – 27

NEW PRODUCTS
Patravi TravelTec FourX
Limited Edition
In the Patravi TravelTec FourX Limited
Edition, Carl F. Bucherer’s watchmakers
have succeeded in creating a common denominator
not only of the various time
zones but also of several exquisite and very
different materials. Combined with finest
18 K rose gold, extra-hard high-tech ceramic
is elaborately formed into a bezel that will
satisfy even the most exacting demands.
The unusual concept also involves the use of
top-quality titanium and tough, high-resilience
rubber. These select materials are
united in a timepiece that celebrates Bucherer’s
125th anniversary and seems destined
to be a talking point for watch lovers.
FIRST-TIME INTEGRATION OF
MOVEMENT AND CASE
The development of the Patravi TravelTec,
unveiled in 2006, faced the company’s engineers,
watchmakers and designers with a set
of completely new challenges. The specification
sheet called for the legible display of
three time zones simultaneously, which in
28 – INSIGHT BY CARL F. BUCHERER Nº7
Time assumes a
new dimension
turn required a higher level of integration
between movement and case than ever before.
In the Patravi TravelTec, part of the
mechanism needed to select the time zone is
contained in the case and can be moved in
two directions by an unusual push-piece.
The entire process can be observed through
an aperture in the side.
FOR FREQUENT FLYERS AND
GLOBETROTTERS
The effort invested in the design was intended
solely to make the watch easier to
operate. The wearer uses the multifunctional
push-piece to select the direction of travel,
east or west, and presses it to skip a particular
time zone. The flange, which
features an imprinted 24-hour scale, rotates
in both directions and guarantees that the
red hour hand always shows the correct local
time.
Unlike other “world time watches”, the
Patravi TravelTec is suitable both for
frequent-flyers and for individuals who need
to communicate with other people all over
the world. Travelers moving into another
time zone will appreciate the ease with
which the arrow-shaped hour hand can be
turned forward or backward instantaneously,
an hour at a time. People who frequently
phone other time zones will find the combination
of the 24-hour hand with the patented
Patravi TravelTec mechanism extremely
useful: they can use it to select the time
zone for the person they wish to contact and
see whether it is day or night.
A COMBINATION OF LUXURY
AND HIGH TECH
With its instrument-inspired design cues,
the Patravi TravelTec FourX Limited Edition
has nothing to hide. The watchmakers
gave it a skeletonized dial, which provides a
view of the intricately decorated automatic
movement. One eye-catcher in particular is
the smartly designed date display with magnifying
glass: the figures are milled out of

the date ring and remain invisible
until they appear in the date
window, set off against the red
background. The choice of colors
underscores and intensifies
the overall technical look and
feel of the watch. Matte black contrasts
starkly with the fine rose gold, while a vibrant
red indicates the important information
on the dial.
The new Patravi TravelTec FourX Limited
Edition is limited to 125 watches and pays
tribute to Bucherer: to its tradition, innovation
and complexity. The founding year
of the first Bucherer retail store is engraved
in the back of the case. So, let us embark
on our journey through time (zones).
INSIGHT BY CARL F. BUCHERER Nº7 – 29

VIEWPOINT
When slicing an apple, most people start at
the top and cut lengthwise from the stalk
down. But if you put the apple on its side and
slice it laterally through the middle, you’ll
find a star shape on the cut surface. This may
come as a surprise, because you would never
expect to find a star pattern inside an apple.
Merely changing the direction of the cut
gives you a completely new way of looking at
things. This ability to change perspective –
“to think outside the box” in modern business
jargon – is one of the central principles
of creativity and innovation, and applies to
many different areas of our lives.
Being successful in business is often a question
of spotting a new way of presenting
and marketing the same product. Take the
story of the coffee shop owner in Tokyo,
who used the suggestiveness of color as a
means of reducing the amount of coffee
needed for each cup and maximizing his
profit. He invited 30 friends to taste four
coffees, served in four cups of different colors:
red, brown, cyan and yellow. Each cup
contained the same amount of the same
blend of freshly ground coffee, prepared in
exactly the same way. His friends, of course,
were not told this. After tasting the coffee,
they gave him their verdict. Many thought
the coffee in the cyan cup was too mild;
others found the strength of the coffee in
the yellow cups acceptable; but the coffee
served in both the red and brown cups was
judged to be the strongest, with over 90
percent of respondents agreeing that the
30 – INSIGHT BY CARL F. BUCHERER Nº7
Daring to
be different By
coffee in the red cup tasted the richest.
From then on the café served coffee exclusively
in red cups, which allowed the owner
to serve a great product with lower overhead.
The result? A win-win situation: satisfied
customers and a very satisfied entrepreneur.
Another shrewd businessman spotted a
Ming Dynasty bronze dragon washbasin in
a museum on a television program. When
the handle of the basin was turned by hand,
it splashed water around. Splashing water is
an important part of many Chinese rituals
and festivals, and the entrepreneur saw a
golden opportunity. After carrying out market
analysis and research, he had imitation
basins made and placed at busy tourist locations,
where people actually paid to turn the
handle and splash water. Revenues exceeded
all expectations, and the businessman profited
simply from seeing things from a different
point of view. Where others saw only
the basin’s aesthetic and ornamental aspects,
our entrepreneur spotted its economic and
business potential.
The lesson to be learned from these two
everyday examples is simple. If we insist on
Phillip Ng L.K.
Well-known watch expert
and founder of Watch Report
thinking in the same old, timeworn ways, we
will remain stuck in the past and never create
anything new. Or as one American inventor
put it: “If you're doing something the same
way you have been doing it for ten years, the
chances are you are doing it wrong.” Innovation
is a matter of breaking out of a fixed
mindset and taking a step in a new direction.
Cutting the apple to create the unexpected
star shape is a perfect example.
Which brings us to Carl F. Bucherer and
the philosophy behind the brand. As its
strapline declares, the company’s watches
are made expressly “For people who do not
go with the times”, for individuals who
break out of the mold and dare to be different,
for people who shape their own futures.
Achieving this has meant cultivating
a corporate culture and ways of thinking
and acting in which everyone is an entrepreneur,
working towards the success of
the company and its products. This spurs
on Carl F. Bucherer and its employees
every single day, with every single model.
Twelve years after the decision was made to
launch the brand internationally, Carl F.
Bucherer is quite clearly on the right track
to achieving its ambitious goals.
“FOR PEOPLE WHO DO
NOT GO WITH THE TIMES”

NEW PRODUCTS
Alacria RoyalRose
A majestic charm
in the sign of the rose
With its incomparable elegance and appeal,
the rose has traditionally been a symbol of
love, beauty and the sheer joy of existence.
For centuries, it has been revered as a divine
phenomenon, extolled by poets and treasured
by couples in love as a witness to their
eternal bond. The myths and sagas of antiquity
sing the praises of the flower’s magic.
Their creators wax lyrical, describing the
rose as the remnants of Aurora on Earth, or
fashioned from the blood of Adonis. But
even in the more down-to-earth gardens of
ancient advanced civilizations, the queen of
flowers was always a favorite. Whether in
Persia, China or Babylon, the rose has always
been cherished for its beauty and its
fascinating fragrance. The Persians in particular
began producing rose oils in an attempt
to preserve the blossoms’ intoxicating
fragrance. The flower soon became a favorite
at royal and imperial courts, where it be-
came the emblem and coat of arms of many
a king and emperor. Inspired by the rose’s
symbolism and majesty, Carl F. Bucherer has
created a timepiece that radiates a force all of
its own: the Alacria RoyalRose. Elaborately
encircled by blossoms, the dial eloquently
expresses all the rose’s beauty and elegance.
ORNAMENTAL ELEGANCE
The Alacria’s classical form has been retained
for this model: the concave flanks
underscore the stylish watch’s unmistakably
feminine contours. The superb case, set
with 137 red sapphires and an equal number
of brilliant diamonds, is made of 18 K white
gold. The silver hands underscore the elegance
of a genuinely distinctive timepiece.
The Swiss CFB 1850 precision movement
ticks away inside the case. A gem of its
kind, it is set off to perfection by the relieflike
floral elements running across the entire
dial. The blossoms, comprising 89
sapphires and 26 brilliant diamonds, harmonize
exquisitely with the mother-of-pearl
dial. A beautifully grained calfskin wrist
strap rounds off the model. Made of such
high-quality materials, the result is a wristwatch
that – almost literally – causes time
to blossom.
SIGN OF THE TIMES
As a metaphor for all life’s rich and varied
colors, flowers assume an air of immutability
in the Alacria RoyalRose, as they daintily
and elegantly entwine the wearer’s
wrist. The watch is a piece of jewelry worthy
of a queen, a declaration of love that
will resonate forever.
INSIGHT BY CARL F. BUCHERER Nº7 – 31

32 – INSIGHT BY CARL F. BUCHERER Nº7