Rendez-Vous

Carl F. Bucherer

A Rendez-Vous

Since 1 June 2009, David Vallata joined the Management Team of the independent Carl F. Bucherer watch brand (headquartered in Lucerne) as Managing Director Asia/Pacific managing affiliates in Hong Kong, Japan and Taiwan from the Hong Kong office.

Thanks to his many years' experience in the watch industry and in various Asian markets, David Vallata will make a considerable contribution to the further development of our Brand in the important Asia/Pacific region, explained Thomas Morf, CEO of Carl F. Bucherer. Vallata spoke to the Watch Market Review - Our Vision team exclusively during his recent visit to Mumbai marking the opening of the new retail initiative at CR2, south Mumbai. Excerpts…

Tell us about the company and the brand?
Carl F. Bucherer, registered as Bucherer Montres S.A., is an independent company with 90 years competency in the production of luxury watches. The Manufacture brand stands for uncompromising quality and esthetical products with stylish design. It combines the finest watchmaking craftsmanship with the highest jewellery competency. The name recognizes the pioneering achievements of the company’s founder of the same name, Carl Friedrich Bucherer. The Carl F. Bucherer brand was launched in 2001, with the objective of giving more strategic emphasis to its manufacturing expertise, which had already been successfully demonstrated since 1919. As the only watch brand located in Central Switzerland, Carl F. Bucherer produces and markets exclusive ladies and gents watches, thereby building the second arm of the Bucherer Group. Today, the Bucherer Group is managed by the owner’s family. The core price range of the products is between SF 3,000-5,000 at the entry level to an average of SF 10,000-20,000. The jewellery range goes upto SF 250,000 too.

How do you view the markets in 2009?
Across the world, I have been witnessing different moods. In the second quarter of calendar 2009, there has been a positive change and healthy relief in terms of demand sentiment. In 2009, I see quality retailers ruling the business. I see high quality watches and less complications and gloss. Consumers will demand value for money and committed and quality oriented retailers will respond to their needs.

How did your company fare in 2008?
Since 2001, we have been posting double digit growth in the range of 15-35%. Asia is very important in our global hierarchy and we posted one of the highest 50% growth here. We started in India in 2004 and have been slowly and steadily building our brand presence and equity. We have posted steady growth here too.

Tell us about your India-centric focus for 2009?
In 2009, we have a clear focus on retail and distribution. We started off in Switzerland and Germany as a retailer and retail was the backbone of our marketing thrust. India is a multi-layered market even though it is in its infancy. Delhi is a high potential market whereas Mumbai is highly complicated. We want to tap the Top 10 markets and then move towards the next level. We have kept our global retail prices at the same level as Dubai or Singapore.

Why should Indians opt for Carl F. Bucherer?
Carl F. Bucherer is not for everybody and anybody but it’s a rare niche for connoisseurs. Very few people really know about it and appreciate its nuances. We sell only 15,000 to 20,000 units. It’s a brand for those who know where they stand or where they aspire to reach in the near future. Wearing the brand is a sign that they have arrived and achieved a certain niche in life. It’s a reward for their achievement. We don’t believe in brand ambassadors but associate with real achievers. Indians are well attuned to culture and they will definitely take a liking to our brand values and attributes.

Tell us about your brand ambassador policy?
Independence, passion and painstaking care are the values upon which the integrity of the Carl F. Bucherer watch brand is based and which are reflected in a strongly expressive collection. Carl F. Bucherer and sound designer Boris Blank share this philosophy. Since the end of 2006, Boris Blank is therefore a Carl F. Bucherer ambassador. Blank is a sort of experimentalist archetype, who for years tinkered, tested and finally, out of his hotchpotch of musical fragments, sounds, noises and experiences, created his own style – in professional circles he is described as an “innovator of sound.”

Tell us about the products to watch out for?
Carl F. Bucherer presented the CFB A1000 caliber at Baselworld 2008. This year 2009 we equipped our first watch model with this extraordinary automatic caliber: the Patravi EvoTec DayDate. A specially developed functional module has been added to this outstanding watch from Carl F. Bucherer, whose innovative characteristics extend beyond its exclusive interior to adorn the exterior beautifully. Carl F. Bucherer wanted to create something new in the form of an automatic movement equipped with a wealth of unique design features. The Carl F. Bucherer’s Patravi line is the undisputed leader of both a watch brand steeped in tradition (founded in Lucerne in 1919) and a new Manufacture (recognized as such in 2008). The Manufacture’s first product, the equally innovative and extraordinary CFB A1000 automatic caliber, needed an appropriate setting once it was ready to go into production and had been fitted with its first specially developed functions module. The striking Patravi line offered the perfect solution for the following reasons: firstly, the case, with its stylish strap bars and striking flank crown protectors, is truly iconic in nature. Secondly, the design is perfectly suited to allow for the development of various shapes, as is impressively demonstrated by the round and barrel-shaped Patravimodels.

Thanks to the launch of the new CFB A1001 caliber, based on the CFB A1000 movement, the Patravi line is enjoying remarkable design expansion. The strongly expressive, cushion-shaped case of the Patravi EvoTec DayDate, which is generously proportioned at 44 x 44.5 mm, is the perfect setting for this example of the art of mechanical watchmaking. Its highly acclaimed first public appearance was an unusual and striking version that featured a small seconds hand at 6 o’clock, which skilfully echoed the shape of the case, a clearly formed weekday display at 9 o’clock, and an exuberant large date display in the upper-left quadrant of the dial. The dimensions of the latter are sensational, even for a large date display. The geometric index marks echo the slightly convex flanks of the case and underline the deliberately pared-down, modern design concept of the Patravi EvoTec DayDate.



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