<div>The Bucherer group has been making fine watches for the past 125 years. Its brand, <strong>Carl F. Bucherer</strong>, named after the group’s founder, has blended tradition with innovation; in fact, it is one of the few Swiss brands to have developed its own movement. Sascha Moeri took over as CEO of the Carl F. Bucherer brand in 2010. Before that he was vice-president at Milus International in Biel and responsible for the brand’s distribution in 30 countries. Born in Biel, the cradle of watchmaking at the foot of the Swiss Jura, Moeri has always been fascinated by watches. He spoke to BW|Businessworld. Edited excerpts:<br /><br /><strong>What makes a luxury brand? How important is innovation to a luxury brand? </strong><br />For us, luxury is strongly related to exclusivity. By crafting each timepiece with care and sophisticated skills that come from years of experience, Carl F. Bucherer watches have become real treasures. They are not mass produced and, therefore, reflect true individuality. As a luxury brand, innovation is a crucial part of our identity. We are constantly working on new developments that aim to be path-breaking for the watch industry. The Manero Tourbillion is one such example. The most important step for our brand towards autonomy was the development of our own in-house caliber family CFB A1000. <br /><br /><strong>One of the aspects of a luxury brand is that it is meant to last across generations. Given that, how does a brand like Carl F. Bucherer ensure it stays timeless? </strong><br />Carl F. Bucherer has an over 125-year history. Our watches are not designed to follow every new trend. Rather, they reflect lasting values like tradition, passion for the art of watchmaking, independence and technological perfection. Timepieces that are the achievement of advanced skills and a long tradition never lose their inherent fascination and are appreciated by all generations. However, the customers want to be surprised by new, extraordinary models and features. Therefore, it is essential for every luxury watch manufacturer to uphold the highest quality standards of traditional watchmaking, but strive for further innovations at the same time. Anyway, we stick to the idea that a watch expresses the individuality of the person who wears it. Because our watches are for those who do not go with the times. <br /><br /><strong>Where does India stand in the Carl F. Bucherer universe? Which are your top five markets? </strong><br />The Indian market is very promising for our brand. Indian consumers are interested in exquisite timepieces that truly reflect quality, beauty and exclusivity. We definitely see growth potential in the market, so we plan to further increase brand awareness and continue expanding our customer base. <br /><br /><strong><img align="right" width="233" vspace="6" hspace="6" height="323" src="/image/image_gallery?uuid=8cc49f7d-dbd1-4660-9797-366de89b61c8&groupId=520986&t=1416904127700" alt="" />Which are your top five markets? </strong><br />In general, we have remained on course for assertive, yet measured expansion. Several markets are very important for Carl F. Bucherer. Obviously, we are very strong in Europe, thanks to our own distribution network and the long tradition of the Bucherer group which dates back to 1888. We are also developing a strong position in the US market and the Middle East. China remains a very strong market as well, because Chinese customers love products that are examples of advanced craftsmanship. Furthermore, we have plans for additional stores and points of sale in various Asian countries.<br /><br /><strong>Other watch brands have a headstart in India. How do you plan to capture mindshare? </strong><br />To differ from the competition is not so much a matter of presentation, but of defined values and trust. Our customers appreciate our timepieces a lot, because our brand DNA is very unique. As mentioned before, an important factor is our long tradition that dates back to 1888. The skills in watchmaking were not only passed down from generation to generation, but were improved through constant development and innovation. Thus, our watches are still the product of the same philosophy and engineering that already formed their predecessors and even feature some of the same components. Our watches don´t just show the time — they tell an interesting story of visionary courage and entrepreneurial spirit. <br /><br /><strong>Which are your most popular watches? Are they different for the Asia-Pacific region as compared to Europe? </strong><br />The entire Patravi line is very popular all over the world. For example, the Patravi ScubaTec meets all the needs and quality requirements of a high-performance sports watch and is the ideal companion for any diver.<br /><br />Another line that is very popular is the Manero collection — it reflects the art of watchmaking in its most authentic form.<br /><br />To answer the second part of your question: our timepieces aren’t designed with a specific market in mind, but to appeal to watch enthusiasts all over the world. There may be different preferences though. The masculine TravelTec is of interest to a customer in the US, Russia or the Middle East, whereas an Asian customer appreciates the sleek and clean design of a Manero Tourbillon. <br /><br /><strong>Who is a Carl F. Bucherer customer? Which are the most popular ranges in India? </strong><br />If I had to describe a typical customer, it would be a person who appreciates the combination of thoughtful design, outstanding functionalities and innovative technology. He or she takes pleasure in wearing timepieces that reflect individual character in an exclusive way. Moreover, our customers love craftsmanship. As all our collections blend state-of-the-art technology with exquisite design and expertise, all our models are doing very well in India. Each line does have a unique character and an incomparable charisma corresponding to each individual Indian customer. <br /><br /><strong>As India opened its doors to single brand retailers you had contemplated opening exclusive stores in the country. There were also plans to sell customised, one-of-a-kind watches in India. Neither has happened. Why?</strong><br />This is not correct. We have launched several editions of customised watches in the last two years. The Patravi ScubaTec SFV Special Edition is one such example. It is dedicated to the Swiss National Football team and expressed our and the whole country’s passion for the sports and this team.The watch was a big hit and the first series were sold out within a few weeks. The watch has been sold globally. Many of our customised watches are sold in Europe, the Middle East and in Russia. We also did a personalised version of the EvoTec only for the Indian market. If we do see potential to repeat this success story again in India, we will certainly do so. <br /><br /><strong>What are your future plans for India?</strong><br />This year we are introducing the new ladies watch collection Pathos in the Indian market. It combines the jeweller’s craft with the art of watchmaking. It is a beautiful timepiece made of faceted steel and rosegold. <br /><strong><br />There has been a lot of talk in the global media about the Apple Watch and how it will affect the luxury watch market. Your comments? </strong><br />Certainly, the introduction of smart watches will cause some changes in the watch market because high-tech devices on the wrist provide owners with new functional possibilities. For this very reason, we do not consider smart watches a threat to exclusively manufactured timepieces. Both are status symbols in their own right, but represent completely different values. <br /><br />smita@businessworld.in <br />Twitter:@smitabw<br /><br />(This story was published in BW | Businessworld Issue Dated 15-12-2014)</div>
