The Swiss watchmaker Carl F. Bucherer is going back to the strong roots of its origins and paying tribute to its past with golden and minimalist Baroque elements in a new brand presentation. The traditional company from Lucerne is thereby shining light on its rich heritage and bolstering its own identity. The new brand presentation was launched with a celebratory unveiling of the exhibition stand in the “distinctly golden” look.

Baselworld is the most significant exhibition in the world for the watch industry and is considered the most important platform for the sector. Visitors from all over the world joined Carl F. Bucherer in celebrating the official inauguration of the exhibition stand, draped completely in gold, and hence the launch of the new brand presentation. “Carl F. Bucherer possesses an extraordinary heritage. We are continuing to develop ourselves by going back to our roots and reinterpreting them for the future,” explains Sascha Moeri, CEO of Carl F. Bucherer.

It all began with Carl Friedrich Bucherer himself, a visionary and bold entrepreneur. Back in

1888, his pioneering spirit and passion for craftsmanship provided the foundation for what Carl F. Bucherer has stood for ever since: a leading, independent Swiss watchmaker with international prestige. An authentic brand that is deeply rooted in the cosmopolitan city of Lucerne – the vibrant heart of Switzerland – both the origin and inspiration of the watch brand. This close connection together with the power of creativity and the uninhibited free spirit of its home forms part of the DNA of the Swiss luxury watchmaker and is passionately embodied through the brand’s savoir faire.

The new brand look is reminiscent of the precious heritage of Carl F. Bucherer and lends its golden radiance to the unique strengths of the brand. The gold is derived from the Baroque- influenced architecture that gives the home city of Lucerne its special character. A minimalist look that pays tribute to the strong roots of the Swiss watchmaker – in both a discreet and prominent manner.

The golden imagery reflects the pride in the heritage, as do the design of the display windows

with the silhouette of Lucerne and the depiction of the cosmopolitan free spirit. The centerpiece of the almost 1,000 m2 large exhibition stand is the library and its visual presentation of the brand identity. The new movement CFB A2000 with peripheral rotor is presented as an exclusive – a design concept that Carl F. Bucherer was the first manufacturer to bring into serial production and which debuts in the worldwide innovation Manero Peripheral.

The new brand presentation in “distinct gold” is an expression of luxury as Carl F. Bucherer understands it: Watch creations of the highest standard of workmanship that are known for the expert combination of passion and unmistakable style.