With our latest boutique, we offer visitors a new way to experience the world of Carl F. Bucherer. The interior exudes understated luxury, accentuated by the golden elements of the brand logo, launched in 2016, and the distinctive brand imagery that also reflects the cosmopolitan nature of the city of Lucerne. The new brand identity underlines the company’s ambition to continue growing while raising the profile of Lucerne as a cosmopolitan destination.

A Highlight for 2017

Jörg G. Bucherer, representing the third generation of the Bucherer family at the helm of the company, attended the inauguration of the boutique: “ It fills me with pride and joy to be able to continue my family’s legacy around the world while also honoring that same heritage here at home. ” CEO Sascha Moeri was thoroughly pleased with the result: “ As a Swiss watch manufacturer that has a very deep connection to Lucerne, opening our new boutique here is a very special and unique event. ” Li Bingbing, Global Brand Ambassador of Carl F. Bucherer, traveled to Lucerne for the inauguration and spent a week getting to know the city and enjoying the region.

The new boutique is located in one of Lucerne’s historic buildings, and for one night only, its traditional facade was transformed into a vertical stage for the opening ceremony. The building was draped in golden curtains, concealing it from view, until a group of musicians, also positioned behind the curtains on the balcony, began playing the opening notes of a classical score. The musicians’ increasing fanfare was the cue for the curtains to be drawn back, revealing the boutique in all its glory. Owner Jörg G. Bucherer, CEO Sascha Moeri and Global Ambassador Li Bingbing then stepped forward to cut the ribbon and declare the boutique officially open.