Concours d'Excellence

12 Jul 2021

Once upon a time in Lucerne

This is one of those stories that’s almost too good to be true. It involves a teenage boy and his father, a family car, a great city and Carl F. Bucherer’s partnership with the prestigious Concours d’Excellence International, Lucerne’s exhibition of classic cars.


Our tale begins in 1949. That was the year Carl Eduard Bucherer, the son of Carl Friedrich Bucherer, our brand’s founder and namesake, entered his blue Lincoln Cosmopolitan Town Car in the Concours d’Excellence International in Lucerne, where it was winning its class. But the Lincoln was not merely a showpiece: it was the Bucherer’s family car and it made quite an impression on young Jörg G. Bucherer, Carl Eduard’s son, who was 13 at the time.


That family car changed owners over the years but inevitably – in a story like this one – it found its way back to Jörg G. Bucherer, who is the Chairman of Carl F. Bucherer. He had it lovingly restored to its original glory and this September, 72 years after it was first part of the Concours d’Excellence International, Carl F. Bucherer will proudly display it once again in Lucerne. The prestigious classic car event will be staged at and in close collaboration with the Swiss Museum of Transport 10-12 September, 2021



Intersecting histories and shared qualities

A partnership between Carl F. Bucherer and the Concours d’Excellence International makes perfect sense: clearly, they have compellingly intersecting histories through the Bucherer family, but they also share some distinctive qualities: both are at home in Lucerne and proudly defined by their Swissness. Like a fine watch, an automobile is made up of many parts, precisely engineered for optimal performance. Watches and cars are the products of a number of inspired, creative individuals working together closely on each design and concept. The best automobiles, like the finest watches, are valued not only for their functionality but also for their beauty. And both – as this story demonstrates – can last for generations.



And they all lived happily ever after

Carl F. Bucherer CEO Sascha Moeri says, “The fact that Carl Eduard Bucherer and this automobile were part of the Concours d’Excellence International in 1949 is extraordinary – it really is a living part of our history. Jörg G. Bucherer is pleased that a powerful family-rooted memory will be given a new life and we’re thrilled to be playing an active role in this world-class display of vintage cars in our hometown.”

Urs P. Ramseier, who along with Bernd E. Link, revived the Concours d’Excellence International in 2015, is delighted to once again be working with Carl F. Bucherer. He says, “Classic car enthusiasts share a passion not only for fine automobiles but for the stories behind them. Our partnership is authentic and based on a real family history. We are looking forward to saying, ‘Welcome home!’ to this fine car”.

Ultimately, Carl F. Bucherer is a watch manufacturer, so stay tuned for what’s to come.

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