back

Made of Lucerne

28 Nov 2016

Carl F. Bucherer proudly presents the brand’s birthplace

Carl F. Bucherer has consistently implemented the new brand identity, which was launched at the Baselworld fair in early 2016 with a new advertising campaign. The campaign demonstrates the company’s origins – Made of Lucerne - together with a Digital Lucerne Guide – which Carl F. Bucherer has specially designed. The company has grown steadily over the past five years, quadrupling the number of watches sold from 6’500 to 25’000.

Launching the new brand identity early 2016 was a natural consequence of this growth. The company was launched by Carl Friedrich Bucherer in 1888. His personality and free spirit led the company from success to success. The new brand identity visualises the company’s roots at the heart of Switzerland with images in minimalistic gold that tell the story of the baroque influences of the cosmopolitan city of its home town Lucerne. The campaign was developed in close collaboration with the London Agency Havas.

Chapel Bridge - Lucerne

The digital interpretation of the campaign theme “Made of Lucerne” was conjointly implemented with the Geneva Agency, Digital Luxury Group with the development of an exclusive Lucerne City Guide. Travellers can experience Lucerne as a “true luxury destination” under the mobile-optimized URL lucerne.carl-f-bucherer.com. This includes regularly updated insider tips from Carl F. Bucherer CEO Sascha Moeri, global brand ambassador Li Bingbing und diverse leading bloggers who have discovered Lucerne together with Carl F. Bucherer.

Lucerne City Guide

Click on the checkbox to activate or deactivate the use of particular type of cookies. After changing the settings, please confirm by clicking „Save settings“.

Cookie overview

Arrow Generic Essential / Cookies
Functional cookies are essential to ensure the basic functions of the website. Without them, the website cannot be used as intended, which is why they cannot be deactivated. They ensure, among other things, basic functions required for page navigation, language settings or the functionality when changing from http to https and thus compliance with increased security requirements. Essential cookies are used exclusively by us. Your consent to use these cookies is not required.
Arrow
Performance cookies are those that collect information about the behaviour of website visitors (such as the frequency and duration of pages visited, search terms used, movements such as clicks and mouse scrolling, error messages displayed and loading times). This information is used to improve user-friendliness and to target the website to the user. This data is stored in anonymous form and provides a user-friendly navigation and website as well as improving it. Performance cookies are subject to consent.
Arrow
Marketing cookies are used by us and third-party providers to display relevant advertising tailored to the user on our own as well as third-party websites (such as social media platforms). They are also used to determine the frequency with which an advertisement is displayed and to determine the effectiveness of an advertising campaign. Marketing cookies are subject to consent.

We use cookies for statistics, site optimisation and targeted marketing. If you click on "I agree", you accept that cookies are set for these purposes, or you can determine here which cookies we are permitted to use. Read more about the use of cookies in our Privacy Policy.

Note on processing data collected on this website in the USA by Google, Facebook: By clicking on "I agree", you also agree that your data may be processed in the USA. The USA is considered by the European Court of Justice to be a country with an inadequate level of data protection according to EU standards (for further information, please refer to Section 9 of the Privacy Policy). Please specify here that only essential cookies are permitted to ensure that the transfer described above does not take place.