On March 22, the Basel Watch Fair kicked off. On the third day of the watch fair, I visited the Bucherer Pavilion and interviewed Mr. Sascha Moeri, Chief Executive Officer of Bucherer Global. The interview was scheduled at 10 am. I arrived at the exhibition hall in advance, when Mr. Murui was still being interviewed by another foreign media.
Soon, at the scheduled time, he came out of the room and smiled and shook hands with me. Before entering the interview, we arranged to take pictures. Although he had a cold and physical discomfort that day, in front of the camera, he still showed his signature elegance and a sunny smile.
Bucherer Global CEO: Mr. Sascha Moeri
Wanbiao World: Mr. Murray, first of all, please tell us what new products and highlights of Bucherer launched in Basel this year.
Murray: At this year's Basel Jewellery & Watch Fair, we solemnly launched the world's first Malilong double-rim tourbillon watch , demonstrating our excellent watchmaking craftsmanship and innovative spirit. Different from the traditional tourbillon, it is neither installed on the bottom plate of the movement nor fixed by the splint. This watch adopts the unique Bucherer C FB T3000 movement, combining the outer oscillating weight automatic winding technology and the tourbillon frame outer edge mounting technology. All technologies are independently developed by Bucherer. Other highlights include the stop seconds function of the tourbillon and the movement ’s certification by the Swiss Official Observatory.
Our brand has the world's first technology in many ways, but the price of watches is approachable. I believe that our watches will surely attract the attention of watch enthusiasts around the world.
Bucherer Marie Long double-rim tourbillon watch
Wan Watch World: What is the proportion of women's watches and men's watches currently produced by Bucherer? In recent years, how has the sales performance of the Bettisse ladies watch promoted by Bucherer? In your opinion, what is the difference between women's and men's demand for watches?
Murray: The current ratio is 40% for ladies' watches and 60% for men's watches. The men's watch meets the tough appearance and precision functions that male customers strongly expect, while the women's watch is a perfect example of the combination of jewelry and watchmaking technology. Women's watches with mechanical functions are relatively rare. We think that modern women will also be interested in the internal craftsmanship of the watch. Therefore, our product portfolio not only maintains a good balance between ladies ’and men ’s watches, but also demonstrates our expertise in watchmaking and jewelry craftsmanship. Excellent expertise. In our watch series, Betty is very important to us, which is why Li Bingbing wore this series of watches in our advertisements.
Bucherer Bettisswan Swan Limited Jewelry Watch
Wanbiao World: Bao Qilai chose the famous Chinese movie star Ms. Li Bingbing as the first global spokesperson. Does this mean that Bao Qilai attaches importance to the Chinese market and the female market?
Murray: Ms. Li Bingbing is chosen as the spokesperson for the global brand image, because she perfectly matches the brand's values. She is a fashionable, wise and independent woman rooted in Chinese origin. Her dedication to performance, her sense of responsibility, and her generosity and willingness to share her talents with the world are very encouraging. She is an actor with extremely high performance talent, charming and strong personality. In fact, she is also the first Chinese woman to speak at the UN Climate Change Conference.
Li Bingbing, global brand image spokesperson
As an independent watchmaking brand, we understand the importance of balancing tradition and continuous innovation. Just like us, as a traditional Swiss family business born in 1888, we have produced a timepiece with cutting-edge technology, noble and elegant style, and using the most advanced and high-quality materials. Therefore, Miss Li Bingbing's low-key and tenacious personality coincides with Bucherer's pursuit of watchmaking technology, and we are very happy to cooperate with her. For me personally, I am very honored to have Li Bingbing as the spokesperson for the global brand image, and I am very excited to develop a global partnership. Needless to say, the Chinese market is still one of our main markets, and I think that the female watch market still has huge potential for development.
(From left) Mr. Jörg G. Bucherer, the third generation descendant of the Bucherer family and the helm of the company, Ms. Li Bingbing, the global image spokesperson for the Bucherer brand
Multimeter World: In recent years, Bao Qilai has focused on the development of self-made movement technology. What is the current development of self-produced movements? What are the advantages and disadvantages of self-produced movements and eta movements? Can you introduce us to the team of watchmakers at Bucherer?
Murray: Our achievements in self-developed movements have established our important position in the watch industry, and have made thorough preparations for us to meet future challenges. The brand is becoming more independent because we have our own watch factory to develop and produce movements. But to reiterate, we are not pursuing isolated autonomy. We are honored to work with the best partners in the industry, such as ETA, La Joux-Perret and Vaucher.
At present, we have 80 watchmakers, and watchmakers are equipped with the most advanced facilities. So far, having our own watch factory has greatly improved our professional skills and watchmaking skills, and we are proud to continue to contribute to the Swiss watch manufacturing industry.
Bucherer's new CFB T3000 homemade tourbillon movement
Wan Watch World: Chinese people tend to buy watches overseas, and Bucherer's stores in Switzerland have always been the best choice for Chinese tourists. Today, Bao Qilai has opened more and more boutiques in China. From welcoming Chinese tourists at their doorsteps in the past to opening Chinese stores to greet local Chinese consumers, what are the differences between the two forms of marketing and sales services for Bao Qilai?
Murray: Bucherer started in Lucerne in 1888. Today, it has developed into a world-renowned brand. Last year we launched a global advertising project with the theme "No matter where time takes you, Lucerne is with you. Peer " . By setting up independent boutiques in different regions, our goal is to deliver the core spirit of the brand to our customers and apply this spirit to our marketing and sales strategies. Another important point for us is that our international customer groups can see us at any time and let them enter any of our overseas boutiques to feel our unique brand philosophy and spirit.
In November 2017, Bucherer opened China's first boutique in Shanghai
Murray: I joined the Bucherer family in 2010. Working together with my team, we formulate a brand strategy and lead this traditional brand into the future with the greatest autonomy. When I started as the Global Chief Executive Officer of Bucherer 8 years ago, my goal was to globalize the brand, strengthen and stabilize the market position, and at the same time create more profits. I can proudly say that what my team has done exceeds my expectations. For example, we have increased the production of watches from 6000 to 25,000 per year. My mission and future goal is to be backed by the brand's solid foundation and high-quality tradition, while conforming to the trend of the times, leading Bao Qilai to go further on the road to success.
Thank you Mr. Murui for accepting the interview with Wanbiao World!
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