Jörg Baumann : Director of Marketing & Business Development, Bucherer AG

“The next years will be challenging, but also offer opportunities to entrepreneurial players.”

Does the fact that Bucherer was established in 1888 make a difference within the current economic climate ?

Being a house with a rich tradition and heritage is a very strong asset. It means that we have done a lot of things right for our customers and partners over more than a century. This is our  inspiration to become even better every day. We are anchored in the past, but work for the future.

Why open a new store at Jelmoli right next to your existing store ?

There are two reasons. Firstly, Jelmoli allows us to reach a new group of customers, that may not always have been comfortable in the traditional watch and jewelry retailers. Secondly, we are about to start the complete renovation of the Bucherer House on Bahnhofstrasse. During this phase, our boutique will have a smaller area, so more space to welcome our loyal Zurich customers was needed.

What is your view of the watch market in Switzerland at the moment and what is your outlook for the future ?

The Swiss market is very developed and the watch brands are strongly present, which is a good sign. It means that they pay special attention to their home market. One of the key issues to look out for will be the development of tourism. Our world has become more complex and this could impact the arrival of overseas tourists. The next years will be challenging, but also offer opportunities to entrepreneurial players. You also opened a new store in Copenhagen over the summer.

Do you plan to continue your geographic expansion ?

At this stage, there are no concrete plans for a further expansion.

How have you adapted in Paris, where you opened the world’s biggest watch store ?

We had made excellent progress in Paris before the despicable terrorist acts in November 2015. Bucherer has now established itself as a recognized specialist in Paris and we are really proud that many Parisians have taken to choosing their fine watch at Bucherer. But since the attacks, tourism has dropped a lot in Paris. This affects everyone in Paris : hotels, restaurants, retailers and tourist attractions.


Brice Lechevalier is editor-in-chief of GMT and Skippers, which he co-founded in 2000 and 2001 respectively. He has also been CEO of WorldTempus since it joined the GMT Publishing stable, of which he is director and joint shareholder. In 2012 he created the Geneva Watch Tour, and he has been an advisor to the Grand Prix d’Horlogerie de Genève since 2011. Also closely involved in sailing, he has published the magazine of the Société Nautique de Genève since 2003, and was one of the founders of the SUI Sailing Awards in 2009 and the Concours d’Elégance for motor boats at the Cannes Yachting Festival in 2015.

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