Press release
Under the maxim “Feel at home”, Carl F. Bucherer's corporate architecture with its own independent, timeless design and high quality materials, enjoys an unobtrusive and relaxed atmosphere. This design was caringly further developed especially for the newest of the Lucerne watch brand's boutiques in the luxurious Siam Paragon shopping center in Bangkok. As with the new 2010 advertising campaign, “Ahead of the times”, this further development is also part of the expression of Carl F. Bucherer's positioning as a progressive Manufacture brand, which is going its own way and, in so doing, ahead of the times. In order to achieve the intended consistency, the key elements of the existing boutiques in Dubai, Beijing, Hong Kong, Macao and Taipeh were also incorporated in Bangkok. However, they were complemented with up-to-date, surprising solutions. This produced a coherent overall concept, with a nice balance between original eye-catching features and calmer, unobtrusive areas.
The new boutique with its around 50m2 surface area is divided into five different zones. The visitor is welcomed through a high display window that provides an unimpeded view of the boutique. This is illuminated by the lighting behind a splendid milk glass wall, while indirect, diffused lighting invites you to linger in front of the elegant watch displays. As you enter the boutique, the lavish door handle constitutes the main feature – in the form of the typical, peripherally located oscillating weight in a Carl F. Bucherer Manufacture movement, just as it is assembled in the Brand's workshops in Ste-Croix.
Inside, modern, full-length wall windows and free-standing showcases accompany the visitor on a journey of discovery through the Carl F. Bucherer collections. The dark African walnut wood brings warmth to the technical sphere of the mechanical watches. The walnut panelling, whose slightly slanting arrangement echoes the form of the energy star in the Carl F. Bucherer logo, contribute their part to the exhibition's harmonious background.
Once right in the heart of the Carl F. Bucherer world, the visitor feels part of the homely, comfortable experience zone with a library and white leather Barcelona Chairs. The selected carpet reflects the complete colour range of the interior and provides a sensual contrast to the cool anthracite-coloured floor base. The book shelving made of untreated quartzite protectively enshrouds the area, just like the Lucerne mountains, enveloping the home of Carl F. Bucherer in their embrace.
In the discreet atmosphere of the sales area to the rear of the boutique you can calmly select your favourite watch from the Carl F. Bucherer collection at your ease. Once you have made your decision, the sale is celebrated as a special moment.
The payment counter is also made of quartzite. A gentle curve, with LED-lighting, reminiscent of the Carl F. Bucherer campaign, is permeating its seemingly solid mass and lending it an unexpected lightness. The back wall of this area highlights the contrast between innovative technique and warm wood: a silver-coloured steel mesh covers the whole wall and its light reflections harmonize most beautifully with an African walnut panel, prominently bearing the Carl F. Bucherer logo – a sort of design epilogue that each guest will cherish for a long time.
Right from the outset, there was no question that this boutique should have a special setting. It is, in fact, situated in the Siam Paragon Shopping Center, rightly known as “the pride of Bangkok”, in the Pathum Wan district, well-known for its varied shopping and meeting possibilities. The mall, opened in 2005 and a favourite of the local Thais as well as the tourists, offers not only a complete exhibition and event center, but also the largest aquarium in the southern hemisphere with more than 30,000 animals and a shark pool, cinemas, bowling lanes and a fitness studio, but above all, a unique shopping experience. Here, in an impressive architectural environment, the visitor is surrounded by 500,000m2 of flagship stores of the most famous luxury brands from all over the world as well as the elegant “Paragon Department Store”.
The Grand Opening of the new Carl F. Bucherer Boutique was held on the 3rd of November at the Siam Paragon shopping center. This was celebrated with numerous interested watch collectors as well as accompanied with artistic interpretations.
The link below shows the film, which was specially produced for the Grand Opening of the new boutique:
http://www.carl-f-bucherer.com/de/inside/filme/neue-boutique-in-bangkok…
About Carl F. Bucherer
Carl F. Bucherer, registered as Bucherer Montres S.A., is an independent company with over 90 years competency in the production of luxury watches. The Manufacture brand stands for uncompromising quality and aesthetic products with stylish design. It combines the finest watchmaking crafts-manship with the highest jewelry competency. The name recognizes the pioneering achievements of the company's founder of the same name, Carl Friedrich Bucherer.
The Carl F. Bucherer brand was launched in 2001, with the objective of giving more strategic emphasis to its manufacturing expertise, which had already been successfully demonstrated since 1919. As the only watch brand located in Central Switzerland, Carl F. Bucherer produces and markets exclusive ladies and gents watches, thereby building the second arm of the Bucherer Group. Today, the Bucherer Group is managed by the owner-family's third generation in the person of Jörg G. Bucherer.
It took the Carl F. Bucherer team only a short time to develop an effective distribution network and create international consumer awareness for the brand. Carl F. Bucherer strengthened its market position as a progressive watch manufacturer in the premium segment with its own work- shop for the development, research and production of manufacture movements, Carl F. Bucherer Technologies SA in Ste-Croix, and with the launch of its manufacture movement CFB A1000.
