Carl F. Bucherer's Slogans & Taglines

Carl F. Bucherer traces its origins to 1888, when Carl Friedrich Bucherer opened a jewelry and watch boutique in Lucerne, Switzerland. A visionary entrepreneur, he foresaw the wristwatch replacing the pocket watch, launching the first ladies' wristwatch collection in 1919. His sons, Carl Eduard and Ernst, fused goldsmith artistry with watchmaking expertise, establishing a legacy of technical and aesthetic mastery. The modern era began in 2001 with the founding of Carl F. Bucherer AG, introducing the flagship Patravi collection. The brand achieved true manufacture status in 2008 with the revolutionary CFB A1000 caliber, featuring the world's first serially produced peripheral rotor. Its slogans evolved from the defiant "For people who do not go with the times" to the heritage-driven "Made of Lucerne," reflecting a deep bond with its hometown. The portfolio spans the elegant Manero, the sophisticated Patravi, and the Heritage lines, all crafted in-house. Today, under third-generation owner Jörg G. Bucherer, it remains one of the few independent, family-owned Swiss watch manufacturers.