Jörg G. Bucherer
My forefathers founded Bucherer 125 years ago. Enterprise, hard work, independence and an unflagging will to serve our customers were our basic values. And they have remained unchanged to this day. Success never happens by itself. It’s something you have to want enough to work hard for. Any entrepreneur looks back with a measure of gratitude and forward with optimism and resolve. Bucherer, I can safely say, is a Lucerne success story that has gone way beyond the borders of Switzerland. Today, after years of continuous, self-financed growth, we are Europe’s largest specialist retailer of high-quality watches and jewelry. We owe our success to the success of Switzerland as a whole. Switzerland is a fantastically attractive country to live in because it believes firmly in freedom, independence and in taking responsibility for your own well-being. Our current breed of politicians, unfortunately, seems to be straying from that well-trodden path. I dedicate these jubilee thoughts with all my heartfelt thanks to our esteemed customers and to my employees, without whom the House of Bucherer would not be celebrating this proud occasion.
Nothing is quite as fascinating as the combination of top-quality craft smanship, precious materials and irresistible design. Genuine luxury has no price because it also calls for ingenuity. Luxury, as I understand it, comprises style, class and substance. Luxury is something that enriches our lives with a magical sense of perfection.
Without entrepreneurs there would be no prosperity, no civilization. Entrepreneurs are the backbone of successful societies. But entrepreneurs cannot simply be bred or trained at universities. Genuine entrepreneurship is in the blood, inseparably linked with the desire for freedom of thought and action – but also with resolve, the untiring quest for success and an enormous amount of hard work.
Switzerland is a bastion of solidity at the heart of Europe. The country’s independence, democracy and neutrality have made it strong and resilient. With few natural resources to call its own, Switzerland was forced to work hard and be creative from the start. We have a political system in which all the parties play a role. This makes us stable and encourages consensus. Unfortunately, more and more politicians in Bern are taking it upon themselves to move away from this successful model. Shortsighted party interests are increasingly blurring our vision. There is a growing belief in the power of the state. We cannot afford to neglect Switzerland’s traditions of liberty and independence.
Passion is the element that fuels top–level performance. Nothing of lasting value can be achieved without it. Passion is also the best form of insurance against crises of self–belief. Only if you are passionate yourself can you hope to impassion others, whether in business, society or culture.
A watch is not a timepiece but a practical companion for life. It defines the individual who wears it. At one time, it was enough to have a watch for everyday use and a second, slightly slimmer, more discreet model for the evening. Today, we need the right watch for sport and leisure-time activities, for work and social occasions, and even for family and friends. Watches change with the seasons. Their complex mechanics make them a topic for interesting discussions – increasingly for women, too. As symbols of character, status and personality, they have the immeasurable advantage of elegance and modest proportions.
For over 2500 years, as archaeological digs regularly remind us, jewelry has been a measure of a culture’s maturity. Jewelry combines skilled craftsmanship and creativity in objects of desire. Not everything we find exciting today will have the same eff ect on subsequent generations. But jewelry is not always created for posterity so much as for the moment. It cries out to be worn and displayed. During the day, with a little discretion, although it is never too early for earrings and a bracelet. But come evening, it’s time for the full parure. For the night has laws of its own.
Over the years their numbers have gradually increased. For me, this alone is proof that, by and large, we’ve been doing something right. A certain scale brings new challenges. How can I maintain the team spirit, the corporate ethos that has brought us so far? How can I encourage my people to love their jobs and feel commitment to the company? How can I fill them with energy? What can I do to ensure that they look forward to their next day at work? Pleasure is as difficult to conjure up as dedication or inner passion. But I can try to foster a culture in which my employees spontaneously give of their best. I never stop working at that.
125 YEARS OF BUCHERER
Major anniversaries cause us to look in both directions. We look back to see where we are coming from. And we look forward in the search for new goals. We celebrate with pride, but also with a certain humility. We owe the foundations on which we continue to grow – on the strength of our own resources, incidentally – to the initiative and entrepreneurial achievements of my forefathers. Within three generations, Bucherer has established itself as a center of excellence for high-quality jewelry and firstclass wristwatches worldwide. We intend to continue moving in the same direction. It is not enough for a customer to buy a watch. It must be from Bucherer.
We live in times of increasingly rapid change. We adapt to the world around us but nothing is really any different. Basic needs remain. Lucerne will never cease to be a gem waiting to be discovered by every new generation. A Swiss watch will always be desirable. No woman will ever want to be without jewelry. Particularly if it’s an exquisite piece from Bucherer.