Carl F. Bucherer’s Brand Worlds

Carl F. Bucherer produces innovative and contemporary timepieces for watch enthusiasts all around the globe; firmly rooted in the heart of Switzerland, the brand is home everywhere in the world. Its fine watch collections are divided among four distinct brand worlds that represent the different aspects of its identity.


Sascha Moeri, the CEO of Carl F. Bucherer, explains the benefit of the brand worlds: “We wanted to offer our customers a more accessible journey through our brand. These brand worlds allow us to review our 133-plus year history but also to look ahead. They are an ideal thread connecting all the things Carl F. Bucherer had done in the past and those we are aiming to do in the future. They have proven to be ideal ways to communicate with our audiences effectively and entertainingly.”

Maison & Heritage

At Carl F. Bucherer the quest for excellence and outstanding craftsmanship is deeply rooted in its history.


That spirit has been driving us every day since 1888. It is an integral part of our status as a true and authentic Swiss watch manufacturer. We heartily adhere to a commitment to excellence throughout our entire production process: from the first idea to the final product.


The watches in our Maison & Heritage brand world reflect the dedication to contemporary craftsmanship and the art of traditional watchmaking that has defined Carl F. Bucherer since its beginnings. These watches are equipped with our in-house mechanical movements and many of them feature the peripheral technology that has come to distinguish our brand.


Another proud part of this brand world is the Heritage Collection, which perfectly translates the history of Carl F. Bucherer onto our clients’ wrists. We have been producing superb timepieces for more than 13 decades and to honor this legacy, we created the Heritage collection, whose fine wristwatches are dedicated to a history of the design and craftsmanship of Swiss watchmaking. These exceptional timepieces combine tradition, excellence and innovative spirit.

Entertainment & Style

As its name suggests, the watches in our Entertainment & Style brand world would be at home in Hollywood or Bollywood or on any red carpet anywhere. To be concrete Carl F. Bucherer has enjoyed its supporting roles in a number of blockbuster films, including Atomic Blonde and on Keanu Reeves’ wrist in the John Wick series. We’re always ready for our close-ups.


The Adamavi Collection, which has been enthusiastically embraced by inspiring women on practically every continent, is a sparkling example of the flashier, feminine watches that are such an important part of Carl F. Bucherer’s product selection.

Travel & Exploration

At Carl F. Bucherer, we have been driven by the quest for travel and exploration since Carl Friedrich Bucherer opened his first boutique for watches and jewelry in Lucerne in 1888 and the same sense of adventure remains an important part of our identity. The Travel & Exploration brand world reflects the spirit of our founder and his family.


Carl Friedrich Bucher’s sons, Ernst and Carl-Eduard, were intrepid travelers committed to exploring the world and when wristwatches experienced a worldwide boom in popularity, the two brothers opened businesses in South America in 1922. They had taken the Bucherer name – and a bit of Lucerne – out into the world. Eventually, they brought the world back to Lucerne, establishing a pattern of travel and exploration that defines the Carl F. Bucherer brand to this day.


The watches in the Travel & Exploration brand world, highlighted by such models as the Patravi TravelTec and the Manero Flyback, honor the memory of the second generation of the Bucherer family to lead the company. They also tantalize customers with the promise of adventures that might be just around the corner or in far-distant lands – a perfect expression of a brand rooted in Switzerland and at home in the world.

Sport & Adventure

The Sport & Adventure brand world expresses an important part of Carl F. Bucherer’s identity. As the name suggests, it is characterized by its key partnerships with outstanding athletes in a number of sporting disciplines.


And nothing could represent Carl F. Bucherer’s passion for adventure better than its longstanding partnership with the Manta Trust. Along with this great charity, the brand is committed to making a lasting contribution to the conservation of the manta ray and the ecosystem that sustains this rare and fascinating species.


The Patravi ScubaTec references are the most potent expressions of this part of the brand’s DNA.

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