Unlike other stores, Bucherer’s is not primarily motivated by sales defined as a rapid, immediate objective. It is a cocoon, a club for connoisseurs that has grown over the years. The store has conducted many initiatives to demonstrate the added value of luxury watchmaking combined with unrivaled service. “We opened during Heritage Days to explain artisan skills and present watchmaking innovations throughout history. Our staff receive ongoing training to make sure they welcome visitors like members of our family. We have organized many events – private dinners, partnerships with great firms and special events, such as evenings with games (casino or watchmaking Trivial Pursuit), as well as conferences on automobiles and watches, heritage management with Oddo Banque Privée… Our aim is always to strengthen our individual relations with visitors. Such initiatives go beyond the normal scope of a retail store because of our determination to establish our difference and show that 12 boulevard des Capucines is a unique location.”
Asserting and consolidating one’s difference in concrete terms also involves partnerships agreed with certain watchmakers for the presentation of new models sold exclusively. After the Bucherer Blue Edition, a Tudor Heritage Black Bay Bronze Blue will be appearing in the store’s windows this summer. Ten or so brands have cooperated in producing specific creations with one common point: the color blue.
Understanding that Bucherer sells dreams – dreams that must be backed by outstanding responsiveness and extremely close customer relations, the flagship store has plotted its course. Because it has applied the firm’s philosophy – warmth, attentiveness and service – and because its focus on family values of availability and cordial reception has demonstrated its consistency and difference, the ‘graft’ has taken and Paris has fallen under its charm. Swiss humanity is much appreciated here and when it is backed by talent and modesty, initiatives and reliability, the clients makes no mistake. Bucherer identity has also forged its reputation on the boulevard des Capucines because it is a long-term phenomenon and because those who champion and develop it do not change. Lasting quality in an unpredictable world is an asset, a value. The secret of Bucherer’s success in Paris has a great deal to do with that fact: its artisans and managers have had time on their side and will continue to do so.