CARL F. BUCHERER | WORKHOUSE #TBT

Since it’s American launch in 2002, Workhouse served as the Agency or Record for Carl F. Bucherer, stylish Swiss watches since 1919. Leaving the beaten track, blazing your own trail to ultimately shape your own destiny is what the Carl F. Buchererphilosophy is all about, a watch for “those who go their own way.”Carl Friedrich Buchererpresented his first watch collection in 1919 and began a watch-making heritage, which continues to this day. Renowned for their meticulous attention to detail, uncompromising quality, high technological, aesthetic standards and distinctive designs, Carl F. Bucherermaintains a rich history and it is through these values that we are reminded that the good life is in reach. Richly imagined, the Carl F. Bucherername is synonymous with an indelible portrait of confidence. It lives with those who take charge of their lives; independent people who trust their own instincts and enjoy every moment. With these strengths and values derived from the very fabric of the family business that has been handed down over three generations, Carl F. Buchererremains the only genuine watch brand from the heart of Switzerland. With traditional designs that look toward the future, Carl F. Bucherer consistently provides the best Swiss movements, which are both technically refined and authentic.

Challenge: Position and introduce Carl F. Bucherer, timepieces to domestic market. Communications included print, radio, distribution strategy, public relations, promotion, sponsorship, production, trade shows,  launch and ongoing  retailer special events

Strategy: To build a pedigree brand with domestic credibility and accessibility beyond its niche audience to increase top-of-mind recognition across key customer segments evenly split beAlexCannon  male & female consumers. 
Result: The most successful of more than 300 product launches in the timepiece category capturing a rise of 67% since American debut. Press included Departures, Town & Country, Vogue, Elle, Details, Good Morning America, Cargo, Boston Herald, Cigar Aficionado, Travel + Leisure, W magazine, WWD, National Jeweler, HR Watches, Insync, Forbes FYI, Hamptons, IW-Stylus, Chronos, Elite Traveler, Veranda, Shelters to name a few.