Carl F. Bucherer invests in workshop, designers, and watchmakers to create personalised timepieces


Carl F. Bucherer has established what it has called its CFB Mastery Lab, which will personalize watches in designs dreamed up by its customers.

The Mastery Lab has its own workshop, designers, and watchmakers.

It promises to work with customers’ individual requests in a way never before seen at the Swiss watchmaker.

The process starts, from a customer perspective, with a new app where they can make almost limitless changes to a range of Carl F. Bucherer watches.

Carl f. Bucherer carl f. Bucherer individualization application


“Today’s customers enjoy living out their fantasies in everything from online avatars to creating a unique color for their new car or adding stitched monograms to its seats, and also when it comes to luxury goods,” says Uwe Liebminger, CFB’s CMO.

“As a consequence, they cultivate a more emotional connection to possessions when they can put their own stamp on them.”

Carl f. Bucherer carl f. Bucherer watch components for our in house movement cfb mr3000 minute repeater 11Carl f. Bucherer carl f. Bucherer watch components for our in house movement cfb mr3000 minute repeater 5

CFB Mastery Lab consolidates and turbo-charges existing personalization services into a single business unit. “Having been quietly accommodating more and more special requests, we realized that a one-of-a-kind individualization experience would give customers what they expect from a contemporary watch manufacturer and cement our reputation for inventiveness and ingenuity,” Mr Liebminger explains.

Rather than offering only pre-conceived, pre-costed options, the lab promises to accommodate the most extraordinary creative wishes in terms of design, materials, and functionality.

It will even undertake research and development, in concert with the customer, to incorporate their most unusual wishes, even if it takes several months or more.

The new offer was showcased to customers during an international roadshow that has already travelled from the brand’s home in Lucerne to Geneva and Zurich in Switzerland, then to Munich, London, New York, Paris, and Costa Mesa, California.

Carl F. Bucherer says that the CFB Mastery Lab is the first of a number of important strategic announcements from the company that are collectively taking the brand on an exciting new path.

More information on further initiatives will be released in early 2023.

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