Bucherer says it is going to use its Bucherer BLUE collection of special edition watches as a breeding ground for innovation and headline grabbing collaborations.
Bucherer BLUE watches are produced specially for the Swiss retail giant, and are on sale exclusively at its own stores, including the recently reopened Time Machine in New York.
The latest collaboration is with Jacob & Co. and Sotheby’s for a unique watch, the Astronomia Tourbillon Bucherer BLUE, which spent two weeks in space aboard AX-1, a four person mission launched in April to the International Space Station.
Crew member Eytan Stibbe, an impact investor and philanthropist, was on board carrying the Jacob & Co. Astronomia Tourbillon Bucherer BLUE.
Now back on earth, the watch is going on a public exhibition tour in New York City, first stopping at the Bucherer 1888 TimeMachine from July 11 – 17.
From there, moving to exhibition at Sotheby’s New York galleries from July 21-2S, before heading to the auction block in a single-lot dedicated live auction on July 26.
That auction will raise money for charity. Details are yet to be finalized.
“Bucherer BLUE is our platform for bringing to life daring projects with innovative partners. Together we strive to create the extraordinary and celebrate drive and curiosity of our NextGen customers,” says Patrick Graf, Chief Commercial Officer of Bucherer.
“Jacob & Co.’s exceptional timepieces, imaginative power, and can-do attitude makes possible what seemed impossible before. Powered by the internationally renowned Sotheby’s, this collaboration brings the Bucherer BLUE philosophy to a whole new level and we are incredibly excited that the Astronomia Bucherer BLUE went up to space, pushing boundaries beyond the expected.”
