Zach Brass
As reported earlier today by Swiss news outlet Birantz, Rolex appears to have stopped it with Carl F. Butcher (watchmaking brand, not the arm of Bucolor retailers), Neither Butcher confirmed such a decision. The rumoured plug pull comes 18 months after Rolex acquired Bucherer in August 2023, and could affect around 100 employees associated with CFB watchmaking. With Carl F. Bucherer reportedly unprofitable for a long time, it makes sense for Rolex to put an end to what Bilanz described as “the expensive hobby of Jörg Bucherer.” But I personally see solutions that benefit both Rolex and possibly CFB legacy.
A step back, Karl F. Butcher was founded in 1888 by Karl Friedrich Butcher, and in most cases he has been making continuous watches since its inception to the present. That being said, this brand has never built an aura or reputation that the masses or mainstream markets assign meaningful value to the brand. At least not outside of Switzerland.
However, seeing Birantz report that he “generated sales of Friday Friday from Friday Friday Friday,” he said, “As you can hear, the brand was the second strongest. There was even a year. The brand behind Rolex in Bucherer Stores. That said, Virantz, even in its modern good times, never made a profit, and it’s Butcher The fact that the second bestseller behind Rolex in the place “beakers are said to have often come from the fact that they have brands in the past. We sold it in a package with the hotly sought-after model of Rolex. “Who knew that the road to Daytona was to buy a CFB?
Looking at Carl F. Bucherer’s recent watchmaking efforts, I argue that it’s not a poor design or specification to blame for shaking the success of the brand. I can understand Jorg Butcher’s desire to keep the brand of the same name alive in his family, and it lives on as the only deterrent he was in charge. . Unfortunately, the name ultimately needs to mean something, not just for its manufacturer, but for the market. It could be a dynamic similar to singer Robby Williams being massive in the UK but little known in the US. It’s not because I tried it. Carl F. Butcher has partnered with Keene Reeves and John Wick’s film franchise to bring to the James Bond moment.
However, Rolex is one of the world’s largest brand names and surpasses the world of watchmaking. And then my suggestion for Rolex begins…
As mentioned above, the shame of the possibility of the Carl F. Bucherer brand closure is that it is moving towards raising the game and location of the watch market. In 2007, CFB acquired Horlogères Aptiquées (THA), a complex and movement manufacturer founded by renowned watchmakers Vianny Halter, François-Paul Journe and Denis Flageollet. I did. Then, in 2008, CFB announced its first in-house campaign. This is the 55-hour automatic A1000 rotor movement, especially the first continuous peripheral rotor movement ever. In 2016, the Next Generation debuted with the CFB A2000 and CFBT3000 double peripheral rotor tourbillon movement. The heritage collection was then born in 2019. This leveraged the brand’s archives and walked Carl F. Bucherer into the revival trends of popular heritage.
In my opinion, looking at the recent Carl F. Bucherer Heritage Worldtimer, it’s a handsome watch and the design caught Hodinkee’s eye, so I decided to create a limited edition Hodinkee x Carl F. Bucherer Heritage Worldtimer. (later, followed by a unique configuration of the limited edition of TimeForArt). As my colleague Borna wrote in his introduction, “It backs up itself with a well-designed case, a handsome dial and a unique movement that ended up being a satisfying standard. Masu.”
So we have established that the spirit of design and movement is in fact solid from the CFB. It is primarily the lack of brand power that Carl F. Butcher’s name possesses. So my suggestion is that, not only do we throw the steps CFB has made into the trash can, but instead Rolex should try to integrate CFB’s work into its own model. We’ve said that a million times. Rolex’s new 1908 collection is a ripe canvas for further complications. I have not reduced or underestimated the Rolex watchmaking capabilities, but if they also acquired the Bucherer acquisition, it could be that Rolex remains on the table in that it would cause complications to designs like 1908. There are so many sexes. Hand, anyone who says to Rolex, the world’s most successful and beloved watch brand, is beyond nuts in what to do. For a long time they have cracked the codes and algorithms of how to become a successful watchmaker. So we understand why such risks are not attractive to Rolex. But… ah… looking at nerds to see nerds… you’re picking up what I’m putting, right?
