EPHJ-2020_La Newsletter du Salon_ANG

La Newsletter du Salon | January 2020
Guido Zumbühl,
CEO of the Bucherer Group
“The CPO market has enormous potential”
INTERVIEW
Why did Bucherer decide to
enter the certified pre-owned
(CPO) watch market?
Guido Zumbühl: In general, more and
more people are taking an interest in
beautiful watches, and vintage watches
with a history are gaining in popularity.
Demand is growing, and the market
has enormous potential. We’ve
been watching this market and its
development for some time and, as
watchmaking experts, we know that
many customers are wary about
purchasing second-hand watches.
With our CPO concept, we want
to create a brand-new showcase
for watch lovers and redefine
the way these timepieces are
bought and sold.
What opportunities do you see for
Bucherer in this area?
There are currently a number of players
in the market, mostly start-ups that rely
heavily on online sales. Most of them
have no outlets on the ground, whereas
Bucherer is present on all fronts, with
the ability to sell both online and in store.
These channels complement each other
extremely well. Online, customers have a
clear and comprehensive overview of what’s
available, but we believe that our in-store
offering is also a critical success factor as it
enables the would-be buyer to see a watch
up close and try it out for themselves. This
hands-on experience gives an emotional
dimension to the purchase of a luxury watch.
With over 130 years of history and market
presence, Bucherer truly embodies tradition
and sought-after values such as reliability.
Customers associate this with trust in
the company, and it is this trust that is so
important in the CPO market.
What does Bucherer promise its
customers, what are its USPs?
Bucherer’s entry into the Swiss, then
European, CPO market marks a new
milestone in the company’s 130-plus-year
history. Bucherer intends to revolutionise
this market and give second-hand watches
their rightful place in the luxury segment.
After all, the most coveted brands and
models retain, and even increase, their
allure over time. What can customers expect
from Bucherer? Proximity to the market, a
magnificent product range, excellent service
and top-class expertise. Our reputation
means that customers can rest safe in
the knowledge that each watch has been
authenticated by a certified watchmaker,
as well as being assured of a shopping
experience like no other.