Blue Sky Thinking: Bucherer Launches Pop-Up in Zurich Airport
Swiss watch retail giant Bucherer 1888 has revealed last week the latest in its ever-successful line of exclusive special edition collaborations, the Bucherer Blue Editions. Working together with Roger Dubuis, it has created two new watches and a custom-designed Lamborghini Aventador S, in honour of the carmaker?s partnership with Roger Dubuis.
The Lucerne-based watch and jewellery retailer launched the watches at a retail-ready pop-up in Zurich Airport, showcasing all of the sought-after models within Bucherer Blue Editions to date. It showed just how far the Blue Editions concept has come in just under three years, and serves to display how the Blue Editions programme can expand beyond watches to include special bespoke vehicles, such as a custom, diamond-set Harley Davidson motorcycle, which sold for over £1m when it went on sale earlier this year. QP visited the retail-ready pop-up, which runs from December 7th to January 6th, to discover the new watches and find out more about the brand?s future plans for Bucherer Blue Editions.
?We started in 2016 with nine brands and 14 watches,? explains Bucherer?s Chief Commercial Officer, Patrick Graf. ?We launched all of those at the same time in Switzerland and it was a huge success. The initial idea came because we were looking for something to help us differentiate ourselves from other retailers and, because of our size, we needed it to be something bigger than one or two exclusive watches, which we?d already done in the p...
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