Task: Design

Since 1888, Bucherer has been associated with Swiss watches. Today, it is the main Rolex dealer in Switzerland as well as selling its own line of watches. We were invited to pitch to create a new concept for its St. Moritz store.

To reflect the Classic-Contemporary dynamic of the brand, our design study included  a subtle solution to a problem many older brands face: How to build on heritage yet move with the times. We suggested taking the wood that gave the company its name (buche) and treating it in two different but complementary ways: one modern, one classical. It’s another example of how our ‘Second View’ approach to design can help tackle often complex commercial dilemmas.