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March 25, 2011updated Feb 26, 2013

Sascha Moeri

By Chris Boyle

Sascha Moeri

Global CEOCarl F. Bucherer

Well-rounded watch industry veteran Sascha Moeri was named Global CEO of Carl F. Bucherer last November following successful stints in top positions across management, marketing, product development and sales at Milus and Michel Jordi, starting with experience in finance at the Swatch Group. On the eve of Basel’s Watch and Jewelry Fair Elite Traveler Editor-in-Chief caught up with Moeri to find out what he is planning in his new role.

ET: What attracted you to Carl F. Bucherer?

Sascha Moeri: First of all it’s the personality and values held by Mr. Bucherer. I share those same values and want to help bring the brand to the next level.

ET: What separates Carl F. Bucherer from the literally hundreds of other watch companies exhibiting here in Basel?

Sascha Moeri: We are 100 percent family owned. This means Mr. Bucherer has a long-term view, so it’s not about your results for the next three months. That has given the company the ability to invest and become a leader in the technical aspects of watch making, including our movements. Because of our heritage as a jeweler, since 1888 we have worked with diamonds and gems, we know how to relate these to watches. Most importantly, this is not one of those companies that zigzags with the trends of the day. We have a well-defined path that we follow.

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ET: Can you give an example of the Carl F. Bucherer DNA?

Sascha Moeri: After 10 years (of expanding watch sales internationally) we have not changed a single distributor. There is a mutual respect, and the job gets done, so why make a change if something is working? As you know, that is not always the case in this business.

ET: How’s business?

Sascha Moeri: This is shaping up to be the best year ever, in terms of revenue, and our goal is to have it a record year in profit as well. There are of course risks in Japan and the Middle East, however this will be an amazing year for everyone.

ET: Do you have expansion plans?

Sascha Moeri: We already have boutiques in Beijing, Macau, Taipei and Bangkok, and we will open in Ginza in Tokyo this year. We recently opened a boutique with Rolex in Zurich Airport, which I think in and of itself makes a strong statement.

ET: Any other thoughts?

Sascha Moeri: Obviously Asia is a key market, but I am also very, very bullish on the United States. I went to school in the United States, and I admire the American personality. Americans have amazing vitality, energy, drive and they always come back, so I want to really underscore our commitment to the United States, as it will remain an important and growing market for us.

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