Each person has his own approach to time. The Swiss have it accurate. And for those of them who are endowed with the ability to create clockworks, they are completely special. I met Carlo Burgmeier, head of the sales department of the Chronoswiss watch company in Dubai. And of course I started talking, because it’s interesting to know how the company, founded a little more than 25 years ago, became one of the leading manufacturers of precision mechanical Swiss watches. Moreover, many "experts" believe that the history of Chronoswiss has a couple of centuries.
Carlo, I cannot but note that I was intrigued by some facts of your biography. Please tell me why, after working with brands such as Cartier, Chopard and Faberge, decided to become part of the Chronoswiss team?
ABOUT! (laughs). Do you know about this? In fact, I am a professional watchmaker, and I was acquainted with Mr. Gerard R. Lang already when he was just starting his own business 26 years ago. This, in my opinion, was timely, because in the 1980s, the world was flooded with quartz watches. And when the contract ended with the last company, I started looking for work. For some reason I wanted to find my place in a company like Chronoswiss. You may ask why I did not work at Chronoswiss from the very beginning?
It's simple - at that time I had not yet become a watchmaker, so I was not ready for such a turn of my career. Over the years, I often met with Mr. Lang, and about a couple of years ago he asked me if I would like to join the Chronoswiss team. Then I said to myself: "Why not!". I was interested to try, and I made my choice.
What do you like most about Chronoswiss?
This is one of the few remaining Swiss watch companies, which is a family business, and the creation of which is a real master of watchmaking. This is a real watch manufactory, producing its products from "A" to "Z". Moreover, Chronoswiss is a recognized international and completely unique brand. What personally attracted me to Chronoswiss? Perhaps the opportunity to translate ideas. Maybe Chronoswiss is not such a well-known brand as many well-known Swiss watch manufacturers, but in this small company any idea has a chance to be realized. I also really like to work hand in hand with the owner of the company.
In large groups, you have to deal with managers, and if they change, then earlier decisions can change dramatically. And here I can calmly work for the good of the company and offer her all my knowledge and experience.
What was your influence on the latest Chronoswiss watch collections presented at this exhibition in Swiss Basel?
I think that I strongly influenced the new collections. Mr. Lang is a professional watchmaker focused on the classics. His watches always contain elements of historical pocket watches in their design. But I see the growing potential of Chronoswiss among new customers. Collectors know us very well, but what we really need is people who will wear Chronoswiss watches every day. And here we can talk not only about strict classic watches. In this segment of consumers, I see huge potential, which means that we need to create something for them. This is a watch for business people, and sports models, and watches, somewhat focused on the latest fashion trends, despite the fact that Chronoswiss is not a fashion brand.
Therefore, this year in Basel we presented two collections - one more or less classic, called Sirius, and the second - sports, with a new bezel and a different body size, more focused on modern fashion.
How would you describe the person who wears a Chronoswiss watch? His age, social status, habits?
I think our consumer is a middle-aged man. I deliberately do not outline any framework, since today a 25-year-old person can feel like an old man, and a 60-year-old person can feel young and full of energy. However, in addition to collectors who value our craftsmanship, quality and reasonable prices, our target market is people who would also be able to appreciate the quality of Chronoswiss watches.
Today, many talk about Asian markets and, in particular, about China. There, it seems to me, wealthy people prefer classic wrist watches of ordinary, not super-large sizes. We at Chronoswiss offer similar models that are becoming very popular in Southeast Asia.
This is paradoxical, but so many companies today have turned their eyes on China, at the same time, the largest number of counterfeit products of famous brands is made in the Middle Kingdom. You will not be personally embarrassed if you can buy a fake around the corner of the Chronoswiss boutique for only $ 100?
This is a very difficult situation, I agree with you. At the same time, I believe that copies and fakes are designed for a qualitatively different circle of customers. Our customers are not interested in fakes. For example, Russian customers only need unique quality, craftsmanship, design, name, for which they are willing to pay. A self-respecting buyer will immediately determine the level of quality that he personally deserves, and is unlikely to go buy a pirated copy.
In this case, what is your marketing strategy aimed at attracting the right customers?
We consider the potential of different markets. Of course, the countries of Southeast Asia, as rapidly developing markets, are of interest to us, but at the same time, we are not concentrating only on them. Among our target markets are the Middle East, Russia and its neighboring countries, America.
Are there any Russians among the collectors of your watches, and if so, what attracts them to Chronoswiss?
Yes, there are many Russian collectors among the fans of our watches. Above all, they value Chronoswiss for unsurpassed quality, craftsmanship and recognition. The second point is fair price.
Mr. Lang never overprices, they always correspond to what is inside, since Mr. Lang estimates each of our watches as applied to himself: "Here is the quality, here is the price that I would pay for it." This is a specific marketing tool, which in our case works great. It makes no sense for us to organize large-scale advertising campaigns that will probably be able to attract more money and make the brand more recognizable. We simply guarantee the value appreciated. Therefore, our production is about 5000 hours per year and only 45 employees. Agree, a little, when compared with the leaders of the Swiss watch industry, but this is Chronoswiss.
Carlo, as a person with a specialized watch education, have you ever wanted to create your own watch model?
Fair? Not yet. Around so many beautiful and unique watches and mechanisms! I see no reason to compete with those who can do something better than me. It seems to me that I can learn more for myself and give others, working for the company Chronoswiss, which produces only mechanical men's watches.
But what about the weaker sex? Is there any hope for the appearance of women's collections of Chronoswiss watches?
I think next year we will launch the first women's collection. We were rather weak in the segment of women's watches, since it is very difficult to create an accurate clock mechanism that would fit in a small case. But we are already working on it. Although, women's watches will occupy a small part in our production.
And thanks for that. Until next time, Carlo. I wish you and Chronoswiss new successes.
