Carl F. Bucherer Selects Workhouse Publicity One of Switzerland’s Most Prestigious Watch Manufacturers Selects Workhouse Publicity as Agency of Record for U.S Positioning

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Workhouse Publicity selected by Carl F. Bucherer, one of SwitzerlandÂ?s most prestigious watch manufacturers, as the agency of record for U.S marketing & branding, special events and domestic publicity.

Workhouse Publicity, one of New York’s leading Public Relations and creative communications agency announced today that it has been selected by Carl F. Bucherer, one of Switzerland’s most prestigious watch manufacturers as the agency of record for U.S marketing & branding, special events and domestic publicity.

Workhouse Publicity will implement domestic communications strategy and drive support programs to develop core business, visibility and awareness within the luxury watch sectors. The agency will be responsible for the 2004 launch of Carl F. Bucherer within the North American market and develop an integrated promotional strategy that synchronizes communication efforts nationally. Activities will include domestic media relations and event management support, working closely with Carl F. Bucherer marketing to increase the overall value. As part of a larger company initiative, Workhouse will develop creative brand messaging across all media channels to ensure consistency. The assignment is effective immediately.

Carl F. Bucherer watch collection is a stellar example of a contemporary interpretation of classic traditional design. Currently distributed in Asia, Europe, Russia and the Middle East, North America will now join these markets to compliment this truly global brand. The marketing, philosophy, vision and tradition of this independent luxury brand from Switzerland, the last one, will continue to reflect the original thinking of its founder, Carl F. Bucherer – “a watch for those who go their own way”. The official launch will take place in Switzerland at this year’s Baselworld from 15 April –22 April, 2004. The Carl F. Bucherer watch company of Lucerne Switzerland is an independent entity of the Bucherer Group, established in 1888.

Leaving the beaten track, blazing your own trail to ultimately shape your own destiny is what the Carl F. Bucherer philosophy is all about. Carl Friedrich Bucherer presented his first watch collection in 1919 and began a watchmaking heritage which continues to this day. Renowned for their meticulous attention to detail, uncompromising quality, high technological, aesthetic standards and distinctive designs, Carl F. Bucherer maintains a rich history and it is through these values that we are reminded that the good life is in reach. Richly imagined, the Carl F. Bucherer name is synonymous with an indelible portrait of confidence. It lives with those who take charge of their lives; independent people who trust their own instincts and enjoy every moment. With these strengths and values derived from the very fabric of the family business which has been handed down over three generations, Carl F. Bucherer remains the only genuine watch brand from the heart of Switzerland. With traditional designs that look toward the future, Carl F. Bucherer consistently provides the best Swiss movements which are both technically refined and authentic.

Carl F. Bucherer North America (with selected Canadian and Caribbean territories) is a joint venture between Carl Friedrich Bucherer’s grandson Jörg Bucherer, third generation owner of the Bucherer Group, Thomas Morf, CEO, Carl F. Bucherer International and the U.S partners listed within. The Carl F. Bucherer North American team includes President/CEO Ron Stoll who has been a watchmaker for twenty-five years and has owned and operated a prominent watch service business for twenty-three years. The team also includes Managing Partner, Marketing & Sales Michael Fankhauser who brings luxury goods and watch industry marketing expertise to this important aspect of distributorship and John T. Wenzel, Managing Partner, Operations. Mr. Wenzel is a stonecutter and has twenty-eight years experience in the retail/wholesale watch and jewelry industry. The joint venture has been carefully planned and will maximize the unique blend of skill sets that these gentlemen offer.

"This entrance into the US market, the leading consumer market, is a major step in closing the gap of our international network. I am convinced that the Carl F. Bucherer watch brand is ideal for the U.S. consumer who reflect our brand philosophy of freedom, individuality and confidence. We are also pleased to enter into this unique partnership with Workhouse Publicity whose creative team is renowned for innovative luxury brand campaigns and positioning.", said Thomas Morf, CEO, Carl F. Bucherer International.

"On behalf of the Managing Partners and myself, we are pleased to introduce the Carl F. Bucherer watch collection to the US market. The company's philosophy has always been "to go your own way" which is why we have embarked on this very special relationship with Workhouse Publicity.?This philosophy is also reflected in the modern classic styles which possess traditional design elements and embrace the American spirit of individual expression.", said Ron Stoll, President/CEO, Carl F. Bucherer North America.

Adam Nelson, CEO of Workhouse Publicity stated," This is truly a great opportunity to elevate one of Switzerland’s most prestigious watch manufacturers. As Carl F. Bucherer enthusiasts, we are absolutely thrilled to work with this elegant and creative brand. As a testament to our company’s creative approach, we will leverage promotional benefits and take Carl F. Bucherer beyond their well-established luxury position.”

We cordially invite you to contact Workhouse Publicity, CEO Adam Nelson directly at 212. 334. 8006 for an exclusive preview of the Carl F. Bucherer collection or to schedule an interview with the Carl F. Bucherer North American principles. For images of Carl F. Bucherer principles President/CEO North America, Ron Stoll and Carl F. Bucherer, CEO Thomas Morf please visit http://www.workhousepr.com/CFB.

CARL F. BUCHERER

Carl Friedrich Bucherer was a pioneer, an exceptional man and a passionate entrepreneur. In 1888, a time of worldwide upheaval, he opened his first watch and jewelry shop in Lucerne. In 1919, he took the plunge and created his first watch collection. This was an instant success and laid the foundations for a brand that is renowned to this day for its inimitable style and individuality, and one that has to this day remained a healthy and independent family business. Around the turn of the last century, the Belle Époque arrived in Switzerland and Lucerne. The city boomed and prosperity increased. People were filled with a new zest for life; were optimistic and had faith in the future. And among them was Carl F. Bucherer, welcoming people from all over the world into his shop. Their diversity and the openness of the city strongly influenced his life and his work and the name of Carl F. Bucherer has since become synonymous with the city of Lucerne. The only producer of watches in the heart of Switzerland has developed into something truly special. Since then, all Carl F. Bucherer watches have had something in common - the passion, enthusiasm and meticulous attention to detail which go into every single watch made. The never-ending pursuit of perfection has never been abandoned. Today, the company is owned by Jörg G. Bucherer, the grandson of Carl Friedrich, and like his forebears, he attaches great importance to independence, continuity, energy and freedom. And in doing so, he creates distinctive watches which reflect and convey these values. In the true tradition of our founder, we make no compromise when it comes to the highest quality and the love of detail. To ensure that the only watch from the heart of Switzerland will remain unique in the future, too. For more information please visit http://www.carl-f-bucherer.com.

WORKHOUSE PUBLICITY

Instituted in 1996, Workhouse Publicity has become one of the finest boutique agencies of its kind having produced over one hundred domestic and international publicity campaigns. The new definition of a full-service promotional firm, Workhouse specializes in the coordination of corporate and celebrity publicity, total design, luxury marketing and special events. Recent accomplishments include launch events at Versace, Harry Winston, Van Cleef & Arpels, Gracie Mansion, Harlem’s legendary Apollo Theater, Carnegie Hall. Client campaigns include Dolce & Gabanna’s Hollywood at Bergdorf Goodman with Jennifer Lopez, Gucci’s so8o’s boutique launch, Francis Ford Coppola’s Festa Macaroni, Interview Magazine’s 30th Anniversary, Virgin Megastore's Grand Opening and Galleries Lafayette’s 20th Anniversary in France as well as New York and Los Angeles productions of the 24 Hour Plays to benefit the NY State WTC Relief Fund with Philip Seymour Hoffman, Rosie Perez, Benjamin Bratt, Billy Crudup, Mary-Louise Parker, Julianne Moore, Marisa Tomei, Christina Applegate, John Ritter and more. Worldwide client campaigns have included promotional initiatives for Sean "P. Diddy" Combs, Tim Burton, Debbie Harry, David LaChapelle and Lennox Lewis. Workhouse Publicity is a one-stop agency accommodating all aspects of publicity, design and promotion for the creation of marketing, advertising and special events located at 32 Thompson Street, Ground Floor NYC 10013. For more information please visit http://www.workhousepr.com.

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Devon Mack