Last week during a glamorous event in Zurich, the Bucherer multi-brand watch and jewelry retail chain presented a new series of blue timepieces that have been designed solely for their stores.

Audemars Piguet, Carl F. Bucherer, Chopard, H. Moser & Cie., IWC, Jaeger-LeCoutre, Longines, Panerai and Piaget have all crafted special blue timepieces for the Bucherer boutiques, offering something unique and exciting for Bucherer’s clientele. The models are not limited in numbers, nor is the concept, as more of Bucherer’s watch partners are planning to participate in the project in the future.

This is the first time Bucherer has presented a series of exclusive timepieces together like this. With more and more multi-brand and mono-brand watch stores on the high street, companies like Bucherer need to look for ways to differentiate themselves from the competition, as Bucherer’s Director of the Watches Division, Patrick Graf explains: “As a multi-brand retailer we have to challenge the status quo and find a point of difference for today and the future…We need to become more innovative and creative. This new series of watches is a great way of showing that Bucherer has really strong, longstanding partnerships with many of the Swiss luxury brands and that we have the power to create such campaigns, which is not the case for everyone.”

Special editions are becoming more and more popular as customers from mature markets, like Western Europe, are looking for something different from their peers.  “People are looking for a product which isn’t mainstream, something that not everyone has access to, so they can express themselves in a different way,” explains Graf. “I think more and more people are getting fed up with luxury products that every other person has. This is a problem that the luxury industry has to face and realize, so we thought that as we do a lot of business in mature markets, where people have high expectations about service, but also about special and unique products, there was a great opportunity to do a Bucherer exclusive series.”

Prices start at 2,250 CHF for a Bucherer Blue Edition Longines with an elegant engraved dial, and go up to 28,000 CHF for an Audemars Piguet Royal Oak in rose gold and steel with a blue tapisserie dial. There are nine men’s timepieces, but also three models for ladies looking for something unique too.

Even before the official presentation of the collection, orders for pieces had already started coming in as word of the new Bucherer Blue Editions got out. Before any watches had even been shown, 170 orders had already been taken for the Audemars Piguet alone, proof that Bucherer’s blue series is going to be a red-hot collection for the retailer and its clients.