There are many watch retailers in this watch. Beyer has been around since eight generations which probably makes it the oldest watch retailer in the world.
Few can match the history and brand of Beyer in Zurich.
The store on the famous Bahnhofstrasse in Zurich is now in the hands of R Beyer – who took it over from his father – the legendary Theodore Beyer.
Beyer has an important place in the watch world for many reasons. First the family is strongly linked to many famous names in the watch-making world.
This is the good fortune of being around for a long time- you can cultivate personal relationships. The Sterns of Patek Philippe are close friends but so are the Schneiders (Breitling) the Scheufeles (Chopard). The founder of Rolex, Hans Wilsdorf also happened to be a friend of the Beyers.
It is thus no surprise that for vintage watch collectors the word Beyer can often be found on the dials of the most beautiful and valuable wristwatches in the world, that of the Patek 2499 or one of the first Rolex oysters.
In the vintage world there were many famous retailers: Gobbi in Milano, Serpico Y Laino (Venezuela), but none have been around longer than Beyer.
We sat down with Beyer to discuss the brand, the relationships, the watch market, the Chinese and the museum (yes Beyer has one of the best watch museums in the world – located underneath the store- we have written about it here).
LME: You are the eight-generation to head the family watch store. What is your secret to lasting so long? Luck or hard work or maybe both?
Beyer: Only luck, of course! No, I am joking. What sets us apart is an unparalleled portfolio of timepieces and jewelry, and world-class service. With each encounter, customers recognize that we are honest and they can trust us. I tell customers when I think a watch or piece of jewelry does not look good on them. We do not push products, we want our customers to be happy in the long run. Some of these customer relationships turned over the years and even over generations into friendships.
You are originally trained as a watchmaker. Please tell us more.
Beyer: watchmaking runs through our family blood. Unthinkable being in charge of Beyer and not being a trained watchmaker! I attended the Technikum at La Chaux-de-Fonds, Switzerland’s famous watch making school.
Your father probably taught you everything you need to know. He was a legend. Did he give you all the necessary skills?
Beyer: We discussed business every night at the dinner table, and I loved every minute of it. So, I learnt a lot by growing up and just listening. But my father insisted, that I attend a commercial high school. So I did at the age of 15 the high business school of Neuchâtel before going for the watchmaking apprentice. My father believed: “Anyone who wants to lead our business into the future needs these two backgrounds.”
Apparently he (your father) was so well known at the watch auctions that in the end he could not be seen bidding as everyone else was then copying him. Is that true?
Beyer: There are many stories about him at auctions. If I would tell you all the secrets it would be at my disadvantage in the future. It is true that he was very well respected by everyone at auctions.
Lets talk about the watch market today. Will the change in China gift giving affect the Swiss watch industry?
Beyer: Well, the world economy in general is not doing so well at this very moment, but it does look like it will change in the near future, as there is an ever growing demand for luxury items. Approximately a third of Beyer customers are from China, so it is clear that the change in China gift giving policy affects us. But we have a cautious optimism, Beyer is the world’s oldest family business and well prepared to last for the next decades!
What brands are selling the best in your store right now?
Beyer: Our main brands: Patek Philippe and Rolex. Both are world-class brands and have been the best sellers for many, many years and will continue to be so.
What are you personal favorite brands?
Beyer: Do you ask me really which one of my children I like most…?! No way I will answer that.
Your family is known to have a close relationship with the sterns since the 1930s. Tell us more.
Beyer: The relationship started even earlier. Around 1880 Karoline Beyer sent her son, Adelrich to train as an apprentice at Patek Philippe in Geneva. This planted the seeds of a strong partnership that still exists today. In turn, the present-day CEO of Patek Philippe, Thierry Stern, spent some time at Beyer to gain some practical experience.
This all lead to our Patek-Philippe-Boutique in 2011, the only one existing in Zurich and Switzerland so far.
Is relationships key in the watch business? You are also known to be quite close to the Chopard (Scheufele) and the Breitling family (Schneider).
Beyer: Let me say it this way: There is a difference if you speak to Thierry Stern or to one of the CEO’s of the Richemont brands. People like Thierry or Karl Friedrich Scheufele have the DNA of their brands in their blood, like I have the Beyer-DNA in my blood. So, we understand each other on a very personal level. Does that answer your question?
You are in charge of also the Patek Philippe store next to yours. Has it met your expectations?
Beyer: Yes, indeed. We are very proud to running the only Patek Philippe Boutique in Switzerland.
Has the Internet changed the business of watch retailing? I assume clients are better informed than ever and know exactly where the best prices are.
Beyer: It has of course. But, and here comes the ‘but’: At Beyer we value service at his highest level. Sometimes that means explaining benefits and functionalities; sometimes a discussion about colour and shape, and sometimes it is just wrapping the box. It all boils down to having a very personal dialogue with the customer, such things are impossible over the Internet.
Few people know. But you have a world-class watch museum within your store. It is been said that it is among the 5 best watch Museums in the world. Your father was responsible for this success right?
Beyer: My father, Theodor René Beyer (7th generation, 1926-2002), has been described as the Indiana Jones of the watch industry. When an old Marine chronometer or a rare clock or pocket watch surfaced, even in some remote corner of the world, my father was off to claim the prize and its story, which he documented and shared with the industry.
His knowledge was legendary. Museums from all over the world invited him to estimate the value of their collections, but his greatest contribution to the industry and future generations was the creation of the Beyer Watch Museum in 1971 on the premises of our watch store. The museum hosts one of most important horological collections in the world and one of the top 10 attractions for tourists in Zurich for 50 years soon.
What are your favorite pieces in the museum?
Beyer: They are like children. If journalists ask me that question I always answer that I love them all.
You have expanded the vintage section in your store quite a lot recently. Why is the interest in vintage watches so strong?
Beyer: The longing for the good old times, maybe. I personally think that Vintage watches have passed the test of time and are a kind of backlash to the anonymous global mass production.
Although I love all watch brands – I have a special weakness for Rolex (vintage only). What is this brand so powerful?
Beyer: Rolex always remains faithful to their values – always and there is no exception. Rolex is a fascinating company, and in terms of technology an astronomical ten years ahead of the rest of the industry.
Has the new management at Rolex put its stamp on the brand yet?
Beyer: Rolex is probably the only brand in the watch industry that has not to do or change anything to its brand because they are always at least ten years ahead of their most important competitors.
What are your hobbies besides watches?
Beyer: Collecting (watch museum!) planes and trains, cooking and travelling, just to name a few.
Who will take over Beyer one day? As far I know you have no children.
Beyer: That is my biggest challenge. Every responsible business owner prepares for the future, especially when one cares about securing a future for his employees. Although I plan to work a lot longer, pinpointing my successor is still one of the most important things I have to accomplish.
Now I ask Mr. Beyer to answer the following questions spontaneously.
- To own a nice pocket watch or wristwatch? Pocket watch
- The apple watch – threat or opportunity? Opportunity!
- Food in Zurich or Geneva? Zurich
- To collect Rolex or Patek Philippe? Don’t you have an easier question…? 😉
