Cover Lucerne’s first store in Ali Mall, then called Goldline Emporium
Lucerne’s first store in Ali Mall, then called Goldline Emporium
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After 40 years of offering the best timepieces in the world, Lucerne looks back on its storied past and focuses on its path to the future
Patek Philippe, Rolex and Breguet—are just a few of the names that have stirred excitement in the hearts of watch fanciers and connoisseurs for decades. Thanks to Lucerne, the country’s premier purveyor of exquisite timepieces, Filipino collectors have picked from the world’s finest for the better of 40 years. As the company celebrates its milestone 40th year, we look back at a journey to success characterised by passion, determination and the drive to stand out from the rest.
In the late Seventies and early Eighties, Japanese quartz watches were in high demand as these were seen as a more practical and stylish alternative to the Swiss-made timepieces that dominated the market for years. Indeed, many experts believed at the time that Swiss watches were set to become obsolete.
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But entrepreneur Yao E Chu disagreed. Himself a connoisseur of Swiss timepieces, he opened the Goldline Emporium at Quezon City’s Ali Mall shopping centre to offer clients an excellent selection of European watches to suit their discerning tastes. “We embarked on a path no one wanted to take,” recalls Lucerne managing director Emerson Yao, one of the founder’s sons. “At the time, which meant carrying what was intended only for a niche market: Swiss luxury brands”
It was the company’s way of differentiating itself from all the other players in a booming and quickly oversaturated market, one that was seen as a risky move. But underdogs have a way of making their way to the top, and such was the case for the business, which, eventually, changed its name to Lucerne to reflect the provenance of its stock in trade.
Related: What Should You Know About Collecting Vintage Watches? Paolo Martel of Vintage Grail Shares Advice
Above Hublot Big Bang Unico Yellow Gold
Hublot Big Bang Unico Yellow Gold
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Yao E Chu passed away in 1988, six years after he established the company, but his sons Emerson and Ivan were determined to keep his dream alive. Leveraging their father’s passion and their own, the brothers moved the business forward even if they needed to compete with larger chain stores specialising in fine watches and jewellery.“We had to compete [with them],” Emerson says of this point in Lucerne’s history. “Back then, it seemed insurmountable. But hard work, focus and innovation have brought us to where we are today."
The Yaos opted to deal in upscale timepieces, fine examples of expert craftsmanship and had a unique heritage going back decades or even centuries. It prompted them to fly to Switzerland to make themselves known to the great ateliers and persuade them to let Lucerne bring their products to the Philippine market. It took time, but it certainly paid off. The brothers cemented a partnership with leading Swiss chronograph maker Breitling in 1992. They moved their base of operations to Makati, which, even today, is the beating heart of the Philippine luxury retail scene. The addition of Patek Philippe, one of the world’s oldest family-run watch manufacturers, to its roster of brands in 1998 firmly established Lucerne into its current position as other leading Swiss watchmakers followed suit by naming them their exclusive distributor in the country.
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Today, Lucerne carries eight of Switzerland’s top ten watch brands and works with several leading watchmakers from across the globe. Forty years on, Lucerne has undoubtedly grown beyond its original shop at Ali Mall. The company currently has five showrooms, including L’Atelier Lucerne at Shangri-La at the Fort and outlets at Shangri-La Plaza in Ortigas, Makati’s Glorietta 4, Solaire Resort and Casino and Okada Manila.
See also: How To Pick The Perfect Watch For You, Based On Your Personality
Above Lucerne’s first store in Ali Mall, then called Goldline Emporium
Lucerne’s first store in Ali Mall, then called Goldline Emporium
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It has also opened single-brand boutiques for several brands, including Rolex and Patek Philippe, IWC, Omega, Panerai, Jaeger-LeCoultre and Hublot. Likewise, the company offers brands like Chronos, LeTemps, and Wristpod to draw a broader share of the watch-wearing public.
Lucerne’s range of product offerings has also expanded over the years and now includes a choice selection of brands to suit different aspects of luxury living. Leica cameras and lenses have brought in professional photographers and hobbyists, while EuroCave wine storage solutions appeal to local oenophiles. Germany’s Steinway & Sons for grand pianos, Baccarat for impeccably crafted crystal and porcelain atelier Villeroy & Boch are a few lifestyle brands distributed under the Lucerne Group.
Also read: Actor Ji Sung Takes a Tour of Breitling’s Biggest Boutique in Seoul
It would be easy to assume that Lucerne would happily rest on its laurels with such a list of brands under its belt. But Emerson believes otherwise; indeed, his vision for the future involves brand fortification, product diversification and physical expansion.
“We plan to strengthen the existing brands we carry by expanding and improving the presentation either through larger stores or better locations,” he explains. “We are also evolving together with the global retail watch trends. The next generation is also joining the company and will be more involved with the diversification to non-watch categories”.
“We had to compete [with them]... back then, it seemed insurmountable. But hard work, focus and innovation have brought us to where we are today”
Moving Beyond Retail
While Lucerne is best known as a luxury retailer, it has gone beyond merely selling products and teaching clients how to appreciate the timepieces they have purchased. Indeed, it would be safe to say that Emerson and Ivan have been at the forefront of watch appreciation culture in the country.
In 1998, they started publishing an eponymously titled watch magazine for timepiece aficionados. This was followed up using L’Atelier Lucerne as a venue for appreciation workshops, talks by leading experts in watchmaking and chronography, and events where clients could meet those with shared interests. While passion, dedication and perseverance have been the core values that have governed Lucerne from the beginning, innovation is another tenet that has driven its success.“One factor that worked in our favour is the advent of the internet,” Emerson says. “This innovation allowed the manufacturers to establish their regional offices and reach out directly to the retailers, cutting out the middleman. [It has certainly given us] free, quick and direct access to all the brands.”
As previously stated, Lucerne is not a company that rests on its accomplishments. This year, it is set to open new flagship stores for Patek Philippe and Vacheron Constantin. Keen eyes have also noted that the largest Rolex store in the country is getting ready to open its doors at the revitalised Ayala Triangle. Forty years on, Lucerne has grown into more than just another importer of luxury watches but a true leader in luxury retail and elegant living.
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