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CHF 4,713
pledged of CHF 50,000pledged of CHF 50,000 goal
8
backers
Funding Canceled
Funding for this project was canceled by the project creator on Apr 6 2016
CHF 4,713
pledged of CHF 50,000pledged of CHF 50,000 goal
8
backers
Funding Canceled
Funding for this project was canceled by the project creator on Apr 6 2016

About

What is our core functionality?

We bring the best the Swiss watchmaking industry has to offer at the fingertip of every watch aficionado. By using our configurator it has become easy to design your bespoke chronograph within about 15 minutes. The customizing possibilities are a world's first. The quality is about the finest one can find. 100% Swiss Made.

Finest watchmaking connects to your individuality
Finest watchmaking connects to your individuality

The 'grail' of idividual luxury are unique items of extraordinary quality and beauty that are tailor made to a very personal dream. Such items will never become inexpensive. With our concept however we want to offer aficionados of fine watches a much more accessible way to fulfill their dream.

You can select out of 27 dial colors, hands, index markers, bezel engravings or even chose precious stones on the bezel. You can even chose between a quartz movement and a automatic movement with a white or black date dial. An option you find no where else in the world of bespoke chronographs.

Given we are fluent in English, German & French we could fascinate the best producers of watch components to work with us. These companies are highly specialized and produce also components for the worlds most prestigious brands in a price range above US$ 100'000.- per watch. Our price level will be between 5'000.- and 10'000.- for a unique and individual chronograph. For limited series the price will be about US$ 2'500.- lower than for the bespoke version. 

If a chronograph will be ordered we start the assembly of the dial, put the fluorescent mass on the hands and minute markers and produce the bracelet that fits the clients wrist size. After two weeks the parts will be ready for assembly. After the assembly an accuracy test and a water resistant test will be performed. If everything is ok, the warranty booklet is filled out and signed off by hand. 

Hand signed Warranty-Booklet
Hand signed Warranty-Booklet

The original test protocols are glued into the booklet so the watch aficionado can see exactly how his personal chronograph performed before delivery. Our chronographs are adjusted to be more precise than what is required by the renowend COSC standard.

What we accomplished so far:

The development of a bespoke chronograph concept is a venture that cost a lot and takes a lot of time. Over the last two years my husband designed the watch on a 3-D software called EVOLVE and organized production.

A high quality dial, customized to your individual taste would cost about US$ 2'000.- and more. We found a way to reduce this cost by about 70%.

Watch-part manufacturers are interested to produce large amounts of watch-parts. By now we produced some parts and prototypes and programed a watch configurator on the internet (www.bruggler.com). We also adapted our fine adjustable folding clasp to match our specific needs for rubber and leather straps. A very practical feature that allows you to adapt your bracelet size without using any tool.

Fine-adjustable folding clasp
Fine-adjustable folding clasp

Behind the fascinating concept of BRÜGGLER lies a family start-up with fresh values, unconventional ideas and a real passion for horology. I had the idea of a bespoke luxury chronograph when I was looking for something truly individual for my husband. Since about 2-3 years we are driving the project ahead. It led us into small and forgotten valleys of the Swiss Jura. A beautiful journey. 

We believe that the pursuit of individuality completes the owner’s personality, and we are certain that beautiful, unique things mirror these values. Thats why we did not want to add an other new chronograph to the immense offer that exists already, but want to set a new standard to make individual and unique watch dreams come true.

Our project is all about individuality, colors and materials. We manufactured dials parts in each color and tested our invented 'dial-sandwich' construction. We solved initial problems regarding the precision to bring these parts together with a precision of about 2 hundreds of a millimeter.

Front dials - ready for testing our 'sandwich' construction
Front dials - ready for testing our 'sandwich' construction

Without outside help of the best dial- and case-makers we could not have achieved this innovation.

Testing of our 'sandwich' dial assembly
Testing of our 'sandwich' dial assembly

As we wanted to make the chronograph especially ergonomic for women, we had to test if we can avoid screwed pushers while having a pressure of about 20 bar. We solved the challenge by using stronger springs that do not release the chronograph under this pressure. We also wanted that the folding clasp can be opened without the risk of braking your nail.

Engraved back with 'nail-friendly' pushers
Engraved back with 'nail-friendly' pushers

Matching colors

To match the 27 dial colors to the hand colors, bezel engravings, bracelet colors and the color of precious stones was a big challenge. Depending on the screen the colors also might look different than in real. Matching colors is not just about using the same color code for each part - it's art and science at the same time. The same color code looks different with a different underground and light.

Development of color matching bracelet
Development of color matching bracelet
For almost all the colors we found also a leather bracelet
For almost all the colors we found also a leather bracelet

We had also some technical challenges to solve. Your stop-hand was out of specification. It was not sufficiently well balanced and inert. Also our fine adjustable folding clasp didn't work with the rubber and leather bracelet. We had to redesign and change the entire mechanism. We also had to solve estetical issues around the steel bracelet that just didn't look good on the first link.

Design flaw on the first link
Design flaw on the first link

It might sound difficult to believe, but to develop a beautiful box with a watch tool and a hand signed warranty booklet was as well quite an effort.

Our luxury box with watch tool and warranty booklet
Our luxury box with watch tool and warranty booklet

Now we have produced our prototypes and solved all the technical issues around our chronograph. The DLC coating we use is one of the hardest in the world. The coating has a micro hardness of 5'300 Vickers. In comparison to PVD coated watches with 1'500 Vickers this is outstanding.

All above explains why we believe that our chronograph does classify in the ranks of the finest and most individual watches in the world.

Prototype with natural rubber bracelet
Prototype with natural rubber bracelet
Chronograph with diamond bezel
Chronograph with diamond bezel
 
What remains to be done?

We have to finance watchmaking tools that allow us to produce the parts in a large quantity. The costs of those tools are about US$ 170'000.-. We also have to pre manufacture a minimum amount of hands, dials, cases and bracelets to be able to deliver a chronograph within 6 weeks. The minimum serial production is also needed to bring costs down to an affordable level. 

The money is also needed to finish our web site and finish a short film about our production process. 

So far we financed everything ourself. We set up a company named TVRITIA AG (TVRICUM=Zurich, HELVETIA=Switzerland) with CHF 300'000.- share paid in capital to properly structure our future business. Without a positive financial track record of 3 years, the banks however do not want to finance us. We need intermediate financial help to get our chronographs into the stores and 'survive' this critical period. The very first 5 retailers in Switzerland are already under contract.

We have to set up and organize our distribution net work as quickly as possible. Especially in the US we would like to find distribution partners. We could also imagine to sell a minority stake in the company. Contact us if you have any interest or know somebody that might be interested in the distribution or participation under info@bruggler.com.

To become a well known brand that stands for individuality and quality is not easy. We are looking to find the right partners that are as passionate as we are to produce bespoke chronographs. We intend to work closely with retail shops. They have the knowledge to advise our clients and are able to measure the clients wrist size correctly. We also believe that their customer base and our social media marketing could be of mutual benefit. A retailer receives exclusivity in 'his' city in return for his help to make our brand known in his region.

The market shows an increasing base of customers that are looking for more individualized, unique products. In this regard we have a unique selling proposition. Our target client does not want to demonstrate his 'status quo' with a well known brand, but enjoys the discrete luxury of his own creation while beeing  passionate about quality.

Press:

VOGUE PARIS - BRÜGGLER
VOGUE PARIS - BRÜGGLER

Link to the VOGUE article (Paris):

http://www.vogue.fr/joaillerie/le-bijou-du-jour/diaporama/les-montres-chrono-sur-mesure-a-personnaliser-de-bruggler/21790#les-montres-chrono-sur-mesure-a-personnaliser-de-bruggler

MILLENARY POST - London
MILLENARY POST - London

Link to MILLENARY POST article (London):

http://themillenary.com/2015/06/16/made-to-measure-swiss-chronographs-bruggler/

HEBDO, Paris
HEBDO, Paris

Link to HEBDO article (Paris):

Link to https://www.hebdo.ch/hebdo/montres-passion/detail/sur-mesure-le-graal-de-la-personnalisation

FACES, Zürich
FACES, Zürich

Link to FACES (Zurich):

http://www.faces.ch/brueggler-uhren-unique-as-you-are/

Risks and challenges

Technical Risk:
We have produced about 50 chronograph's and tested them over the last 6 month in depth. Some issues where detected and solved. Today we believe that we have overcome the technical challenges and are ready to launch serial production. There are always new challenges that might rise, but we have an exellente team with an outstanding technical expertise in place to manage them.

Financial Risk:
The further financing of the project until we brake even remains a challange. The production of several functional prototypes took more time and costed more as initially expected. All the research, the design development, our internet site and all our prototypes have been financed by ourself. Fix costs are kept to a strikt minimum to have a maximum of time to succeed. We started to talk to banks and potential investors and are confident that we will find a partner on this level too. We already found a Swiss government linked association, that would back up 50% of an eventual bank loan.

The production of a custom made chronograph is very labor intensive and will have a positive impact on the employment side. More then 10 small and mid sized suppliers are involved on the production side.

Marketing & sales risk:
We jude it the biggest risk. No matter how stunning our product quality is or how unique the idea of a bespoke automatic chronograph below US$ 10'000.- might be, it's still the consumer who will make the final decision. The watch market is highly competitive. Given we have almost no fix costs we are able to reach our break even point already by selling about 100 chronographs per year. Having a distribution agreement in place with 5 retail partners we need to provide them now with some chronographs for display. With other potential retailers we are in contact. Based on this we do believe that we will be able to reach this number within the next 18 month to come.

Market testing: During the watch fairs in Munich, Paris and London we introduced and tested on how potential clients judge our service, the chronograph itself and the price level. We where overwhelmed. The very positive feedback and the fact that we could sell our first chronogaphs without any advertisement makes us confident that we will overcome this challenge within the foreseen time.
The Kickstarter project has the objective to help assuring we can sustain the critical phase between the prototyping and the reaching of the break even point and/or getting a loan or find a financial partner. On the marketing side a lot still would be needed to become a known brand. This part of the financing we plan to source mainly with our future free cash flow.

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    Pledge CHF 1 or more About US$ 1.01

    Mentioning of all backers on our internet site

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    Invitation to a presentation about our bespoke service .

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    VIP tour to visit product facilities in the Swiss Jura

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    A bespoke BRÜGGLER chronograph with steel case, tachymeter bezel, rubber or textile bracelet and quartz movement (no precious stones or DLC coating or metal bracelet).

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    A bespoke BRÜGGLER chronograph with DLC coated steel case, DLC coated steel bracelet, tachymeter bezel and automatic movement (no precious stones or DLC coating).

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    Bespoke BRÜGGLER chronographs without precious stones

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    A bespoke BRÜGGLER chronograph with steel case, steel or alligator bracelet, bezel with precious stones such as diamonds and automatic movement (no DLC coating).

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    A bespoke BRÜGGLER chronograph with DLC coated steel case, DLC coated steel bracelet, automatic movement and a bezel with precious stones such as black diamonds

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Funding period

- (30 days)