Bruno Jufer grew up in Grenchen, as son of a watchmaker, and inherited his father’s passion for the craft at a young age. Sport played a major role in his youth as he was a member of the Swiss university ski team. He acquired his first experience of the watchmaking industry in the sports sponsorship department at Tissot while studying Economics at the University of Bern. He subsequently held positions as Director of Marketing & Sales with a number of brands. Notable achievements here included his active role in the international repositioning of Maurice Lacroix, the establishment of a distribution network for Jaquet Droz and global development of Carl F. Bucherer, where he also held the position of Vice-President. Over the past three years as CEO with Antoine Martin, he held overall responsibility for developing and establishing the brand.

As Bruno Jufer explains: “I was born in Grenchen and my aim now is to restore Eterna to its former glory and see it recognized as a genuine ‘manufacture’ – a watchmaking company that designs, develops and produces its own movements. My twenty years of experience in the watch industry and the intensive discussions I held with Mr. Hon, Chairman, and Mr. Shang, CEO of the China Haidian Group, persuaded me to take up this challenge.”