Carl F. Bucherer Group is one of Europe's most prestigious distributors of jewellery and watches and one of the largest Rolex agents, with a watchmaking history dating back to 1919 with the launch of the Art Déco women's watches. However, it was not until 2001 that the watchmaking division re-established the brand named after its founder, Carl F. Bucherer. Carl F. Bucherer initially purchased ETA movements for watches, and in 2008 launched the in-house calibre CFB A1000 after acquiring the Techniques Horlogeres Appliquees SA workshop, indicating that the plan to produce its own movements began very early. Later, Carl F. Bucherer launched a series of in-house movements such as A1002, A1003, and A1004, and with the exception of a small number of quartz models from Alica and Batscher, almost all of them were mechanical watches.
 
Carl F. Bucherer has five collections, the most important being Pallavi, Malilong, and Edmar. The Prawit series occupies a major share of sales, and is particularly popular in Russia, the United States and the Middle East, with domestic public prices starting at 60,000 yuan and reaching hundreds of thousands of styles. The Malilong series, which is equipped with an in-house movement, is also optimistic, with a large following in Asia and Europe, with a starting price of 30,000 yuan and capping at 400,000 yuan, accounting for a quarter of total sales, followed by the Edmar series, which focuses on female users. Alica and the newly launched Bettich collection are also aimed at female customers. In 2015, Kunling took a set of photos for the Betty series after her marriage, and in 2016, Carl F. Bucherer announced that Li Bingbing became its first global brand ambassador, and at the press conference, Li Bingbing got his hands on Yalica. In addition, like Schwarzenegger, Stallone, and Keanu Reeves, although they are not brand ambassadors, they have worn Carl F. Bucherer on many occasions, such as in the first and second parts of "Fast Pursuit".