OUR LEGACY
THIRTY years of expertise
31 renowned brand references
>1001 retail projects worldwide
11 watch & jewelry booth projects
SIX global brand roll-outs
4 agency locations
From Watchmaker to World of Le Brassus
AUDEMARS PIGUET
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In 2013, Audemars Piguet faced a paradox. Globally recognized, yet narrowly defined. The brand was almost exclusively associated with one product line: the Royal Oak. While iconic, this singular association threatened to reduce the brand’s cultural relevance and limit its long-term growth.
The question was clear:
How can Audemars Piguet transcend product recognition to become a globally relevant brand with a consistent and resonant identity? -
For Audemars Piguet, relevance required a shift: from being known for a single watch to being experienced as a world. That world was Le Brassus, the brand’s birthplace in the Vallée de Joux, Switzerland—a place of craft, heritage, and understated sophistication.
By exporting the spirit of Le Brassus, AP could create global touchpoints that felt both authentic and distinctive. The strategy was not about adding noise, but about deepening meaning.
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CCG reimagined how Audemars Piguet expressed itself across every brand touchpoint, creating a home away from home wherever the brand engaged its audiences. This was achieved through a multi-layered transformation:
Brand Philosophy – Elevating Audemars Piguet beyond product into a philosophy of refined living and cultural belonging.
Design Derivation & Signature Pattern – Codifying a visual DNA rooted in Le Brassus, ensuring consistency while allowing local adaptation.
Design Development – Extending this DNA into immersive, physical environments.
AP House Design – Creating intimate, club-like spaces for clients: not retail, but living rooms of the brand.
Booth & Retail Design – Translating Le Brassus into global stages, from fairs to flagship stores.
Customer Experience & Visual Merchandising – Shifting interactions from transactional to relational, embodying exclusivity with warmth.
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A Global Rollout with a Human Soul.
The result was a worldwide transformation of Audemars Piguet’s presence:Every encounter with the brand—whether in Geneva, New York, or Hong Kong—now carries the essence of Le Brassus.
The AP House concept redefined luxury hospitality, becoming a benchmark in the industry.
Audemars Piguet achieved brand consistency on a global scale, while cultivating an identity that transcends the Royal Oak.
In short: the brand moved from being “a watch you know” to “a world you belong to.”
From Caviar to Swiss Luxury House
LA PRAIRIE
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By the early 2010s, La Prairie was recognized globally for its iconic Skin Caviar collection. While this association was powerful, it risked narrowing the brand’s meaning: consumers increasingly saw La Prairie as “the caviar brand” rather than as a holistic luxury skincare house.
The challenge was clear:
How could La Prairie elevate its brand beyond a single ingredient story to reaffirm its Swiss origins, science, and innovation — while ensuring consistency across global markets? -
La Prairie’s true strength lay in its unique heritage: born in Switzerland from pioneering cellular science, sustained by relentless innovation, and expressed through timeless luxury.
To unlock new relevance, the brand had to re-anchor its identity in Swissness and science, while creating experiences that transcended products. The future of La Prairie was not just in a jar — it was in spaces, stories, and experiences that embodied precision, purity, and innovation.
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Designing a World of Swiss Luxury
We partnered with La Prairie to craft a global design and experience strategy that reframed the brand and translated its DNA into every consumer touchpoint. This took form through:
Design Development – Codifying the brand’s visual and experiential language to ensure a globally consistent expression of Swiss heritage and innovation.
LP Lounge Design – Creating exclusive, refined lounges where clients could immerse themselves in the maison’s world — spaces designed not for transactions, but for discovery and belonging.
Retail Design – Reimagining boutiques and counters with Swiss precision and aesthetic minimalism, elevating the customer journey into an encounter with heritage and science.
Roadshow Design – Taking La Prairie’s story on the road, designing mobile brand worlds that could inspire across continents while retaining authenticity.
Visual Merchandising – Developing a global toolkit that transformed displays into curated narratives, each communicating the maison’s balance of luxury, science, and artistry.
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In addition to shaping the global design and experience strategy, we acted as Corporate Architects for La Prairie’s retail design — a framework still in use today, ensuring every store and counter worldwide reflects Swiss precision, heritage, and timeless elegance.
We also initiated and developed the pioneering La Prairie House, which translated the maison’s philosophy into a holistic luxury experience. This concept set new benchmarks for immersive brand environments and firmly anchored La Prairie as a Swiss Luxury House of Science and Innovation.
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Repositioning at a Global Scale
La Prairie shifted from being seen primarily as “the caviar skincare brand” to being experienced as a Swiss luxury house of science and innovation.
A globally consistent design language created unity across markets, reinforcing premium positioning and trust.
Immersive spaces such as the La Prairie House and retail environments set new standards for experiential luxury in skincare.
The enduring retail design framework continues to influence every physical touchpoint worldwide, proving the lasting impact of the architectural vision.
In short: La Prairie moved from ingredient-led attribution to a brand world rooted in heritage, science, and innovation — a transformation made tangible through design and experience at a global scale.
Defining a Unified Brand World
MAURICE LACROIX
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By the early 2000s, Maurice Lacroix was visible across Europe but lacked a coherent brand positioning. In some markets it was seen as a mid-luxury Swiss watch, in others as an entry point into Swiss timepieces. Communication varied by region, product lines pulled in different directions, and the brand lacked a unifying philosophy to connect heritage, craftsmanship, and design into a single story.
The question was clear: How could Maurice Lacroix transform fragmented perceptions into a globally consistent brand identity that elevated its value and relevance?
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Maurice Lacroix had all the ingredients of a true Swiss luxury brand:
Manufacturing know-how and vertical integration.
Mechanical heritage (Masterpiece / Les Mécaniques).
A design language balancing tradition and modernity.
What it lacked was a codified brand platform and experience framework to consistently communicate these strengths across every market and touchpoint.
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Building a Coherent Brand Architecture.
Working closely with Maurice Lacroix, we developed and executed a global brand repositioning program encompassing:
Brand Strategy & Philosophy – Defining a unifying purpose rooted in Swiss craftsmanship, mechanical excellence, and contemporary design.
Brand & Design Guidelines – Establishing rules for consistent communication across all markets.
Product Strategy – Clarifying portfolio roles, ensuring coherence between prestige collections and accessible lines.
Design Derivation & Development – Codifying design DNA across watches, packaging, and experiences.
Retail & Booth Design – Creating immersive environments that expressed Swiss luxury and precision.
Packaging & Product Presentation – Elevating first impressions with refined, unified materials.
Customer Experience & Visual Merchandising – Designing journeys and displays that told a consistent brand story.
Global Roll-out – Implementing across Europe and worldwide for maximum impact and recognition.
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From Fragmentation to Global Consistency.
Maurice Lacroix achieved a clear, consistent global identity, shifting from fragmented communications to a unified brand world.
The Masterpiece line became the hero of the brand, elevating perceptions of craftsmanship and prestige.
Retail and event environments offered coherent, premium experiences that matched the brand’s aspirations.
Packaging, merchandising, and guidelines ensured every market spoke the same language of Swiss heritage, design, and innovation.
In short: Maurice Lacroix moved from regional inconsistencies to a globally unified brand platform, solidifying its place as a distinctive Swiss luxury watchmaker.
Transforming a Flagship into a Global Destination
BUCHERER
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By the mid-2000s, Bucherer’s Lucerne flagship on Schwanenplatz — the historic heart of the brand — risked feeling dated. Despite being one of the most prestigious watch retailers in Switzerland, the store lacked a unifying centerpiece that could convey the scale, innovation, and cultural significance of the brand.
The challenge was clear:
How could Bucherer turn its flagship into a world-class destination that symbolized both Swiss watchmaking heritage and contemporary innovation? -
Luxury retail in the 21st century is not only about product display; it is about creating memorable experiences that anchor a brand in the minds of global visitors.
For Bucherer, whose Lucerne store attracts millions of international tourists, the opportunity lay in creating an architectural and emotional focal point that embodied time itself — reinforcing Bucherer’s stature at the epicenter of Swiss horology. -
As part of a comprehensive retail redesign (2006–2008), the store was reimagined as both a shopping environment and cultural destination. The centerpiece became AION, a four-storey rolling-ball clock designed by artist Mark Bischof.
Measuring 11.6 meters high, spanning several levels, and filled with kinetic movement, the installation turned the store’s atrium into a living metaphor for time, precision, and Swiss craftsmanship. Integrated with new layouts, refined merchandising, and contemporary retail design, the flagship moved from being a traditional store to a landmark experience.
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The redesigned Lucerne flagship established Bucherer as more than a retailer — it became a global destination for watch enthusiasts and tourists.
The AION clock, certified by Guinness World Records in 2008 as the largest rolling-ball clock, attracted over 3 million visitors, amplifying brand visibility and prestige.
The project reinforced Bucherer’s leadership in Swiss luxury retail, setting a new standard for how architectural storytelling and customer experience can elevate a brand.
The Lucerne flagship became a benchmark for experiential retail design, anchoring Bucherer’s reputation worldwide.
