Biver lowers entry price to CHF 68,000
Biver has introduced its first steel watch, the AB, priced at CHF 68,000 (approximately $82,500), marking a significant shift toward a more affordable entry point for the brand. The timepiece features a 38 mm case, a slim 9.8 mm profile, and a hand‑finished JCB‑004 movement with a 120‑hour power reserve, developed in collaboration with Le Cercle des Horlogers. Its design combines a black onyx dial with yellow‑gold hands and a subtle power‑reserve indicator, while the case and bracelet are crafted from non‑precious steel, complemented by an optional calf‑leather strap. The launch reflects Biver’s strategy of democratizing its offerings after years of producing high‑end complications priced between CHF 500,000 and CHF 1.3 million. By building the AB from the ground up rather than simply re‑housing an existing model, the brand emphasizes craftsmanship and uniqueness, reinforcing its reputation for meticulous detail and innovation despite the lower price tier.
Buying Time Analysis: The story highlights Biver’s strategic shift to a more accessible price point by introducing its first steel watch at CHF 68,000, marking a significant move to broaden its market reach while maintaining its brand’s craftsmanship and innovation.
