Ralph Brühwiler tells the story of Caran d’Ache and the unique journey from a small pencil factory in Geneva to a global brand. The company’s development represents a specific chapter in the economic and cultural history of Switzerland. Who isn’t familiar with the red Caran d’Ache boxes and the moving bears, hares and hedgehogs advertising them in the windows of the main Swiss railway stations? But just how much effort was needed to set up a pencil company in Switzerland?
The Caran d’Ache Saga relates the obstacles and difficulties the founders had to overcome to create the Fabrique Genevoise de Crayons S.A. shortly after the First World War. It also describes how the stockbroker and investor from St. Gallen, Arnold Schweitzer, succeeded in creating a brand that became increasingly popular and widespread in schools and companies and among public authorities and artists. He also had to cope with personal misfortunes which finally broke him.
Ralph Brühwiler traces the history of this singular entrepreneur. He also interweaves the destinies of numerous personalities all of whom, right up to the current owners – the Hubscher, Reiser and Christin families – have contributed to transforming a small pencil factory into an internationally renowned brand.
Deutschland
Austria
Belgium
France
Italy
Netherlands
Switzerland
