THE LUCERNE STORY
A PASSION FOR TRADITION
HISTORY
While Lucerne’s evolution—from a modest watch display to a respected luxury retail group—has been remarkable, one thing has remained constant: a deep passion for fine timepieces. This passion, shared by brothers Ivan and Emerson Yao and inherited from their father, Mr. Yao E. Chiu, continues to define the company’s direction and purpose.
Mr. Yao E. Chiu founded the business in 1982 at Ali Mall under the name Goldline Emporium, guided by a simple but deeply personal goal—to offer clients the finest timepieces he himself admired. When he passed away just six years later, his sons, Ivan and Emerson, inherited not only the store but also his passion for watchmaking. Stepping into an industry already dominated by larger retail chains, the brothers found themselves as underdogs, facing the challenge of building credibility and trust from the ground up.
Rather than compete on scale, Ivan and Emerson chose to differentiate through focus and conviction. They committed to a niche centered on upscale watches defined by heritage, craftsmanship, and enduring value. This vision led them to Switzerland, where they personally introduced themselves to some of the world’s most respected watch manufactures. Through persistence and shared values, these brands came to entrust a young but determined Philippine retailer with their representation.
This early period of hands-on learning and relationship-building shaped Lucerne’s values from the outset—placing equal importance on authenticity, long-term partnerships, and respect for craftsmanship.
In 1992, Lucerne secured a partnership with Breitling, a Swiss watchmaker celebrated for its world-class chronographs. Around this time, the business was renamed Lucerne, reflecting its growing connection to Swiss luxury watchmaking, and relocated to Makati, then emerging as the country’s premier luxury retail hub. A significant milestone followed in 1998 with the addition of Patek Philippe, the last family-owned Genevan watch manufacture. Other esteemed brands soon followed, establishing Lucerne as a key partner to the global watch industry.
Today, Lucerne represents a number of the world’s top Swiss watch brands and leading manufacturers across the globe. The group operates four multi-brand showrooms located at Shangri-La Plaza, Greenbelt 5, Solaire Resort & Entertainment City, and The Watch House at Bonifacio Global City. In addition, Lucerne manages mono-brand boutiques for some of the most respected names in watchmaking, including Rolex, Patek Philippe, Vacheron Constantin, Omega, and more.
Serving a broader market, Lucerne also oversees retail concepts including LeTemps, Chronos, Swissgear, Wristpod, and L-Time Studio—further reinforcing its role as a leader in the Philippine watch retail landscape.
DIVERSIFIED
PORTFOLIO
To support the growing portfolio of watch brands it represents, Lucerne has continually expanded and enhanced its service capabilities across the city. These include the L’Atelier Service Center, the official Rolex and Tudor Service Center, Watch Check Service Center, Global Timing Customer Service, Omega Service Center, Philip Stein Service Center, and the Time Check Service Center. Each facility is equipped to provide expert care, maintenance, and after-sales support for some of the world’s most prestigious timepieces.
Beyond watchmaking, Lucerne has thoughtfully diversified into complementary lifestyle industries that reflect the same commitment to craftsmanship and quality. The family-run portfolio includes Steinway & Sons, Germany’s premier piano brand; EuroCave, the French pioneer in wine storage solutions; Villeroy & Boch, a leading European porcelain and tableware house; Danish jewelry brand Pandora; and Japanese optical retailer OWNDAYS.
BEYOND RETAIL
Beyond retail, Emerson and Ivan’s passion for the industry is reflected in the watch appreciation culture they have continuously cultivated in the Philippines. In 1998, they launched the maiden issue of Lucerne Magazine, the country’s first local publication dedicated to watch connoisseurs. Today, this platform has evolved into Lucerne Luxe Magazine, continuing its mission of celebrating fine watchmaking, craftsmanship, and the stories behind the world’s most respected brands.
Complementing this editorial pursuit, the brothers have consistently brought in watch experts and brand personalities to share their knowledge through intimate workshops, talks, and meet-and-greet events—fostering deeper engagement within the local watch community.
The transition of the company’s reins to the next generation has also begun. The Lucerne Group remains a close-knit family business, with Ivan and Emerson actively guiding those who will carry the legacy forward. “We want to build on strengthening the brands we represent and continue to diversify into other industries where we have the expertise needed to be a major player,” shares Emerson. “At the same time, we remain committed to preserving the legacy left by our father—a legacy rooted in kinship, cooperation, and mutual respect within the family.”
With this foundation, there is little doubt that the passion that has long sustained Lucerne will continue to flourish across generations.
