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From small pencil factory to global brand

04.02.2021 – Susanne Wenger

“Hopefully every Swiss living abroad will soon be using Swiss Caran d’Ache pencils to support the economy back home,” wrote the “Correspondenzblatt für die Schweizer und Schweizervereine im Auslande” in 1925. Geneva-based pencil manufacturer Caran d’Ache – still a fledgling company in those days – had just opened a shop in Berlin. This was the beginning of a success story that saw Swiss writing and colouring products become a global hit.

Freelance author Ralph Brühwiler tells the story of Caran d’Ache in a new, lavishly illustrated book. His evocatively written chronicle contains a wealth of facts and details. Company founder Arnold Schweitzer, an industrialist from eastern Switzerland, features prominently – Brühwiler describing him as a kindly businessman who experienced his fair share of setbacks. The author also explains why the company name transliterates the Russian for pencil, how the company’s laboratories and workshops became a conveyor belt for new products, and why Caran d’Ache pencils are just as popular among Swiss school children as they are among famous artists. Caran d’Ache is a global brand these days, and is still owned by three Swiss families.

“Die Caran d’Ache Saga. Von Genf in die Welt.” (The Caran d’Ache Saga – the story of a global Genevan brand), NZZ Libro 2020 (in German), 264 pages; CHF 49

 

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