Inside the Caran d’Ache factory, a blend of tradition and modernity shapes a vibrant world of artistry. Despite the shift towards digital tools, the company remains committed to its heritage, producing a diverse range of high-quality writing instruments. As it plans for a new, eco-friendly factory, the brand navigates challenges posed by changing consumer habits while fostering a nostalgic connection with its Swiss roots. Leadership emphasizes community, craftsmanship, and a future reliant on the next generation’s appreciation for analog creativity.
Inside the Caran d’Ache Factory: A World of Color and Craft
As you step into the Caran d’Ache factory, you’re enveloped by the familiar scents reminiscent of a school art room: vibrant colors, wax, and cedar wood fill the air. Shelves are lined with barrels of pigments, while paint splatters decorate the floor, and the conveyor belts bear the gray marks of graphite from countless pencils.
When the company relocated from the heart of Geneva to this expansive factory on the outskirts in 1974, its vast halls must have felt open and airy. Today, however, they are bustling with activity. Over the years, Caran d’Ache has significantly broadened its product range. Everything from watercolors to ballpoint pens and wooden pencils is crafted right here. The factory has seen the addition of numerous machines and expansions of existing facilities to meet growing demands.
Tradition Meets Modern Challenges
Some machines in this factory are over fifty years old, clattering away reliably, with hammers and wrenches always within reach. The metal surfaces show signs of wear from countless hours of polishing. The pencil-making process remains largely unchanged over the decades: pigments are rolled into leads, dried for hours, hot bathed, centrifuged, encased in wooden boards, pressed, turned, glazed, and engraved. A pencil, in essence, remains just that—a pencil.
However, the landscape outside the gates of Caran d’Ache has transformed dramatically. In an increasingly digital world, handwriting has taken a backseat, with many artists opting for drawing tablets. Today’s children and teenagers spend over three and a half hours online daily, leaving little room for traditional drawing tools.
In response to these challenges, Caran d’Ache is planning to construct a new factory that promises to be larger, more efficient, and environmentally friendly, conveniently located near major highways. The company aims to transition its over 700 machines and 300 employees to this new site in the coming years.
In one of the globe’s priciest cities, Caran d’Ache is committed to preserving the essence of traditional artistry through its age-old machines, pencils, and watercolors. But can this approach succeed in the face of digital encroachment?
Carole Hübscher, whose family has overseen the company’s management since the 1930s, holds the answer to this pivotal question. As a major shareholder and chairwoman of the board, she emphasizes the importance of retaining long-term employees and expertise by remaining in Geneva, despite the allure of cheaper land elsewhere.
Hübscher fosters a familial atmosphere within the company, often mingling with employees in the cafeteria. She maintains the traditional formal address, reflecting her respect for the longstanding values of the brand. Part of Caran d’Ache’s strategy is to uphold its commitment to producing all products under one roof in Switzerland, a strong marketing point against competitors who have outsourced production.
While the company remains tight-lipped about specific financial figures, Hübscher notes that half of its revenue comes from domestic sales, including schools and public administration. The loss of a significant contract for Zurich schools to a competitor in 2023 was a notable event in the news.
The brand’s stronghold in the Swiss market is rooted in nostalgia; many Swiss people grew up with Caran d’Ache products, which fosters lasting loyalty. The company aims to preserve this connection for future generations.
Unlike some competitors who focus on niche markets, Caran d’Ache strives to maintain a diverse portfolio, manufacturing everything from pencils to oil pastels. This approach is made possible by operating in the premium sector, offering products such as colored pencils in wooden cases for 460 francs, watercolor sets for 32 francs, and metal ballpoint pens for 45 francs.
In international markets, where childhood memories play a lesser role, Caran d’Ache relies heavily on its reputation among artists and aspiring creatives. The company actively engages with its audience through social media, collaborating with influencers and offering online painting courses to foster community connections.
Hübscher acknowledges the positive aspects of digitalization, noting that it enables the company to engage directly with its audience. With over 279,000 followers on Instagram, Caran d’Ache targets a demographic that appreciates colorful, high-quality products. Ironically, in this digital age, many seek to escape the fast-paced online world by returning to analog activities like reading, baking, or painting.
The decision to build a new factory raises questions about the future of the pencil, a sentiment that Hübscher has left open for her children to consider. Unlike the unspoken expectations she felt from her father, she allows her children to choose their paths. Ultimately, the longevity of the factory will depend on future generations and their affinity for picking up a pencil.