Gérard Bauer

Gérard Bauer was a Swiss lawyer, diplomat, and industry leader notable for his contributions to the Swiss watchmaking industry and his critical perspectives on economic policy and industrial strategy.

Born in Neuchâtel in 1907, Bauer pursued classical studies and a law degree in his hometown before studying at the École Libre des Sciences Politiques in Paris, the Academy of International Law in The Hague, and the Institute of Advanced International Studies in Geneva. He returned to Neuchâtel to complete his legal internship and began his professional career as a lawyer.

In 1935, Bauer joined the Swiss Office for Trade Expansion and later served in the Federal Department of Public Economy’s price control division. In 1938, he became the finance director on Neuchâtel's Municipal Council, where his leadership and dedication earned him high regard. During World War II, Bauer balanced his civic duties with military obligations, serving as an infantry captain.

In 1945, Bauer transitioned to diplomacy, appointed as a Legation Counsellor and commercial attaché in Paris, where he worked closely with Swiss representatives on postwar European economic cooperation. His diplomatic work included roles with the Organization for European Economic Cooperation and the European Coal and Steel Community.

In 1957, Bauer was appointed President of the Fédération Horlogère (FH), the Swiss Federation of Watch Manufacturers' Associations. He succeeded Maurice Vaucher and led the FH through pivotal years for the watchmaking industry, marked by both technological advancements and challenges.

Bauer’s tenure at the FH saw him navigate the emerging threat of the so-called Quartz Crisis as affordable and precise quartz watches from Japan impacted traditional Swiss watchmaking. He became a vocal critic of Swiss watchmaking capitalism, arguing that the industry had failed to seize opportunities for automation or strategic expansion, which he believed could have mitigated job losses and fostered growth.

Bauer resigned as head of the FH in 1977.

In a 1984 critique, Bauer noted that the Swiss watch industry had missed its chance to establish a multinational presence akin to other Swiss sectors. He highlighted the industry's reluctance to engage in foreign markets proactively or to leverage its early advancements in electronic watchmaking. Instead, he observed that Swiss manufacturers had often settled for supplying parts to overseas companies rather than leading in innovation or forming alliances that could have strengthened their global position.