Artisan Bernd Schreiner embraces his 'masculine' craft under the 'Unicum' brand

Austrian artisan Bernd Schreiner operates his workshop under the distinctive brand name "Unicum," a name he cleverly secured for various commercial registrations, distinct from the well-known Hungarian herbal liqueur which is registered solely for food and beverages.

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The liquor company Unicum is only registered for Food & Beverage. For other types of business, the name was free.

Schreiner, originally from Klagenfurt, has registered six different business types under the "Unicum" name. His work often features a label incorporating the Babenberg shield, a symbol recognizable to many from the Austrian "silver tenner" coin. Schreiner considers this coin the epitome of Austrian currency. He has received permission from the National Bank to use this motif, which he states is recognized by eight out of ten people and adorns all his creations, regardless of the material.

Ten years ago, Schreiner pivoted his career dramatically. Although he founded his company in 2012, he spent nearly 17 years in the watch industry before deciding to pursue his own venture. He resigned from a well-compensated management position in 2015, foregoing severance pay. He reflects that it took him 45 years to realize he was a "Unikum" (a unique individual), a nickname his mother had given him during his school years due to his constant tinkering with objects.

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Eight out of ten people recognize the logo. It adorns all my works. Regardless of the material.

Schreiner pursued mechanical engineering studies in Vienna, having moved from Klagenfurt in 1991. His extensive experience in the Swiss watch industry exposed him to international markets. During this time, he earned the moniker "Master Of Detail," a trait that, while indicative of his commitment to quality, was not always welcomed by colleagues. He admits that his own high standards sometimes become a burden, but his aim with "Unicum" is to achieve the highest level of craftsmanship.

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It has been ten years since Schreiner's career was abruptly placed into a new orbit.

His business model evolved organically. Initially, he customized Rimowa aluminum suitcases for private clients. The positive feedback he received at international airports, stemming from his time in the watch industry, led to contact with the luxury department store Harrods in London. Harrods was interested in "Customized Products" at the time, aligning perfectly with Schreiner's unique offerings.

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I had to become 45 years old to realize that I am a Unikum.