Rolex announced today its acquisition of Bucherer, the globally renowned watch and jewelry retailer, marking a significant shift in the luxury timepiece market. The deal, pending regulatory approval, follows over nine decades of collaboration between the two Swiss brands.
A Decision Driven by Legacy
The acquisition was prompted by Jörg Bucherer, the company’s third-generation owner, who opted to sell due to the absence of direct heirs. Rolex emphasized that the move aims to preserve Bucherer’s legacy and reinforce their partnership, which dates back to 1924.
“This ensures the continued success of Bucherer while maintaining the strong ties between our companies,” Rolex stated.
Bucherer’s Global Footprint
Bucherer operates an extensive retail network across Switzerland, Austria, Denmark, England, France, Germany, and the U.S. Notably, it recently reopened the TimeDome boutique in Las Vegas, now the largest watch retail store in North America.
Currently, 53 Bucherer locations sell Rolex watches, while 48 distribute Tudor, Rolex’s sister brand. Additionally, Bucherer serves as an official service center for both brands.
Independence and Continuity
Despite the acquisition, Bucherer will retain its name, management team, and operational independence. Jörg Bucherer, the last active executive to have worked with Rolex founder Hans Wilsdorf, will remain honorary president.
Rolex assured that its relationships with other retailers remain unaffected, stating, “Our fruitful collaborations with all partners will continue unchanged.”
Regulatory Approval Pending
The transaction awaits clearance from Swiss competition authorities before finalization. Once approved, the deal will solidify Rolex’s influence in both manufacturing and retail sectors of the luxury watch industry.
Bucherer, founded in 1888 by Carl-Friedrich Bucherer in Lucerne, has long been a cornerstone of high-end watch retailing. Rolex expressed confidence that the acquisition benefits not only its brands but also Bucherer’s partner labels and employees.
This strategic move underscores Rolex’s commitment to shaping the future of luxury watch distribution while honoring its storied heritage.
