GENEVA — Rolex, the renowned Swiss watchmaker, has acquired Bucherer, the esteemed watch retailer, in a strategic move to strengthen the ties that have bound the two companies since 1924. The decision comes as Jörg Bucherer, the owner of the Lucerne-based family company, opts to sell due to the absence of direct descendants.
The partnership between Rolex and Bucherer has been pivotal, with Bucherer serving as the official retailer of Rolex since 1924. This historic collaboration has significantly contributed to the success and growth of both entities. Rolex aims to preserve the legacy of Bucherer with this acquisition, highlighting a commitment to maintaining the longstanding partnership ties.
According to a press release, Bucherer will retain its name and continue operating independently, ensuring continuity in its management team. Jörg Bucherer, the last active individual to have worked with Rolex founder Hans Wilsdorf, will remain as the honorary president of the Bucherer group.
Despite the change in ownership, there will be no alterations to the sales network, which includes 36 select locations in Europe, the world’s largest watch and jewelry store in Paris (established in 2013), and 32 Tourneau stores in the US market. The integration of Bucherer into the Rolex Group is pending approval from competition authorities.
Jörg G. Bucherer, representing the third generation of his family as Chairman of the Board of Directors, has played a pivotal role in leading the company to sell luxury watches and jewelry. The Bucherer Group encompasses Swiss Lion AG’s sales outlets and various brand boutiques. This acquisition marks a significant milestone, symbolizing the convergence of two iconic entities in the world of luxury watches.
