After more than 90 years of collaboration, Rolex has announced the acquisition of Bucherer. The aim: to guarantee the continuity of the partnership between the two watchmaking entities and extend their shared history. Here are the details.
1924-2023: a centuries-old partnership
On August 24, 2023, Rolex confirmed the acquisition of its long-standing partner Bucherer, a key player in watch distribution. The takeover is designed to maintain the mutual success of the two Swiss houses, which have been linked since 1924.
At that time, Bucherer became one of the very first official Rolex retailers. Over the decades, the two entities have built their international reputation in tandem, working closely together.
Today, out of more than 100 Bucherer boutiques worldwide, 53 distribute Rolex and 48 sell Tudor. Bucherer workshops also service Rolex and Tudor watches as authorized service centers.
With this acquisition, Rolex intends to preserve this fruitful partnership of almost a century, as Jörg Bucherer prepares to hand over the family business.
Bucherer: a watchmaking flagship that retains its autonomy
An emblematic Swiss watchmaker founded in 1888, Bucherer has established itself as THE benchmark for high-end retail watchmaking. A multi-brand distributor, its prestigious points of sale can be found throughout Europe and North America.
Despite its forthcoming integration into the Rolex Group, Bucherer will continue to operate independently under its own name. Its identity and commercial DNA will be preserved, while respecting its history.
Bucherer will therefore be able to continue its activities with peace of mind once the takeover has been approved by the competition authorities. Bucherer Chairman Jörg Bucherer will remain Honorary Chairman, a guardian of the company’s core values.
A guarantee of continuity for all distributed brands
With this takeover, Rolex is not only securing the future of Bucherer, but also that of all its watchmaking partners. Whether prestigious brands or independent labels, their distribution within the Bucherer network is guaranteed for the long term.
Similarly, the takeover secures the jobs of Bucherer’s teams, both in the boutique and in the workshop. Positions are retained, as is the know-how of the company’s skilled watchmakers. A reassuring continuity for these dedicated professionals.
With this major acquisition, Rolex demonstrates its attachment to Bucherer as a privileged partner. The union of these two Swiss jewels opens a promising new chapter in their shared history of respect and excellence.
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