Rolex acquires luxury watches and jewelry retailer Bucherer

Rolex has confirmed the acquisition of major international luxury watches and jewellery retailer Bucherer. After a nearly 100-year-long authorized retailer relationship between the two brands, Rolex will now become owner of Bucherer.

Rolex also owns the Tudor brand, which similarly operates as an independent entity with its own CEO and manufacture in Le Locle. It remains to be seen how the different entities will be coordinated and integrated.

According to the press release, Bucherer operates more than 100 locations globally. Fifty-three of those locations retail Rolex and 48 retail Tudor. Bucherer also serves as an official after-sales service center for both brands.

Mention must also be made that Bucherer has a strong presence in the U.S. too, through the ownership of Tourneau, which it purchased back in 2018.