Rolex acquires Bucherer - a surprising strategic move

16 Nov 23, Sofia

<strong>Rolex acquires Bucherer - a surprising strategic move</strong>

To date, Bucherer operates more than 100 retail outlets worldwide, with 53 of them offering Rolex watches and 48 offering Tudor watches. The chain is also an official after-sales service center for both brands. Watchmakers at Bucherer service centers have undergone special training to be able to serve Rolex and Tudor customers.


The partnership between Rolex and Bucherer dates back to 1924 – back to the time of Rolex founder Hans Wilsdorf. For almost a century, the two companies have grown and developed together, contributing to each other's successes. One became the undisputed leader and most recognizable watch brand, and the other - a renowned multi-brand distributor of watches and jewelry with boutiques in Switzerland, USA, England, Germany, France, Denmark and Austria.


The current owner of Bucherer, 87-year-old Jörg Bucherer, is a third-generation heir to the watch and jewelry distributor company founded in 1888. Since he himself has no heirs, he decided to sell his business to his long-time and most important partner – Rolex.



According to official information, Bucherer will retain its name and continue to operate independently, and the integration into the Rolex group will take place when competition authorities approve the deal. The company is convinced that the acquisition is the best decision not only for its own brands, but also for other partners from the watchmaking and jewelry industry, as well as for all Bucherer employees. The distributor will retain its management team.


Mutual trust, shared values and an uncompromising quality unite Rolex and Bucherer to continue to be leaders in their field together. The relationship between the two companies is more than business, it is a philosophy of respecting the past with an eye to the future.

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