The longtime partners further consolidate their alliance that started in the 1920s
In 1924, Rolex founder Hans Wilsdorf formed a partnership with Ernst Bucherer, who was in charge of the Bucherer store then. It was to be an alliance that would propel both to household names. Rolex is a leading brand in Swiss luxury watchmaking while Bucherer has grown to become the largest watch and jewellery retailer in Europe.
Read more: What makes a Rolex timepiece a ‘Rolex’?
On August 25, 2023, Rolex announced that it has acquired Bucherer, in a move that is described as reflecting “the Geneva-based brand’s desire to perpetuate the success of Bucherer and preserve the close partnership ties that have linked both companies since 1924.”
Bucherer boasts more than 100 stores worldwide including the US, England, France and Germany. Fifty-eight of them distribute Rolex while 48 distribute Tudor; it’s also the official after-sales service centre for the two brands. Bucherer will keep its name and operate independently. Its integration into the Rolex group will be effective once the competition authorities have approved the takeover transaction.
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