News Rolex Shocks the Watch World: Iconic Brand Takes Over Bucherer in a Remarkable August Move

In a strategic move that signifies Rolex's entry into direct consumer sales, the Swiss watch giant has acquired Bucherer AG, a prominent luxury watch retailer with a global presence of over 100 stores. This acquisition integrates Bucherer's expansive retail and distribution network into Rolex's fold, enhancing its visibility and stature in the luxury watch market.

The collaboration between the two brands is not new. Bucherer's historical ties with Rolex trace back to 1924 when Ernst Bucherer partnered with Rolex's founder. This relationship has stood the test of time with Bucherer retailing Rolex watches across many of its outlets. Notably, Jörg Bucherer, the founder's grandson and the last active link to Rolex's founder, made the acquisition decision, partly due to a lack of heirs. In honor of their shared history, Jörg will remain as the honorary president.

Despite the acquisition, Bucherer is set to retain its independence and will continue its operations under its established name. Furthermore, it's emphasized that their relationships with other retailers will remain unaffected.

This move by Rolex, already a leader with annual sales of over 1.2 million watches, not only strengthens its position but also opens doors for a broader range of watch sales through its outlets, marking a deviation from its traditional model. The financial intricacies of the deal, however, have not been disclosed.