Rolex acquires Bucherer

Breaking news: Rolex acquired Bucherer. With over 100 points of sales worldwide, Bucherer is known for their brand and sales, including selling lots of Rolex watches. It’s a known fact that Rolex integrates longstanding partners from the industry and this recent take-over is just one of them. What would it mean for the luxury watch market and the industry? What will happen with the other brands that Bucherer sells?

Timo Klinge

Chief Entertainment Officer

Published at: 22/12/2023

Cooperation between Bucherer

For almost a century now, Rolex and Bucherer have been working closely together when it comes to sales and contributing to each other’s sales. Bucherer was the first authorized dealer to get the Certified Pre-Owned Program from Rolex, and now is acquired by the Swiss manufacturer. Bucherer will continue to operate independently and under its own name, but what will the impact be on this take-over in the luxury watch market? That’s pretty hard to tell to be honest, since Bucherer isn’t just a Rolex retailer, but sells other brands like Jaeger-LeCoultre and IWC as well. What it does say: a clear indication that distribution and sales are key topics in Rolex’s business nowadays and it will be effective once the acquisition has been greenlit by the completion authorities.

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Effect on market & other brands

Bucherer states that it will continue to work with the other brands that they represent, and their sales network will be unchanged. Only time will tell, that’s for sure. With over 1.2 million pieces sold from Rolex worldwide, Rolex is one of the leading companies in the luxury watch market. Rolex’s sister company Tudor will probably benefit from this acquirement as well, with around 350.000 produced and sold watches every year, making them both a solid name in the luxury watch market.