Rolex confirmed it had acquired the Swiss brand (Carl F. Bucherer) and retailer (Bucherer AG) in August 2023.
The company has a rich history, beginning in 1888 when entrepreneur Carl-Friedrich Bucherer and his wife, Luise, opened a store in Lucerne.
The acquisition sparked heated discussion in the watch industry. Watches of Switzerland immediately saw its share price fall, and the company released a statement asserting that the acquisition did not indicate that Rolex intended to shift into retail.
According to reporting by JCK Online, this decision does not affect the Bucherer retail chain, which owns Tourneau in the US.
“It is said that Rolex will try to accommodate some of the affected employees - around a hundred - within the group,” writes Marcel Speiser for Bilanz.
“The people in the CFP production in Lengnau near Biel will probably be offered jobs in the new Rolex factory in Bulle. This will probably involve around seventy people.
“Carl F. Bucherer's failure is surprising because, as part of the Bucherer watch trading group, the brand has always had privileged access to Bucherer's extensive distribution network in Europe and the USA, as well as being able to use online sales channels.”
He added: “A profound industry expert, who did not want to be named, says: I would have expected more from the brand.”
According to reporting by Hypebeast, Carl F. Bucherer is sold in more than 250 stores worldwide.
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