In a surprising move, Rolex has decided to close down the luxury watch brand Carl F. Bucherer, just two years after acquiring it in 2023. The news, first reported by the Swiss newspaper Bilanz, marks the end of a brand that’s been part of Swiss watchmaking history for 137 years.
Carl F. Bucherer was founded in 1888 and was known for crafting its own watch movements. The brand remained in the Bucherer family until Rolex bought Bucherer AG in 2023, a deal that included both the watch retail business and the Carl F. Bucherer brand.
Despite its rich history, the brand struggled financially. It was seen as a personal passion project of Jörg Bucherer, the third-generation owner of Bucherer AG. Even with an estimated investment of 250 million CHF, the brand couldn’t turn a profit, leading Rolex to make the tough decision to shut it down.
The closure means that Carl F. Bucherer watches will slowly disappear from around 250 stores worldwide, including 50 owned by Bucherer and its U.S. subsidiary, Tourneau. These stores will start replacing Carl F. Bucherer with other brands over time.
Although employees have been informed about the closure, Rolex hasn’t released an official public statement yet. This marks the end of an era for one of Switzerland’s legacy watchmakers, highlighting the challenges even historic brands face in today’s luxury market. ⌚
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