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Stores Bucherer opens Rolex brand boutique in Zermatt

Fans of the sought-after Swiss brand can now immerse themselves in the inimitable world of Rolex. In the new boutique, created with an elegant design by Bucherer and Rolex, the complete range of Rolex watches is on display in a wonderful Alpine setting.

Text: 26 JAN, 2017

The finest natural materials such as aged wood, dry stone wall and leather, selected decorative pieces and a fireplace give the new boutique a unique flair. By creating an interior that successfully merges the rustic feel of a mountain chalet with the Rolex style, the designers created a space that is as cozy as it is inspiring. Bucherer will run the boutique and provide advice and service of the very highest level.

The new boutique in Zermatt is a further milestone in the shared history of Rolex and Bucherer, two Swiss companies that are steeped in tradition. The cooperation began back in the 1920s, and to this day Rolex remains one of the key brands of the Lucerne company Bucherer. Commenting on the partnership, Guido Zumbühl, CEO of Bucherer, says: «Our partnership with Rolex, which was established almost 90 years ago, is based on more than just business – it is based on our shared values. Both companies strive to provide the very best quality in what they do and have a rich tradition that is constantly being adapted to the modern market. We are therefore especially delighted to present Rolex, an iconic Swiss brand, in the internationally renowned tourist destination at the foot of the Matterhorn.»