EXPERTS IN SWISS WATCHES AND FINE JEWELLERY since 1888
The Bucherer Story
To this day, Bucherer pursues the vision of Carl Friedrich Bucherer and his wife Louise, who laid the foundation for the company in 1888 with their passion for watches and jewellery.
The beginnings of a family business
1888
With a visionary spirit and passionate dedication, the businessman and entrepreneur Carl Friedrich Bucherer and his wife Louise opened the Bucherer watch and jewellery shop in Lucerne. Thanks to their enthusiasm for quality and craftsmanship, they laid the foundations for a company that would endure for generations.
Partnership with Rolex
1924
Sons Ernst and Carl Eduard Bucherer joined the family business in the 1920s. Ernst Bucherer entered into an important partnership with Hans Wilsdorf, the founder of Rolex, in 1924. The inclusion of the Rolex brand – at the time, a recent innovation – in its range marked the beginning of a long and successful collaboration that had a lasting impact on the watch industry.
International expansion
1996
The company’s expansion beyond Switzerland’s borders began in 1996 under the management of Jörg G. Bucherer, the third generation of the family. Bucherer consolidated its position as Europe’s leading luxury watch and jewellery retailer by opening new boutiques in Germany and other European countries.
Crossing the Atlantic
2018
In 2018, Bucherer reached another milestone in its history: its expansion into the USA. With the takeover of the renowned American watch retailer Tourneau, Bucherer grew to become the world’s largest watch and jewellery retailer.
Integration into the Rolex family
2024
Bucherer has been part of Rolex, the company’s longest-standing and most important partner, since 2024. This integration united two companies with a common history and vision.
