Jörg Bucherer (87) has decided to sell his company because of the lack of direct descendants. As a result, Rolex decided to acquire the former independent dealer from Lucerne, reports NZZ.
The acquisition came as a surprise to many as Rolex had previously pursued a different strategy. Along with Patek Philippe, the brand with the crown in its logo was one of the few large luxury watch brands to limit itself exclusively to the manufacture of watches and left sales to specialist retailers. With the acquisition of Bucherer, the largest luxury watch brand now also becomes a watch retailer in one fell swoop.
According to Morgan Stanley estimates, Rolex manufactures approximately one million watches a year and thus achieves sales of over ten billion euros. No other luxury watch brand makes as many watches as Rolex.
Bucherer has been selling Rolex watches in its branches for almost 100 years. The company operates jewelery and watch stores in Switzerland, the United States, Great Britain, Germany, France, Denmark and Austria.
