Rolex Will Be Shutting Down the Carl F. Bucherer Brand
Just two years after its acquisition.
Rolex has decided to close Carl F. Bucherer, following the 2023 acquisition of Bucherer AG by Rolex. The news broke via the Swiss newspaper Bilanz and marks a sudden end for the longstanding brand, despite its considerable 137-year history.
Founded in 1888, Carl F. Bucherer was one of the oldest luxury Swiss watchmakers known for creating its movements and was continuously owned by the founding family until its sale to Rolex in 2023, where it was acquired as part of a package deal when Rolex bought the watch retailer Bucherer AG from third-generation owner Jörg Bucherer.
However, Carl F. Bucherer, once a personal prestige project of Jörg Bucherer, was revealed to be a costly venture that did not operate profitably. Despite an estimated investment of 250 million CHF, the brand struggled to generate revenue, leading to Rolex’s decision to discontinue it.
The brand’s closure marks the end of an era for legacy Swiss watch brands. Carl F. Bucherer had a presence in around 250 stores, including 50 operated by Bucherer or its US subsidiary Tourneau, which will be gradually phased out or replaced with other brands. While employees were informed of the closure, no official statement has been issued yet.
