Meeting with Bucherer

Europe’s largest watch and jewelry retailer Maison Bucherer is first and foremost a family adventure. It has been led by the third generation since 1977, when current Chairman of the Group Jörg G. Bucherer took over. Its story began in 1888, when Carl F. Bucherer and his wife Louise opened their first store in Lucerne, Switzerland. Fine watches and exceptional jewelry pieces are on display in the window. Business is good and the store is so successful that the young Maison quickly builds a reputation far beyond its hometown. Collectors of beautiful pieces and lovers of exclusivity are won over by the couple's sharp selection.

Their other strengths: their customer service, the wide selection they offer, and their workshop’s savoir-faire. Representatives of the second generation Ernst and Carl Eduard joined the family business at the beginning of the 20th century. The two brothers will further intensify the dynamics of the Maison, each with their own expertise – watchmaking for Ernst and jewelry for Carl Eduard. Traveling the world, these two visionaries established the dual identity of Bucherer, which on the one hand offers its own creations – jewelry and fine watchmaking – but also a fine collection of pieces signed by the greatest brands.

Europe's largest watch and jewelry retailer

With nearly 135 years of experience, the Maison still shines through today with 36 exclusive addresses in Europe as well as in the United States since the acquisition of the American distributor Tourneau (28 stores), and in Hawaii since it has taken over Baron & Leeds – all orchestrated by 2,400 employees. The Maison has been able to carry out several activities simultaneously, always with the same high standards. That of a leading retailer and reseller, as experienced with Rolex watches as with selected brands such as Baume & Mercier, Blancpain, Chopard, Jaeger-LeCoultre, Longines, Piaget, Roger Dubuis and Vacheron Constantin. Bucherer's brilliant idea: an exclusive shop-in-shop concept, allowing the pieces to be displayed in the unique world of each brand.

A creative jewelry studio specialized in natural diamonds

At the same time, Bucherer has also been able to build a solid reputation as a jeweler thanks to its expertise in diamonds and pearls as well as its taste for the finest materials. Bucherer Fine Jewellery's signature: a unique style blending audacity and timelessness, imagined by an exclusive design studio. One example is the zest for life of the Peekaboo collection which, by creatively playing with gem sizes and colors, perfectly illustrates the bubbling energy of youth. Or the subtle extravagance of the Lacrima motif, which is constantly reinvented, the soft tones of the Pastello collection inspired by nature, or the nonchalant discretion of the B Dimension collection.

Good news for all fans out there: the Maison is showcasing its emblematic jewelry collections at the heart of its Paris store – the largest in the world dedicated to watchmaking (2,200 sq. m) – with two pop-ups. Let’s dive into Peekaboo first… Inspired by the French Riviera lifestyle, the space dedicated to it invites us into a colorful and exhilarating world. Which is all we need with summer coming! Something to look forward to: a second pop-up celebrates love with The Solitaire Collection. You will find yourself in ideal conditions to choose THE ring of your life. Diamonds sparkle at the heart of the Allure, Heaven or 1888 collections. Is your dream ring a princess ring? Among Bucherer Fine Jewellery's best-sellers, the timeless design of the Joy solitaire has recently taken over one of the most remarkable diamond cuts, the Royal Asscher cut, in partnership with the family business Royal Asscher Diamond Company Ltd – a favorite of European royalty and Japanese emperors.

Redefining casual luxury

Another aspect of Bucherer: its strong watchmaker identity with the Carl F. Bucherer brand, which combines tradition and innovation. Since 1919, the Sainte-Croix factory has been both a sanctuary for craftsmanship and a laboratory for cutting-edge technologies. Another explanation for the longevity of the Maison: the constant anticipation of major societal changes.

As proof, Bucherer Blue. The concept is to invite renowned partners in order to redefine together the notion of casual luxury. To date, 50 timepieces have been created for Bucherer Blue in collaboration with 24 of the most prestigious watch brands, including Audemars Piguet, Blancpain, Breguet, Breitling, Chopard, Girard-Perregaux, Hublot and Vacheron Constantin. This original collection is available exclusively in Bucherer stores. Arousing desire with special editions – such is the challenge that this concept has successfully met. Bucherer Blue goes even further by also offering innovative lifestyle products. For example, the custom-made Bucherer Blue Harley Davidson, THE most precious motorcycle in the world, worth 1.888 million Swiss francs! What do the objects in this unusual collection all have in common? In addition to the exceptional savoir-faire, each piece takes on fascinating touches of blue. A meaningful color, a symbol of purity, truth, wisdom but also of escape, travel and discovery, a source of serenity and inner calm.

Conquering the second-hand market

Always in keeping with the times, the Maison also demonstrates its visionary spirit by pursuing its development on the market for Certified Pre-Owned (CPO) watches, both online and in-store. At a time when second-hand watchmaking is blowing up, the family business reassures its customers by issuing its own certificate. Indeed, enthusiasts rush to discover the concept of the Bucherer Gallery, where highly popular timepieces are exhibited, from limited editions to vintage watches.

These hard-to-find true gems are a kind of holy grail for collectors. Thanks to its unique savoir-faire, Bucherer has won the trust of these enthusiasts of beautiful mechanics. And for good reason! These second-hand models come with an exclusive contract, guaranteeing the highest quality. Each watch is appraised in-house to ensure its perfect condition. In order to do this, the watchmakers open each timepiece and examine it carefully, thus answering crucial questions for the buyer. Is it an original model? Is it in perfect working condition? Are there any hidden defects? If necessary, these experts proceed to maintenance or repair work. A certification seal ensures that the watch meets the highest standards.

But who are the buyers of Certified Pre-Owned pieces? Lovers of beautiful watches, of course, fervent collectors in search of rare models or unobtainable limited editions, as well as first-time buyers who wish to enter the fascinating world of luxury watches without taking any risks. But what attracts them to these second-hand timepieces? That extra-special something they carry with them. Indeed, each watch has its own story, and has witnessed major life events. Over time, it takes on a patina that makes it more beautiful. It also charges up with the experience of its owner.

When it changes wrist, its story is not over! An idea which Bucherer perfectly sums up with a slogan: “Yours to be continued”.