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Rolex-Managed Carl F. Bucherer to Shut Down Over Financial Losses February 18, 2025 (0 comments)
New York, NY--Swiss newspaper Bilanz reported that Carl F. Bucherer, a brand managed by Rolex, will shutter due to financial reasons. Per The Manual, the report states that all employees were notified of its closure two years after Rolex acquired the storied watch brand.
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Founded in 1888 and managed by the Bucherer family for nearly a century, Carl F. Bucherer was one of the few Swiss family-owned watch brands to reach the 21st century. Despite its historical significance, the decision to shut down was reportedly driven by financial losses, as the brand was never profitable for Rolex despite an estimated investment of 250 million Swiss francs.
The Manual noted that the acquisition of Carl F. Bucherer in 2023 was part of a larger deal in which Rolex also acquired Bucherer, the largest retailer of Rolex watches at the time. This deal provided Rolex with greater control over its direct-to-consumer sales.
The brand is currently available in approximately 250 stores, with 50 operated by Bucherer or its U.S. subsidiary, Tourneau. According to the report, these stores will either be phased out or repurposed to carry other brands.
Learn more in this report by The Manual.
