The famous Swiss watch brand Carl F. Bucherer is reportedly set to close, following Rolex’s recent acquisition of Bucherer, announced in August 2023. This decision marks the end of an important chapter in the history of Swiss watchmaking, with the demise of a brand that has spanned 137 years of tradition.
Founded in 1888, Carl F. Bucherer has established itself as one of the industry's historic companies, known for its in-house movements and for remaining under the management of the founding family until the takeover by Rolex. The brand was part of the package acquired by the Geneva-based maison when it took over the Bucherer AG retailer chain from third-generation owner Jörg Bucherer.
Despite its long history and significant investments – estimated at around 250 million Swiss francs (around 265 million euros) – the brand has failed to achieve economic sustainability. Sales have not guaranteed the expected return, leading Rolex to opt for the cessation of production.
According to internal sources, the closure would affect around 100 employees. However, it is assumed that most of the staff could be relocated within the group, in particular the approximately 70 production workers at the Lengnau plant, near Bienne, who could find an opportunity in the new Rolex factory in Bulle.
Currently, Carl F. Bucherer watches were distributed in approximately 250 stores, including 50 stores owned by Bucherer and its US subsidiary Tourneau. With the discontinuation of the brand, these spaces will be progressively repurposed or repurposed for other brands. Although staff have been informed of the decision, no official communication has yet been made.
