Rolex announces the closure of Bucherer, marking the official end of the 137-year-old brand.

According to reports from Swiss media, Rolex will shut down the operations of its brand Carl F. Bucherer, marking the end of this watch brand with a 137-year history.

Rolex acquired the parent company of Bucherer in 2023, promising to retain Bucherer and continue its independent operations. However, starting from the third quarter of 2024, senior management of the Rolex Group gradually intervened in Bucherer’s core decision-making, including the appointment of Rolex Group Chairman Nicolas Brunschwig as Chairman of Bucherer.

Bucherer originated in 1888, starting from the Bucherer watch and jewelry store in Lucerne, Switzerland, and gradually developed into a well-known brand with its own watch factory, renowned for its “peripheral automatic disc technology” in the watch industry. The brand was historically owned and managed by the Bucherer family until its acquisition by Rolex in 2023. The third-generation leader, Jörg G. Bucherer, joined the family business in 1977 and dedicated himself to promoting international development but ultimately sold the group to Rolex before passing away in November 2023 due to a lack of heirs.

Despite Bucherer’s long history and technological advantages, it has been continuously losing money in recent years. Speculation suggests that its performance did not meet Rolex’s expectations, leading to Rolex’s decision to end the brand’s operations about a year after the acquisition.

This decision marks the formal conclusion of a 137-year-old watch brand and raises concerns in the industry about the survival capabilities of traditional brands in the modern market.

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