Rolex shuts down Carl F. Bucherer

After acquiring Bucherer in 2023, Rolex is now shutting down the family’s watchmaking brand Carl F Bucherer, which was originally founded in 1888. Rolex’s decision to shutter the less-than-profitable brand, despite the company’s considerable 137–year history, comes as a shock for many and underlines Rolex’s focus on the functioning elements of the Bucherer business.

From its founding in 1888 until its sale to Rolex in 2023, the company was owned by the Bucherer family, making it one of the oldest luxury Swiss watchmakers continuously held by the founding family. Business metrics and forecasting aside, for the landscape of legacy Swiss watch brands it’s the end of an era.

Employees were informed of the decision this morning. As for the product and retail environments,  Carl F. Bucherer was present in around 250 stores, 50 operated by Bucherer or its US subsidiary Tourneau, which will slowly be phased out or swapped with other brands.

Carl F. Bucherer