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Bucherer continues conversion of Tourneau’s American network

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Bucherer has its second showroom in the United States after remodeling and rebranding Tourneau’s boutique in King of Prussia, a retail and leisure destination on the outskirts of Philadelphia.

The shop joins Time Machine in New York, which reopened in October under the Bucherer name.

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Switzerland’s Bucherer bought Tourneau in 2018 and is converting its US network of 30 stores to its style and name.

Tourneau’s massive multibrand within Caesar’s Palace in Las Vegas is expected to be the next major showroom to reopen as a Bucherer.

Bucherer 1888 at King of Prussia, to give the new store its full name, occupies almost 5,000 square feet, and adopts many of the same design themes as the New York Time Machine flagship including large windows with decorative bronze “BB” mesh and an interior mixing dark woods, soft fabric panels and neutral stone.

As in New York, the space is designed as much for hospitality as it is for retail, with comfortable seating vignettes, two group lounge areas, a custom banquette, and a bar that serves coffee, tea, and light refreshments.

The store has worked with each of its multi-brand partners — Hublot, Tudor, Blancpain, Jaeger-LeCoultre, Longines, Carl F Bucherer and Bucherer Fine Jewellery — to create a uniformly styled space, rather than blocks of branded furniture.

There is more overt branding for adjacent boutiques for Rolex, IWC Schaffhausen, and Panerai.

It is also presenting limited-edition timepieces from the Bucherer BLUE collection for the first time along with a range of certified pre-owned watches.

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