Bucherer’s announcement that it has become the first Rolex authorised dealer to sell the brand’s certified second hand watches says it has been in the pre-owned business since 2019.
Its experience can be traced a little further back than that, to January 2018 when the Swiss retail giant bought Tourneau in the United States, which had already developed pre-owned watches into its second largest business line; beaten to the top spot only by, you guessed it, Rolex.
Along with the obvious prize of an extensive network of premium watch stores across the United States, Bucherer’s acquisition of Tourneau was also very much motivated by a desire to understand and embrace pre-owned.
A year earlier, Bucherer had bought The Watch Gallery in Britain, which at the time was one of the leaders in luxury watch ecommerce in Europe.
Much faster and more effective than climbing the steep learning curve towards pre-owned watches and ecommerce enlightenment, Bucherer just bought it in.
Perplexingly, the United States network is the only one that is not in the first round of Rolex CPO stores. That will be corrected in 2023, according to a spokesperson for Bucherer who replied to WATCHPRO’s questions this morning.
Bucherer has 38 stores in Europe — 16 in Switzerland, 13 in Germany, flagship stores in Vienna and Paris, a store in Copenhagen, Denmark, and six boutiques in London — 25 of which are taking part in the Rolex CPO programme.
All Rolex CPO watches retailed by Bucherer will be authenticated by Rolex itself and be given a two-year international Rolex CPO warranty.
They will also be sold with newly created Rolex CPO accessories such as a Rolex CPO tag, pouch and warranty wallet.
“The new programme gives Bucherer customers outstanding added value, unlike any to be found on the market. This collaboration sees the two companies generate the ultimate in security and transparency, while Bucherer’s customers can enjoy the peace of mind that comes from purchasing a watch which has been certified and authenticated by Rolex,” Bucherer says.
Adding the United States to the network of stores offering Rolex CPO may be getting held up because the Bucherer/Tourneau business is holding so much inventory that has already been through the rigorous certification process of Bucherer’s US operation.
Since Bucherer is committed to getting 100% of its Rolex stock certified and authenticated by Rolex, it will take considerable time and money to work that through.
“From December 1, all Rolex CPO watches sold by Bucherer are 100% certified by Rolex,” a spokesperson confirmed.
