Bucherer has finally unveiled its new flagship in London’s Covent Garden after non-essential stores in England were given the green light to open this week.
The 4,000 square foot showroom is located at the street level of the Royal Opera House building on the famous Covent Garden market square where tourists would normally throng throughout the summer.
Bucherer’s new store is actually a relocation of a much smaller store on the same square, keeping the total number of points of sale for the group at four for London.
Visitors from overseas are unlikely to return in droves until next year, but Bucherer, which has been trading since 1888, takes a long term view.
Rolex, Omega, Cartier and Tudor have all been given dedicated boutique spaces while a more discretely branded area is home to IWC, Panerai, Jaeger LeCoultre, Hublot, Blancpain and Longines.
How Bucherer is permitted to offer these brands without their approved presentation furniture and fittings will be a source of envy for many authorised dealers because it brings the retailer’s styling to the fore.
In addition the Covent Garden location is the first in London to have a Bucherer Certified Pre-Owned area where luxury watches, all authenticated, inspected and certified by a Bucherer watch expert, are sold.
Trading-in watches is also likely to take place in the showroom’s Bucherer Gallery, a relaxed space where connoisseurs can meet and talk about their collections.
Bucherer’s own fine jewellery line is also on sale in the showroom.
Bucherer has four locations in London including the Wonder Room at Selfridges, Europe’s largest Rolex monobrand store in Knightsbridge and multibrand showrooms in Westfield Shepherd’s Bush and Covent Garden.