Long before its future direction was irrevocably altered when it was bought by Rolex, Bucherer had started experimenting with broadening its appeal beyond watch and jewellery obsessives with the curation of displays of fine art and other high-end collectibles.
That mission has been taken a step further in Zurich where its flagship store has become home to the world’s first Sotheby’s Salon at Bucherer, a retail concept that is a permanent home for a revolving curation of luxuries.
It kicks off with a jersey worn by Michael Jordan in the 1998 NBA Playoff that is valued at between $1 million and $2 million.
The Sotheby’s space, which had previously been trialled as pop-ups in New York and Geneva, is designed a social hub for collectors and complements Bucherer’s certified pre-owned watch offer that now includes official Rolex CPO collections.
It has a a wine and spirits bar and store offering rare bottles curated by Sotheby’s master of wine, Vanessa Conlin.
Over time, it will offer jewels, watches, handbags, wine, spirits, sneakers, sports memorabilia and fine art.
“Our shared vision is to create an experience that brings clients together to celebrate the joy of collecting and to expand their knowledge,” says Josh Pullan, Sotheby’s Head of Global Luxury Division.
“Every detail has been designed to deliver an ultra-luxury experience and ensure we go beyond clients’ expectations of luxury shopping. We could not have wished for a more experienced and committed partner than Bucherer and we’re delighted to open our first Salon here in Zurich,” he adds.
