Rolex is once again upending the luxury watch world. Following moves in the past year to launch its own certified pre-owned service, and boost new watch supply by opening new production facilities, Rolex is now expanding its retail footprint by acquiring Bucherer, one of Europe’s largest watch retailers and owner of the Tourneau chain here in the U.S.
—Rolex is now expanding its retail footprint by acquiring Bucherer, one of Europe’s largest watch retailers and owner of the Tourneau chain here in the U.S.
Both Rolex and Bucherer are closely held, private companies that do not disclose financial data and metrics. It has been estimated that in 2021 Rolex made 1.05 million watches that year and generated $8.8 billion in revenue. Meanwhile, Bucherer and Tourneau will keep their respective names and continue to operate as independent businesses, Rolex said. Rolex also said the merger will take effect once regulatory authorities have approved the transaction.
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