Rolex shuts down the "Carl F. Bucherer" after 137 years

In a surprising move, Rolex has decided to shut down Carl F. Bucherer, the historic Swiss watch brand, following its acquisition of Bucherer AG in 2023 (I wrote about it on 14th September!). 

The news, first reported by Bilanz and Handelszeitung, marks the end of the 137-year-old brand that had remained under Bucherer family ownership until its sale to Rolex one year and a half ago.

Despite Carl F. Bucherer’s long legacy, the decision appears to be driven by financial considerations, as the brand was reportedly less profitable than other segments of the Bucherer business. The closure reinforces Rolex’s strategic focus on the core functions of its recent acquisition.

Employees were informed of the decision yesterday morning. Carl F. Bucherer watches, available in approximately 250 retail locations (including 50 operated by Bucherer or its U.S. subsidiary Tourneau) will be gradually phased out or replaced by other brands.

For the Swiss watchmaking industry, this marks the end of an era, as Carl F. Bucherer was one of the few remaining legacy brands with continuous family ownership. Enthusiasts and collectors may see increased interest in past Carl F. Bucherer models, and market price may rise consequently, including collaborations such as last year’s limited edition Worldtimer by Hodinkee.