In a maybe not-so-shocking turn of events, news just broke that Rolex has acquired or is in the process of acquiring Bucherer. It’s a known fact that Rolex, over time, integrates trustful and longstanding partners, including suppliers, into the Rolex group. It has done so many times before and will probably continue to do so in the future. What’s important, however, is that with the acquisition of Bucherer, Rolex integrates one of the largest retail and distribution networks (if not the world’s largest) for watches into its activities. With 100 points of sales points of sales worldwide, Bucherer is indeed a formidable brand.
For close to a century, Rolex and Bucherer have been working closely together and have contributed to each other’s success. Today, with this acquisition, the partnership is becoming an integrated partnership. Bucherer, however, will continue to operate independently and under its own name. Since late last year, Bucherer was also announced as the official partner of Rolex’ Certified Pre-owned programme, which only intensifies things. This integration is also a clear indication that distribution and sales are key topics in today’s watchmaking business for Rolex. The integration will be effective once the acquisition has received the green light from the completion authorities. The company also states that the relationship with other official retailers in its sales network will remain unchanged. But what about retail chains like Watches of Switzerland? Time will tell.
With approximately 1.2 million watches produced and sold each year, resulting in a turnover of more than CHF 10 billion, Rolex is the leading company within the industry. Its sister company Tudor, which will very likely also benefit from this acquisition, produces an estimated 350,000 watches per year with a turnover between CHF 600 and CHF 700 million (according to estimations delivered by Morgan Stanley).
For more information, please visit Rolex.com.