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Leading Watch Retailer Bucherer Enters the “Certified Pre-Owned” Market

Giant watch retailer and its e-commerce "Certified Pre-Owned" strategy.

| By Brice Goulard | 3 min read |
bucherer certified pre owned program

Bucherer, the world’s largest watch retailer, continues its expansion strategy. After the acquisition of The Watch Gallery LTD, London, and then Tourneau LLC and Baron & Leeds, both in the US, the Group now explores new territories. After decades spent on selling new watches, Bucherer launches today its “Certified Pre-Owned” program, authenticated and guaranteed second-hand watches for sale on the Group’s e-commerce website and on a dedicated floor at the Bucherer Gallery in Geneva (to start with). 

We want to redefine the luxury pre-owned watch market and offer these wonderful watches the platform and environment that they deserve as luxury goods,” says Guido Zumbühl, CEO of the Bucherer Group. Bucherer wants to raise “the level of trust with (its) customers that is necessary for the sale of pre-owned watches while also increasing awareness of CPO (Certified Pre-Owned) among the general public“. It has to be noted that both Tourneau and The Watch Gallery already had a pre-owned program, but CPO raises the bar to the next level.

The second-hand market can’t be denied anymore by brands and retailers. This market is huge and dominated by multiple dealers and online platforms, such as Chrono 24 or Chronext. Some brands have already taken the decision to test or to implement it, but most of these attempts are done on a relatively small scale. Retailers have been quite reluctant for the moment regarding CPO (Certified Pre-Owned). On the other hand, the second-hand market can be risky for final clients, who search for more transparency and certification of the watches they will invest in.

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Thus, the decision today of Bucherer, the world’s leading watch retailer, to implement a Certified Pre-Owned program on its e-commerce website and in dedicated stores is far from neglectable. It is a sign for the industry and the competitors, as the leader on the market of watch retail shows its strong interest in second-hand watches.

“Certified Pre-Owned” at Bucherer

All the watches for sale at Bucherer Certified Pre-Owned are tested, authenticated and come with a two-year guarantee. The selection comprises recent models or vintage watches. The certification program includes:

  • Full assessment confirming authenticity
  • Full case and bracelet ultrasonic clean and polish
  • Diagnostic test of all watch functions including date, rapid date change, chronograph operation and self-winding
  • Authentication of movement, repairs, original components and replacements
  • Time regulation and full test of power reserve
  • Water-resistance test on glass, crown and back seals
  • Provenance, box and papers

Bucherer Certified Pre Owned

One of the main advantages of Bucherer stands in its long-time partnership with multiple brands (such as Rolex, Cartier, Omega and more), as well as having its own in-house watchmakers and a large stock of parts. Bucherer is indeed an official service centre for some of the largest brands.

The watches included in the Certified Pre-Owned program will be available both online and in selected stores. This program is now opened to Switzerland only, but will be applied in other countries/boutiques in the near future: “In November 2019, Bucherer is planning to expands its CPO business to the German market (…) London will follow in 2020 with an exclusive project in Covent Garden, after which Bucherer plans to expand to Paris as well.” This is also a large difference with most of the pre-owned watches actors on the market: the ability to touch and feel the watches before deciding to buy them.

More details and watches available in the CPO program at

4 responses

  1. I am cautiously optimistic about this. A large part of the appeal of mechanical watches is often stated to be their longevity and repairability and Bucherer have the clout to do it right. The only two questions are
    1. Price requested for these pieces
    2. Amount paid to the previous owner.

    I don’t think many of us would mind paying a reasonable premium for a worry-free source of quality “CPO” watches. But is it reasonable?

  2. Just checked their site. Prices seem reasonable, but every bracelet is listed as 16.5cm long. That’s no use!

  3. It says it’s at least 16.5. Best to check with their online sales experts.

  4. Dear all
    I’ve bought a pre-used watch at bucherer Geneva Switzerland and at the first week I detected that something was wrong and I went back to the store. They took 3 months to deliver the watch again. I am not satisfied with the service after sell, and I sent an email to the director of the store. Never received an answer.

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