For watch lovers, today’s news isn’t great. According to Swiss financial outlets Bilanz and Handelszeitung, Rolex is officially shutting down Carl F. Bucherer, the historic brand they acquired in 2023. The move was expected, but it’s still sad for Swiss horology.
A Family Legacy Cut Short
Founded in 1888, Carl F. Bucherer was one of the last Swiss brands still owned by its founding family before Rolex took over. Despite solid movements and traditional designs, the brand never became a financial success.
What Happens Now?
On February 7th, employees were informed of the closure. Rolex will focus on retail and distribution, and Carl F. Bucherer watches will disappear from shelves. The brand will close about 250 stores worldwide.
Why Did Rolex Shut It Down?
Bucherer never reached the popularity of Patek Philippe or Audemars Piguet. Rolex acquired the company mainly for its retail network, not its watchmaking, to better control the sales of its own watches.
What About Collectibility?
With the brand shutting down, collectors may show more interest, and prices for Carl F. Bucherer watches could rise.
Final Thoughts
Losing a historic brand is always sad. Carl F. Bucherer wasn’t the most popular, but it had history and character. Rest in peace, Carl F. Bucherer.
