Thoughts on Rolex Acquiring Bucherer: Is Rolex Changing the Industry Again?

Credits: Article and images by Raman Kalra @ Quill & Pad. See the original article here - https://quillandpad.com/2023/10/13/thoughts-on-rolex-acquiring-bucherer-is-rolex-changing-the-industry-again/

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Then there is the consideration of consumer data. Will other brands be content with Rolex knowing which models are doing better than others? Of course, Bucherer is a small portion of sales across all other platforms worldwide, but there is still some insight to be gained.

Given these questions, could it lead to a pullback from these names or even a push into more brand-owned boutiques?

The flip side is Rolex’s popularity. If consumers are drawn to Bucherer stores for Rolex, can these other brands afford not to be in front of the footfall? There is a scenario where Rolex takes its boutique design to the next level. It will become the place to go to experience their watches and this could spill over to the other watches on offer.

If by improving the boutique experience across all names, Rolex would be the go-to boutique for the sale of any watch, they benefit. Again, not just monetarily, but also with information. If someone were to buy a dark green Omega Seamaster 300m or a JLC Polaris, why would Rolex not want to know that?

Rolex boutique

Finally, how does this affect other distributors of Rolex? There is no scenario where I see Rolex pulling back from its established relationships. Bucherer does not have the reach to replace everyone, at least in its current state. However, I can see a situation where the more coveted Rolex models are saved for Bucherer only. This is an aspect that came up on a Theo & Harris podcast and wanted to share it with you because I agree.

Other ADs could receive models like the Datejust and Oyster Perpetual (as well as some token references from the Professional range), but the majority of those in-demand models are saved for the Bucherer stores. If you wanted a Daytona, Yachtmaster or GMT at any point, the way to have the best chance is to buy shopping with Rolex directly. This would lead to a natural gravitation towards the Bucherer name given the level of demand experienced here.

Final Thoughts

The acquisition of Bucherer by Rolex has sparked both shock and excitement in the industry. While it may not seem like a big deal, the move marks the first time a watch brand has entered the retail space in such a significant way. Especially as that same brand has the greatest market share of Swiss watch brands and now distributes watches from its competitors.

The initial impact I believe will be relatively straightforward. We can expect Rolex and Tudor watches to be sold in all Bucherer stores, but beyond that, there may not be any immediate changes. However, what could happen further down the line is interesting. There are many paths that Rolex could take, all benefiting their own brand. Yet, these paths could all lead to changes within the broader industry.

For now, we can only discuss our opinions and speculate, but I am keen to see how this evolves.

You can read more articles by Raman Kalra at www.thewatchmuse.com.