The Watch Retailer Bucherer Moves Into New York

The new watch retailer alongside East 57th Street — Bucherer 1888 TimeMachine — may not be acquainted to Americans.

But the Bucherer Group, which has bought luxurious timepieces because it was based in 1888 in Lucerne, Switzerland, has 35 multi-brand shops in six European nations. There is also a watch model — known as Carl F. Bucherer, in honor of the corporate’s founder — in addition to a group of wonderful jewellery.

And now, with the opening of the three-level Manhattan flagship, it has its sights on rising within the United States.

The location — subsequent door to the non permanent Tiffany & Company flagship and throughout the road from Chanel and Louis Vuitton — had been occupied since 1997 by the American watch retailer Tourneau, which Bucherer purchased in 2018. (The acquisition, Bucherer has mentioned, made it the world’s largest watch retailer, with greater than 90 shops.)

Renaming the location was the ultimate contact on an intensive renovation that took virtually two years to finish, and the corporate described it as strategic. “The first thing is to have Bucherer 1888 in the mind of the U.S. customer,” mentioned Guido Zumbühl, Bucherer’s chief govt.

Tourneau is to proceed as a enterprise entity in the interim, however its two different Manhattan areas had been relabeled Bucherer 1888 this month; its 18 different multi-brand shops in 10 states will comply with go well with. The firm estimates the adjustments will take a few 12 months to finish.

“We don’t want to confuse people and have two names on the storefront,” mentioned Ira Melnitsky, Tourneau’s chief govt since 2013 and now additionally president of Bucherer USA.

Bucherer, which started as a watch boutique that primarily bought its personal timepieces, now sells different manufacturers in 35 multibrand shops in Europe and can proceed that custom in its new retailer.Credit…Benjamin Norman for The New York Times

But, at the least within the quick time period, gross sales receipts and purchasing luggage will embody each names; the Tourneau gross sales web site remains to be dwell, though co-branded with Bucherer 1888; and among the single-brand boutiques that Bucherer operates — just like the Rolex and Tudor shops that opened in July in New York’s Meatpacking District neighborhood — nonetheless embody the Tourneau identify. And the Manhattan flagship’s official identify contains the phrase TimeMachine, which Tourneau has used for the location since 1997.

(The identify Bucherer has two pronunciations, too: It is most appropriately pronounced BOO-kuhr-err, however many Francophone audio system say BU–share–ehr as an alternative.)

Bucherer is privately held and gained’t share its earnings, however — like many companies, significantly those who depend on vacationers, as many watch sellers do — it has confronted challenges over the previous 18 months. In August 2020, it laid off 370 of its 2,400 workers, and it bought the Swiss retailer Juwelier Kurz, which it had owned for 20 years. (Tourneau closed a number of areas lately, too.).

And whereas the Bucherer web site has the type of lavish presentation and well-lighted product photographs frequent on model and retail websites nowadays, it doesn’t promote all of its watches on-line — as an alternative directing potential consumers to finish an internet type or to name the corporate immediately.

Bucherer started as a watch boutique that primarily bought its personal timepiece assortment. It remains to be family-owned; the founder’s 85-year-old grandson, Jörg G. Bucherer, is chairman of the corporate’s board of administrators.

The model’s watches vary from a 28-millimeter stainless-steel quartz mannequin (1,700 Swiss francs, however bought within the United States for $2,150) to a 43.Eight-millimeter pink gold tourbillion minute repeater (380,000 Swiss francs). They can be found at Bucherer boutiques in addition to from retailers in additional than a dozen nations, together with India and China.

“From a communication point of view, it is going to be a challenge to have these two really be split into ‘This is the Bucherer retailer’ and ‘This is Carl F. Bucherer, the watch brand that is as serious a watch brand as anything can get,’” mentioned Roger Ruegger, editor in chief of WatchTime journal.

The new retailer in Manhattan marks the model’s U.S. debut and indicators its hopes of capturing a brand new market.Credit…Benjamin Norman for The New York Times

Bucherer’s shops are the unique gross sales factors of its wonderful jewellery assortment, and a big division within the Manhattan flagship marks its U.S. debut. It ranges from a rose gold band with six pastel sapphires (1,100 Swiss francs) to a one-off pair of earrings with almost 9 carats of pink and white diamonds ($three.5 million, solely on the flagship retailer).

The firm’s objective, like many watch retailers right this moment, is to draw prospects with an environment that’s inviting and significantly interesting to youthful consumers. That may clarify the three bars for guests to the Manhattan flagship and the big Harley-Davidson bike parked inside the doorway. “That will draw a youthful crowd,” mentioned Erwan Rambourg, international head of shopper and retail analysis at HSBC, “and, at the end of the day, that younger crowd is really what moves the needle in luxury.”

Bucherer additionally goals to face out in a crowded retail universe. “This differentiation is very important for us: that you really have a purpose or reason why you should visit our stores or website rather than go to another store,” Mr. Zumbühl mentioned. In 2016, for instance, it launched a group of watches known as Bucherer Blue, unique fashions which are blue, the retailer’s signature coloration, from manufacturers like Longines and Blancpain.

Guido Zumbühl, chief govt of the Bucherer Group (left), and Ira Melnitsky, chief govt of each Bucherer USA and Tourneau, which the group purchased in 2018.Credit…Benjamin Norman for The New York Times

Over the previous few years, Bucherer additionally has expanded its collection of licensed pre-owned watches: They now are carried at 24 shops in Europe and Britain, and seem on the web site. Mr. Zumbühl mentioned he feels the resale market is rising, so rising the model’s market share is a precedence. And their presentation is noticeably upscale: within the Manhattan flagship, the division is adjoining to a lounge the place purchasers are supplied a complementary glass of wine from a variety curated by Sotheby’s specialists.

Bucherer will not be the one multi-brand retailer making an attempt to develop its attain. Watches of Switzerland, which opened its first American location in 2018, now has greater than 100 boutiques in Britain and the United States and just lately introduced plans to unfold into the European Union. But its purchases, akin to the Florida-based retailer Mayors, are likely to preserve their very own names relatively than adopting that of their new father or mother company.

“Watches of Switzerland is a bit more innovative and faster-moving than Bucherer,” Mr. Ruegger of WatchTime mentioned, “but Bucherer doesn’t have to be because they’re not publicly traded.”

“Bucherer is a family business, and that tells you all,” mentioned Jean-Marc Pontroué, chief govt of Panerai, which is carried by each retailers. (It additionally operates a number of Panerai boutiques, together with one scheduled to open later this 12 months in Interlaken, Switzerland.) “They are having a long-term view.”

Mr. Zumbühl mentioned that extra growth, together with into new areas, is a chance. “We need a bit more time to see, to digest the Tourneau case and then, probably, why not?”