What does Rolex’s acquisition of Bucherer mean for its retail future? The Swiss timepiece brand has bought one of the world’s largest watch retailers in a ‘shock’ move for other official dealers

Bucherer has more than 100 stores worldwide and will continue to operate independently, keep its name, and sell other watch brands, Rolex said in a statement. Financial terms weren’t disclosed.

Rolex said the decision to buy the Bucherer business was made after the family controlling the retailer decided to sell, and based on a decades-long relationship between the two private Swiss companies.

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Rolex said relationships with its current retail partners, known as “official Rolex authorised dealers”, will continue unchanged.

Still, the acquisition will give the storied brand more control over the sale of its watches, both new and pre-owned.

Jon Cox, head of Swiss equities at Kepler Cheuvreux, said Rolex making a move into retail could have implications for listed sellers such as UK-based Watches of Switzerland Group and The Hour Glass in Singapore.

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However, the company’s statement that the deal was done in part based on the long-term relationship with the Bucherer family could make the impact on other retailers “somewhat limited”, he added.

The Bucherer acquisition marks the second significant shift in retail strategy for Rolex in less than a year. The company unveiled a programme in December to issue certificates of authenticity for its used watches that are sold at authorised dealers, including Bucherer.

Rolex timepieces dominate the second-hand market, accounting for more watches bought and sold by value than any other brand.