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Word on the streets is that Rolex might shut down its multimillion-dollar acquisition—Carl F. Bucherer. The watch giant acquired Bucherer AG in 2023 alongside the 137-year-old luxury watch retailer, Carl F. Bucherer. Hypebeast reported on February 8, 2025, that the estimated 250 million CHF investment in the brand didn’t yield a profitable return, hence the decision to shut it down.
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Nerbezel Magazine further revealed that employees at the luxury retailer had been informed of the impending closure, and the Carl F. Bucherer watches available at 250+ retailers, including the brand-operated stores and its US division, will gradually be replaced by other brands.
Continue reading for more details on the reported closure of Carl F. Bucherer.
Everything we know about Rolex reportedly shutting down Carl F. Bucherer
Before its acquisition by the luxury watch brand, Bucherer was one of the world’s largest watch retailers and boasted over 100 sales outlets worldwide. Watch experts theorized that Rolex might have acquired the retail giant to transition into a direct-to-consumer approach, better understand product performance, and control the secondary watch market.
If the rumors are true, it would mean the end of the legacy brand of the Bucherer family. The Bucherer watch brand has a storied history in the Swiss watch industry, and more than a few watch aficionados would be sad to see it go.
In other news, Rolex celebrated the 25th anniversary of the Rod Laver Arena at the recently concluded 2025 Australian Open. The Geneva-based Swiss watch brand, the official timekeeper of the Australian Open since 2008, commemorated the 25th anniversary of the Rod Laver Arena.
The historic Melbourne Park’s Centre Court arena was renamed Rod Laver Arena in 2000. Rolex testimonee, Jannik Sinner, competed at the event and won the Norman Brookes Challenge Cup again. Sinner spoke on the impact of the luxury watch brand on his career journey in tennis:
"It’s an amazing feeling to share this moment with my team. For me, this is the most special Grand Slam and the support has been incredible. These are the moments I practice for – to be on the big stages in the biggest moments of my career. The first time I wore a Rolex was in Australia, and I feel very honored to be in this position again.”
Other testimonees of the luxury watch brand at the 2025 Australian Open included Coco Gauff, Belinda Bencic, and Qinwen Zheng.
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