Bucherer offers a choice showcase for its second-hand watches
The world’s largest watch boutique now houses an area dedicated to luxury second-hand watches, an increasingly important market.
Located at 12, boulevard des Capucines, in Paris, in a listed building, Bucherer’s Parisian flagship store is the largest watch and jewellery store in the world. The Swiss company is one of the leading sellers of luxury watches, with strong partnerships with the Richemont group (Cartier, Panerai, Vacheron Constantin, Jaeger-LeCoultre, Piaget…) and Rolex.
For several years now, and with the takeover of the American company Tourneau in 2018, the honourable family business founded in 1888 has also been offering luxury second-hand watches, which are sold online on the Bucherer website and now benefit from physical displays in the group’s boutiques in Geneva (since September 2019), Zurich and Hamburg (since October 2019) and, since spring 2020, in Paris.
A Bucherer certificate, a guarantee of quality
The Bucherer Gallery concept allows customers to discover the “Certified Pre-Owned” (CPO) models offered by the brand. The CPO is a certificate developed by Bucherer to guarantee the quality of these watches. Once received by the brand’s watchmakers, the watch undergoes a battery of tests to determine its authenticity, condition and hidden defects. If necessary, Bucherer experts repair the watch before signing the CPO certificates themselves. Each watch is guaranteed for 2 years.
Taking advantage of its portfolio of 34 boutiques in Europe, its army of experts – the company has 2,400 employees – and its strong online presence, Bucherer intends to be one step ahead of the competition by offering a physical/online retail cocktail that most sellers of luxury second hand watches cannot afford, focusing on one or the other channel.
A good idea from Bucherer, as the market for vintage collector’s watches is booming.A success that Antoine Rauïs, exclusive shareholder of Collection’heure, explained to The Good Life as follows: “ Si you buy a new Jaeger-LeCoultre model at 10 000 euros and sell it a few months later, it has lost half of its price, whereas an automatic model in yellow gold from the 1980s that you pay 3 000 euros will never be worth less than 3 000 euros. It’s a good father’s investment, less risky than shares listed on the stock market. »