For over a hundred years the name Tourneau has been a familiar one to American watch enthusiasts. Its first stores date back to 1900 and have been open since the Wexler family brought their brand over from Eastern Europe to the USA. Their brand has since expanded over 28 stores in over 10 different states, and they specialize in watch selling new and certified pre-owned luxury watches.
This year, the luxury Swiss watch retailer Bucherer has purchased Tourneau from Leonard Green & Partners, branching out its European reach into the critical market of North America. This exciting acquisition has transferred the brand and its stores to the European giant, who will certainly bring their luxury watch and jewelry expertise to the Tourneau brand. The CEO of Tourneau, Ira Melnitsky, referred to Bucherer as a “dream partner,” stating that “A Swiss company with 130 years of history in the industry, Bucherer understands fine watches like few others, making them the ideal partner for Tourneau.”
Only last year the brand also acquired The Watch Gallery brand and stores in London, choosing this location due to its international status and its long-standing tradition. With an already established presence in Scandinavia and their headquarters based in Switzerland, Bucherer is rapidly becoming one of the world’s leading retailers for luxury watches.
This success can be traced back to its founding in Lucerne, Switzerland. It is this company that made a key partnership with Rolex in the 1920s, long before the luxury watch brand became as globally renown as it is today. With their recent expansion, they are set to become one of the world’s largest Rolex retailers, a partnership that is nearly 100 years old. This partnership began between the founder of Rolex and mechanical genius, Hans Wilsdorf and the son of Bucherer’s founders, Ernst Bucherer. They have been partnered with Rolex since before the infamous invention of the dustproof and waterproof invention of the wrist-watch, and have been associated with Rolex through all of its incredible successes and milestones since.
Other key brands that Bucherer sell include the oldest fine-watch manufacturer that is still run and operated by the original family. Audemars Piguet, another Swiss legacy, is nearing its 150th anniversary, and with the acquisition of Tourneau, we can expect more Swiss royalty like this one to become a more frequent sight on the wrists of Americans.
The purchase of Tourneau is key for Bucherer, who have stated that the move will help them introduce their own brand, Carl F. Bucherer, as well as improve the Tourneau brand and hospitality for the American consumer. Whether you are a long-time fan of Longines, an Olympic official timekeeper and official partner of the French Open Grand Slam tennis tournament, or are interested in something new, this recent purchase of Tourneau by Bucherer is a move to celebrate for all watch enthusiasts. This move is indicative of a global effort by the family-run company, ensuring a strong brand and worldwide service for all Bucherer customers.