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Rolex’s Strategic Move: The Bucherer Acquisition and Its Impact on Luxury Watches

Rolex’s Acquisition of Bucherer: A Game-Changer in Luxury Watches

In a Surprising Turn of Events: Rolex Acquires Bucherer

In a surprising turn of events, Rolex, the legendary Swiss watchmaker, recently made headlines with its acquisition of Bucherer, a renowned luxury retailer with a significant European presence. This strategic move has sent ripples of excitement and intrigue throughout the watch industry, leaving both enthusiasts and investors eager to understand its implications.

The Legacy of Rolex and Bucherer

Rolex, known for its iconic timepieces and meticulous craftsmanship, has always held a special place in the hearts of watch collectors worldwide. On the other hand, Bucherer, a well-established luxury retailer founded in 1888, has become synonymous with elegance and exclusivity. Working together, already since 1924, these two names bring a wealth of history and prestige to the table.

The Driving Factors Behind the Acquisition

The acquisition appears to be driven by several key factors. One significant aspect is Rolex’s potential shift in its distribution strategy. Traditionally, Rolex has sold its watches through authorized dealers, and Watches of Switzerland Group has been one of its major retail partners. However, with the acquisition of Bucherer, Rolex now has the opportunity to explore and possibly take over the last part of the chain, potentially bypassing Watches of Switzerland Group.

The Impact on Stock Market

For investors and traders in the stock market, this development holds considerable significance. Watches of Switzerland Group, (LSE_SETS), a publicly traded company on the London Stock Exchange, derives a significant portion of its revenue from Rolex watches. The acquisition has raised questions about the potential impact on Watches of Switzerland Group’s stock performance, making it a topic of keen interest among investors. The stock of ‘Watches of Switzerland Group’ went down by 30% and closed with a loss of 20% on the 25th of August 2023, the day after the announcement by Rolex to buy Bucherer.

The highest price of the share was around 1500. At the beginning of 2023, the share price was around 1.000. Before the news, it quoted around 700 and the day after the news, the share fell to 500. Although that day the share recovered and closed at 550.

Rolex’s short reaction was that they decided to buy the Bucherer group because the family-owned company has no descendant at the present time and the current CEO is 86 years old and they want to maintain the long and strong relationship.

Market Sentiment and Speculation

Market sentiment and speculation are also driving factors in the aftermath of this acquisition. The uncertainty surrounding Rolex’s distribution plans and the potential shift in market dynamics may lead to increased trading activity.


In conclusion, the Rolex-Bucherer deal is not just a story of two iconic luxury brands coming together; it’s a strategic move that has the potential to reshape the luxury watch industry and impact the stock market. As investors and traders closely follow the developments, the watch world watches with bated breath to see how this acquisition will unfold and influence the future of luxury timepieces.

Kaspar Huijsman

‘’It’s a jungle out there, Trade Saf€’’
Vlogger at https://www.youtube.com/c/hugoinvesting
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Co-founder Alex Beleggersbank https://nl.wikipedia.org/wiki/Alex_(bank)

The information in this article should not be interpreted as individual investment advice. Although Hugo compiles and maintains these pages from reliable sources, Hugo cannot guarantee that the information is accurate, complete and up-to-date. Any information used from this article without prior verification or advice, is at your own risk. We advise that you only invest in products that fit your knowledge and experience and do not invest in financial instruments where you do not understand the risks.

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