“Extraordinary watches presented in a carefully crafted environment, captivating with their technical sophistication, complex mechanisms, aesthetic depth and artistic craftsmanship. Renowned manufacturers, independent brands and creative niche manufacturers coming together…”
It’s become a familiar story in just a few years, from Watches of Switzerland’s Brompton Road indie showcase in London to Time+Tide’s Discovery Studio down the road, all the way over The Pond to 1916 Company’s spectacular new multi-brand Philadelphia showroom.
The focus is not only on complications such as tourbillons, perpetual calendars and skeletonised watches, but also on the special history, design and philosophy behind each piece. And this is what Bucherer’s own ‘Masterworks’ initiative is bringing, globally and it’s growing under the new stewardship of mothership Rolex.
Selected flagship Bucherer stores for the Lucerne-based multiple, including Geneva, Lucerne, Zurich, Berlin, Frankfurt, London, New York and Las Vegas, are now home to dedicated areas where Masterworks creations are presented, explained and compared in a sophisticated environment. The calm, elegant atmosphere invites visitors to discover the unique character of each masterpiece.
The opening of a new Masterworks area in London’s Covent Garden boutique in July 2025 has now marked another important milestone. Made all the more special by being integrated into the ground floor of the Royal Opera House.
Cleverly integrated within the store, customers can experience watchmaking craftsmanship in a unique way across 30 square metres. A large table in the centre is intended to strengthen the community aspect and encourage exchange.
The Swiss retailer is not simply aiming to sell ‘Masterworks’ from brands like Ulysse Nardin (FREAK pictured above), Girard-Perregaux et al., but also to inspire its customers and share its expertise as a leading destination for the finest watchmaking craftsmanship. The platform is therefore aimed at a wide audience – from connoisseurs and collectors to curious first-time buyers and anyone who values the highest degree of individuality and quality.