Bucherer has reopened its showroom in Basel following a back to brick refurbishment that has introduced a moody new look for the Rolex-owned business.
The store, located in a historic building on Basel’s renowned Freie Strasse, has over 7,500 square feet of retail space over two floors including a larger Rolex shop-in-shop, customer lounges and a bar.
It aims to balance modernity and tradition in open plan spaces using materials such as marble, walnut wood and bronzed brass.
A statement staircase, clad in aluminium, connects the two floors, which are decorated with contemporary art work among the watch showcases for Tudor, Girard-Perregaux or IWC on the ground floor, which is also home to the Rolex area.
Upstairs, Rolex has a certified pre-owned watch display alongside Bucherer’s own curation of certified and guaranteed second hand watches from all other brands.
The second floor is also home to jewelry brands such as Chopard, Messika and Piaget.
