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Bucherer's in house watch brand given its own sales area within the iconic showroom, and launches a New York special BLUE edition.
Held on Wednesday, September 29th, the business described the event as “a very special moment” as it entered the US market.
Carl F. Bucherer is showing it feels just at home in the USA as parent company Bucherer by releasing a timepiece inspired by a classic 1949 Lincoln Cosmopolitan Town Sedan.
Bucherer 1888/Tourneau showroom has 27 Bucherer BLUE watches including several American exclusive timepieces.
Three years after Bucherer bought Tourneau in the United States the refurbishment of the Manhattan Time Machine flagship has been completed and wide-eyed customers are being welcomed into the 19,000 square foot emporium.
A fresh promotion visually makes the link between Switzerland, represented by the peak of the Matterhorn in The Alps, with New York and its iconic skyline dominated by the Empire State Building.
2020 was a record-breaking year for Tourneau, which has been owned by Bucherer since 2018, and 2021 will be even bigger, says Patrick Graff.
Together, they occupy retail space of 4,000 square feet. They have their own entrances, but are connected within the showroom.
Full details and a confirmed opening date are still to be finalized, but Bucherer's chief commercial officer says Time Machine will be no ordinary multibrand showroom.
Venerable institutions, which for several centuries have been competing for the spending of affluent watch and jewelery collectors, and are now teaming up to cross-promote sales of certified pre-owned timepieces.