Story Highlight
– Bucherer to open four new showrooms in the U.S.
– First store location: Rolex boutique in Seattle, fall 2026.
– New flagship store planned for New York’s 5th Avenue.
– New multi-brand showrooms in Washington, DC; Williamsburg, Brooklyn.
– Bucherer currently operates 40 showrooms across the U.S.
Full Story
Bucherer, which became part of the Rolex family in 2023, has announced plans to establish four new showrooms across the United States by 2027.
A representative from Bucherer confirmed to WatchPro that the first of these locations will be a dedicated Rolex boutique, set to debut in Seattle this autumn.
Following this, a significant Rolex USA flagship store will open on Fifth Avenue in New York City, expected to launch between late 2026 and early 2027. Bucherer will oversee the operations of this expansive venue, which will cover an impressive 43,000 square feet across four levels, making it the largest Rolex store globally.
Additional multi-brand showrooms are in the pipeline for Washington, DC, and Brooklyn’s Williamsburg area, with openings planned for 2026 and 2027, respectively.
At present, Bucherer operates 40 multibrand and monobrand showrooms throughout the United States, eight of which are located in New York City. The company’s portfolio expanded significantly in 2018 with the acquisition of Tourneau, a move that provided them with a network of 28 stores across ten states and the foundation for a robust e-commerce platform.
Over the past few years, Bucherer has focused on revitalising and rebranding its existing store locations, including the flagship Time Machine in Manhattan and the Time Dome in Las Vegas, while also pursuing new openings.
This expansion strategy follows a similar pattern set by Watches of Switzerland Group, which entered the US market by acquiring Mayors in 2017 for approximately $108 million. Its operations have since grown to 65 stores, achieving a turnover of roughly $1.24 billion for the financial year 2025/26.
