Story Highlight
– Bucherer increased sales by 11% to £109.2 million.
– Lost luxury watch concessions at Selfridges in January 2025.
– Retained Rolex store and two pre-owned islands.
– Covent Garden store became Bucherer’s central London focus.
– New lease for luxury retail property signed in January 2026.
Full Story
Bucherer experienced a notable shift in its operations in January 2025, as it relinquished control over the luxury watch concession area on the ground floor of Selfridges. Despite this change, the Rolex-affiliated retailer reported an 11% increase in sales, reaching £109.2 million, along with a significant rise in operating profit, which soared to £3.5 million for its latest financial year.
In mid-2024, Bucherer notified Selfridges of its decision to vacate the Wonder Room, an area that featured 12 islands dedicated to various watch brands. This popular retail space is now directly managed by Selfridges and continues to showcase a range of jewellery and watch brands through a traditional concession model.
Bucherer has maintained its presence in the vicinity by operating a Rolex store adjacent to the former multibrand area, alongside two islands featuring Rolex Certified Pre-Owned watches.
The company has shifted its focus for multibrand sales to its Covent Garden store, which has shown strong performance, as reported by a company spokesperson to WatchPro. Additionally, Bucherer runs a Rolex boutique in Knightsbridge and operates a multibrand outlet anchored by Rolex and Cartier within the Westfield shopping centre in West London, which reopened in March 2025 following a significant expansion and refurbishment.
In a noteworthy development, Bucherer confirmed it secured a new lease for a luxury retail property in central London in January 2026.
While the sales figures for 2025 broke records, the operating profits fell short of the previous highs achieved in 2016 and 2017, which approached £6 million. The firm is now concentrating on enhancing sales and profit margins, with an emphasis on increasing the speed of inventory turnover.
