Industry / Retail / Watches

Bucherer Completes Flagship Revamp, Debuts Blue Collection in U.S.


Earlier this summer, JCK reported that Tourneau changed its name to Bucherer and was  turning Tourneau’s TimeMachine at 12 E. 57th St. in New York City into the Bucherer 1888/Tourneau TimeMachine American flagship. As of Sept. 1, the transformation was complete (aided by MBH Architects) giving the Lucerne, Switzerland–based watchmaker—which previously had operated stores only in Europe—a big foothold in the U.S. market.

To celebrate the reopening of the revamped 19,000-square-foot flagship, Bucherer is debuting a Bucherer Blue collection made available to U.S. customers for the first time.  Since 2016, more than 50 watches have been created in a collaboration between watch brands and Bucherer. They all have one thing in common: blue accents.

Piaget Possession blue
Piaget Possession Bucherer Blue, $18,400

The Bucherer Blue U.S. collection will comprise 27 watches, including a Breitling Navitimer Chronograph 41 watch in an azure color and a Piaget Possession diamond watch. There is also an Carl F. Bucherer Heritage Bicompax Annual with gradient blue dial and an ode to the New York skyline etched on the back. (Only 30 pieces of this watch will be made available, as an homage to the year 1930 when the first Tourneau store in New York City opened.) To further promote the range, there is also a custom-made Bucherer Blue Harley Davidson motorcycle in blue and rose gold, parked inside the store.

Tudor black bay bronze
Tudor Black Bay Bronze Bucherer Blue, $4,150

“For Bucherer Blue, our rich heritage in watchmaking and passion for innovation come together, offering our discerning customers a fresh, extraordinary perspective,” said Patrick Graf, Bucherer’s chief commercial officer, in a statement. “Bucherer is breaking new ground with exciting collaborations, also outside the watch industry. Each object,  whether timepiece, jewelry, or refined accessory, is a sign of a unique lifestyle with an individual, unexpected, and daring twist

Bucherer Blue is initially being sold in the New York flagship and online at The collection will be rolled out to all Bucherer 1988/Tourneau stores nationwide later this year. Eventually, the company said it plans to gradually phase out the Tourneau name.

Top: Girard-Perregaux Laureato Absolute Light Bucherer Blue, $91,200 (All photos courtesy of Bucherer)

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Kristin Young

By: Kristin Young

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