Is Rolex Abandoning Its Heritage: The Truth About Its Oldest Watch Brand’s Future

Rolex’s Mysterious Move: What’s Next for Carl F. Bucherer?

In 2023, Rolex made waves in the watchmaking world by acquiring Bucherer, the world’s largest retailer of Rolex watches. This move marked a significant shift in the brand’s strategy, as it signaled a desire to exert more control over its market. But there was another piece to the puzzle: Carl F. Bucherer (CFB), a luxury watch brand that was included in the sale.

The Mystery Unraveled

At first, it was unclear what Rolex had planned for CFB. The brand claimed that the acquired company would continue to operate independently, but many wondered if this was just a ploy to assimilate the brand into the Rolex empire. Some even predicted that Rolex’s ownership would lead to a renewed interest in the 137-year-old brand.

The Unexpected Turn of Events

Fast forward to 2025, and it appears that those predictions were misplaced. Reports indicate that Rolex has decided to shut down CFB entirely. This news must be a shock to the employees at the brand’s factory in Lengnau, Switzerland, who were reportedly told of the shutdown.

A Legacy to Remember

Carl F. Bucherer was founded in 1888, making it the oldest brand under Rolex’s corporate umbrella. As such, the brand boasts an impressive legacy in watchmaking. CFB is known for manufacturing its own movements and utilizing unique proprietary technologies, such as its peripheral rotor system. This innovative design eliminates the need for a rotor to attach to a bridge or mainplate.

The End of an Era

As we bid farewell to Carl F. Bucherer, we can’t help but wonder what the future holds for the remaining brands under Rolex’s wing. Will Tudor continue to thrive in its own right, or will it eventually be absorbed into the Rolex empire? Only time will tell.