Luxury watches have always been a piece of lucrative jewelry for men and women. Those watches are made of quality materials and as a result, they look amazing and very expensive. 

Tourneau is one of these luxury brands. In this article, we will talk about who makes Tourneau watches and if you should buy one in 2022.

Does Bucherer Own Tourneau?

Since 1990, the Tourneau watch has been a prominent name in the USA luxury watch market. It was founded by the Wexler family in 1930. Their first shop was on Madison Avenue. Later in 1997, they opened the world’s largest watch store in Las Vegas. 

But, in 2018, Tourneau was purchased by Bucherer AG, a European retailer of luxury watches. Since then, the name Tourneau has been replaced by Bucherer. Tourneau has more than 30 retail locations in the USA, and all of them are replaced by the name Bucherer.

About Bucherer

Bucherer started their journey back in 1988, in Switzerland. Switzerland is renowned for its extensive watch industry. Swiss-made watches are known to be the finest and most sophisticated ones in the world. 

Carl-Friedrich Bucherer was the founding father of Bucherer. After him, Ernst and Carl Eduard Bucherer, sons of Carl-Friedrich and Luise, joined the family business. In 1924, they partnered with Rolex. 

In 2001, they started a separate company, Carl F. Bucherer, honoring their founder. On the eve of their 125th anniversary, they opened the world’s largest watch and jewelry store in Paris. Finally, in 2018, they took over Tourneau. 

So, the answer to your question does Bucherer owns Tourneau.

Does Bucherer Own Rolex?

No. Oftentimes this question comes to people’s minds when they see Rolex in the Bucherer store or website. The truth is both of them are independent companies. Rolex is owned by Hans Wilsdorf.

However, as we have mentioned earlier, Rolex and Bucherer are partners. Rolex makes watches and Bucherer is their retail seller.

Why Did Bucherer Buy Tourneau?

Tourneau is a big name in the USA market. They had around 30 retail stores at the time of the purchase. On the other hand, Bucherer is also a big name in the watch industry all across Europe. 

The purchase was made to solidify the standing of Bucherer in the USA market. Not only they took over the name, but also they have created more scope to sell their already in-lined products, such as Rolex, Patek Philippe, etc. 

Also, as mentioned earlier, they are looking forward to establishing their brand, Carl F. Bucherer. This acquisition will give them a good opportunity to establish their brand and spread business all across North America. 

Let’s get back to Tourneau.

Tourneau Watch Review

The buzz around Tourneau watches wasn’t exactly great before the takeover. Customers were always asking questions like – are Tourneau watches any good? Or, Is Tourneau a good brand?

Before answering these questions, here are few general aspects you should remember before deciding to buy a luxury watch –

🔷 Understand The Price & Depreciation

The most important aspects of a luxury watch are how much you’re about to pay and how much you will get when you sell it. Unlike other products, some luxury watches depreciate in reverse. Meaning, the older and scarce they get, their prices get higher. 

For example, the Patek Philippe Nautilus reference 5711 has a recent price tag that doubles the original retail price. However, not all luxury watches act in the same way. Some depreciate way quicker than others.

To be on the safe side, always look for a mix of quality and unique design. The material and design language have to be unique so that it transcends over time. Remember, price is not the key here. Selecting the right watch is.

🔷 Brand Matters

The luxury watch market is very brand-driven. For example, there’s hardly any Rolex watch that will let you down. They are made awesome, resell value is the strongest and allows a sense of belonging. 

But the main point is, well-known brands are careful about their brand image. So, not only do they make a good quality product but also they provide superior customer service. They always look forward to making their customers feel special.

🔷 Buying Second-Hand Watches

Buying a second-hand watch is a personal choice. Mostly because good second-hand watches do provide value. You can get a good watch at a lesser price. A lot of people buys second watches and there is a big market of re-selling luxury watches. 

However, the feeling of buying a new watch somewhat fades away in this case. So, if you ask us, we would suggest you look at both options. If you can find a good deal on an old watch, buy it. Branded watches do last longer, 

But, if you can afford to buy a new one, go for the newer one, especially if it is your first watch. The feeling can be something exceptional.

🔷 Is Tourneau a Good Brand?

Yes, they are indeed a good brand. They have been in the market for over a hundred years. If the products weren’t good enough then obviously they could never have sustained the good long run. 

Also, the acquisition by Bucherer speaks of the high volume of the watches. If Tourneau wasn’t any good, then there was no reason for them to buy the entire company and add their name with it. 

However, the question arises when you compare it with the competition, it gets tough to choose them. There are some big names involved in the price range, like – Grand Seiko, Tudor, Casio, etc. 

A brand new Tourneau watch price is quite similar to these brands.  And these brands hold their price better than Tourneau. So it is complicated. 

So, our suggestion will be, if you’re determined to go for a Tourneau/Bucherer, go for it. They are good watches and won’t disappoint you. 

But, if you are willing to explore, we would suggest you look at other brands as well. Chances are you’ll end up with a better deal. 

Final Words

Throughout the article, We tried to answer all of your confusions, like – who makes Tourneau watches, and is Tourneau a good brand or not. Hopefully, if you decide to go luxury watch shopping now, this article will come in handy.

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Max Stokes Author

Hi, and welcome to WhoMakeHub. My name is Max Stokes. I am a degree qualified journalist and a passionate blogger! It is this combination of knowledge and curiosity that brought WhoMakeHub to life. On you will find detailed information about product makers and manufacturers. After building this site over several years I have some great industry sources and contacts which help me bring the FACTS and the odd secret to our articles! This helps you in selecting the best products for your specific needs at any point in time.

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