It’s the end of an era, as Carl F. Bucherer (CFB) is to be discontinued, reports Swiss business publication Bilanz. The decision comes in the wake of Rolex’s landmark acquisition of Bucherer, announced in August 2023, which represented one of the most significant shifts in luxury watch retail in recent decades. While the Bucherer acquisition strengthened Rolex’s retail presence across Europe and the United States, it also brought with it the legacy of the Carl F. Bucherer brand.

According to industry sources cited by Bilanz, CFB had been operating at a consistent loss despite achieving impressive sales figures between 80 and 100 million Swiss francs in its best years. The total losses are estimated at around 250 million Swiss francs over the brand’s lifetime. 

In its wake, the CFB brand had unprecedented access to Bucherer’s extensive retail network, spanning approximately 250 stores, including 50 directly operated by Bucherer and its U.S. subsidiary Tourneau. 

It’s reported that approximately 100 employees are affected. Neither Rolex nor Bucherer have officially commented on these developments. However, Rolex is reportedly working to relocate many of these employees within the group, with about 70 production staff from the Lengnau facility near Biel potentially being offered positions at Rolex’s new factory in Bulle.