Watches

Tourneau Reopens NY Flagship Under Bucherer Name

WatchesSep 08, 2021

Tourneau Reopens NY Flagship Under Bucherer Name

The revamped store, renamed following a 2018 acquisition, will bring Bucherer’s fine jewelry collection to the U.S. for the first time.

20210908_Bucherer store NEW.jpg
Following a 2018 acquisition, Tourneau’s New York flagship has reopened under the name “Bucherer.”
New York—Luxury watch retailer Tourneau has reopened its New York flagship after 18 months of renovation, this time under a new name.

The store is using the Bucherer name following its 2018 acquisition by the Swiss watch retailer.

The company will operate under the joint name “Tourneau Bucherer” for a year before switching solely to Bucherer.

The renovation of the 57th Street store, also known as the “TimeMachine” store, has been in the works since the acquisition, with plans to modernize the space and add more high-tech features.

Its famous clocks of the world display has been replaced with a state-of-the-art projection system that can display the time, clocks, or other customizable content. The storefront reads, “Bucherer 1888.”

Its glass counters have been swapped out for other displays, like a 20-foot-long artisan-made marble table.

Bucherer worked with nearly 40 brand partners on a new design concept to create a cohesive look for the store.

20210902_Tourneau Bucherer 1.jpg
The interior color scheme of the revamped store combines whites, warm neutrals, and dark hues.

The 18,379-square-foot, three-level space has designated sitting areas and a bar on each level, featuring a wine selection, picked out with the help of Sotheby’s.

“The introduction of Swiss hospitality will be a key theme for customers throughout the new store experience,” said the company in a press release about the new space.

A wall of windows allows for natural light to pour in, bringing a “bright, open, and airy” feeling to the lounge-inspired space.

Its certified pre-owned business “lends itself splendidly to the contemporary lounge atmosphere” and “plays an invaluable role,” said the company.

The interior color scheme combines whites, warm neutrals, and dark hues, bringing together marble, stone, wood, and metal elements.

The look is topped off with custom-made light fixtures, including crystal chandeliers and modern pendants.

The space will host curated art exhibits with gallery installations placed through the store. The art selection will rotate on a regular basis.

In celebration of the grand opening, there is a special exhibition of New York artists as well as in-store events, and other interactive experiences planned.

"Our heart and soul is in New York City. This is our flagship and it is the engine that drives the car," said Ira Melnitsky, CEO of Tourneau LLC and President of Bucherer USA.

"This is one of the most exciting accomplishments of my career without question. The entire store is intended to be a careful curation from start to finish."

SEE: Take A Look Inside The New Tourneau/Bucherer Store


Bucherer is leaning into the immersive open-concept experience, looking to be a destination shopping experience.

Bucherer’s service center and its watchmakers will be located on the concourse level, a first for the brand.

The top floor will house a dedicated lounge and display area for Bucherer’s fine jewelry collection, the first time it’s been available in the U.S.

The brand crafts one-of-a-kind jewels as well as more contemporary pieces.

In honor of its New York opening, Bucherer will introduce several New York exclusives, including one-of-a-kind “Fleur des Alpes” rings, each set with a different 7- or 8-carat center stone; and a three-piece Ladybirds Stars of America series of statement rings, set with “Big City Lights” diamonds, “Big Apple Red” rubies and “Hudson Blue” sapphires.

20210902_Tourneau Bucherer 6.jpg
The Bucherer Blue collection features watches created alongside partner brands.

The Bucherer Blue collection, which includes exclusive timepieces created in collaboration with partner brands, will also make its U.S. debut.

For the store’s launch, eight new Blue collaborations will debut, with two being exclusive to the U.S. market. 

The Blue collection is also expanding past watches, partnering with Harley Davidson on a Bucherer Blue motorcycle.

To celebrate the grand opening, “specially sourced exceptional pieces” will also debut at the new store.

“The idea is to showcase the fascinating universe of watches and luxury jewelry in a hybrid atmosphere that is unlike anything anywhere in the world. This truly unique boutique marks the fusion of our companies, becoming finally one under the Bucherer brand,” said Guido Zumbühl, CEO of the Bucherer Group.
 
Over the next two years, all of the more than 30 Tourneau stores across the U.S. will be rebranded as “Bucherer” and undergo a rebranding.

The company will launch its “Where will time take you?” campaign in the fall, following a teaser campaign that highlights the joining of the two brands.

 Related stories will be right here … 
Lenore Fedowis the associate editor, news at National Jeweler, covering the retail beat and the business side of jewelry.

The Latest

Asian Star’s diamond manufacturing facility in India
SourcingMar 27, 2024
Compliance, Caution, and Concern: The Current Outlook of Indian Diamantaires

There is a willingness to comply with new government-mandated regulations, with an insistence that they should be practical and realistic.

Kira Diam solar plant
Lab-GrownMar 27, 2024
Indian Lab-Grown Diamond Manufacturers Keep Growing

A combination of factors is driving growth in the industry despite the precipitous drop in prices across the board.

Bharat Ratnam, a Mega Common Facilitation Centre (CFC)
SourcingMar 27, 2024
Reinvigorating SEEPZ, the Epicenter of India’s Studded Jewelry Exports

The zone’s modernization will enhance and increase India’s jewelry manufacturing capabilities while aiding small and mid-sized businesses.

Jewelers of America Fly In Washington, D.C.
Brought to you by
How Jewelers of America Represents Your Business

For over 30 years, JA has advocated for the industry, fought against harmful legislation and backed measures that help jewelry businesses.

SRK Empire and SRK House
Policies & IssuesMar 27, 2024
SRK Exports’ Journey Toward Net Zero Impact

By the end of this year, SRK’s diamond manufacturing complexes will achieve net zero emissions, one of an impressive array of achievements.

Weekly QuizMar 21, 2024
This Week’s Quiz
Test your jewelry news knowledge with this short test.
Take the Quiz
Georgia May Jagger Tommy Hilfiger ad campaign
FinancialsMar 27, 2024
Movado’s Full-Year Sales Sink 11%

The company plans to invest $25 million in marketing initiatives to boost awareness around its namesake and licensed brands.

Hand holding shopping bags
SurveysMar 27, 2024
Consumer Confidence Held Steady in March

Optimism about the current state of the economy was offset by anxiety around inflation and the political environment.

BTYB-HoBrothers-updated.png
Brought to you by
The Scalable, Professional, and Effortless Solution for High-Demand Custom Jewelry Retailers

Ho Brothers offers scalable solutions for the future of custom jewelry.

Bernadette Mack
Policies & IssuesMar 27, 2024
Mercury Free Mining Hires Bernadette Mack

The former WJA executive director is MFM’s new managing director.

April Is Diamonds Do Good Month
Policies & IssuesMar 27, 2024
Diamonds Do Good Announces Its April Initiative

DDG encourages retailers to educate customers on the positive impact of purchasing natural diamonds.

Tiffany & Co. With Love, Since 1837
MajorsMar 26, 2024
Tiffany & Co. Debuts ‘With Love, Since 1837’ Campaign

Highlighting the most iconic Tiffany collections, it’s inspired by the company’s late window designer, Gene Moore.

National Jeweler columnists Duvall O’Steen and Jen Cullen Williams
ColumnistsMar 26, 2024
Creative Connecting: AI Tools and Tips for Social Media

Jen Cullen Williams and Duvall O’Steen explore how jewelers can save time and money by using AI to analyze engagement and create content.

Nordstrom Men’s Store New York City
MajorsMar 26, 2024
Nordstrom May Go Private, Says Report

The retailer previously turned down an $8.4 billion offer in 2018.

Interior of Miami Lakes Jewelers
IndependentsMar 26, 2024
Miami Lakes Jewelers to Close After 37 Years

The Florida store’s owner Miguel Gonzalez is retiring.

 International Gemological Institute
GradingMar 26, 2024
IGI Announces Tech for ID’ing Lab-Grown Colored Diamonds

The lab stresses the importance of accurate identification, as the difference in price is “substantial.”

Kendra Scott lab-grown diamond jewelry
CollectionsMar 25, 2024
Kendra Scott Debuts Lab-Grown Diamond Fashion Jewelry

The brand also plans to expand its retail footprint from 138 to 200 stores over the next three years.

Instappraise logo NAJA logo
Events & AwardsMar 25, 2024
NAJA, Instappraise Offering Scholarships for Aspiring Jewelry Appraisers

One is reserved for a NAJA member, the other for a non-member.

Carie Lehrke and Megan Mattice
MajorsMar 25, 2024
Borsheims Announces New VP of HR, Assistant Manager

Longtime employees Carie Lehrke and Megan Mattice have received promotions.

My Next Question graphic vintage jewelry webinar
Recorded WebinarsMar 22, 2024
Watch: How to Buy and Sell Vintage Jewelry

Three guests joined National Jeweler and Jewelers of America to discuss trending time periods, spotting reproductions, and more.

Chris Clipper and Robert Lepere
MajorsMar 22, 2024
David Yurman Announces New CFO, Chief People Officer

Chris Clipper and Robert Lepere join the company with 50 years of combined experience.

Nakard pyrite earrings
CollectionsMar 22, 2024
Piece of the Week: Nakard’s Pyrite Earrings

The trendy, metallic earrings wink at classic spring colors.

Stock image of police cars with their lights on
CrimeMar 21, 2024
Sparks Fly as Burglars Lose Safe on California Freeway

JSA said a man and woman pulled the safe out of an Oakland jewelry store but couldn’t quite get it into their van.

Grizzly Mining rough emeralds
SourcingMar 21, 2024
Grizzly Sells 4,145-Carat Emerald for Over $1M

The miner’s March auction generated $19 million.

Helen McCluskey
MajorsMar 21, 2024
Signet Jewelers Names New Board Chair

Helen McCluskey will succeed H. Todd Stitzer when he meets his 12-year term limit in June.

Julia Roberts wearing a Chopard necklace
CollectionsMar 20, 2024
Julia Roberts Co-Designs New Chopard Jewelry Collection

“Chopard x Julia Roberts” showcases the first gems cut from the 6,000-carat-plus “Insofu Emerald."

Tanzanite white gold ring Jared
FinancialsMar 20, 2024
Signet’s Q4 Same-Store Sales Sink 10%

The jewelry giant also posted a double-digit drop in same-store sales for the full year.

Gold and diamond Baume & Mercier watch Elvis gave to Dodie Marshall
AuctionsMar 20, 2024
Vintage Baume & Mercier Gifted by Elvis Going Up for Auction

Elvis gave the watch to actress Dodie Marshall after filming “Easy Come, Easy Go.”

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy