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.
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.
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.
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.
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