WatchesJun 21, 2021
Pre-Owned Luxury Watch Market Growing Quickly, Says McKinseyWatchesJun 29, 2021
Tourneau Stores To Be Renamed
Also, the famous “clocks of the world” display at its New York City flagship will soon be no more.
The Tourneau flagship store on 57th Street in New York. After being acquired by Bucherer in 2018, the watch retailer will change its name as well as the iconic clock facade of the flagship. (Image courtesy of WIkimedia Commons/Alexisrael)
New York—Luxury watch retailer Tourneau is undergoing a name change.
Following its 2018 acquisition by Swiss watch retailer Bucherer, the company will gradually transition to using the Bucherer name.
First reported by WWD, the company did not respond to National Jeweler’s request for comment.
Beginning this summer, Tourneau’s network of 31 U.S. stores will be rebranded as “Tourneau Bucherer” for one year.
Following that one-year period, the name will permanently change to “Bucherer.”
The new name will also carry over to its packaging and advertising.
The rebranding plan has been in the works since 2018, shortly after the acquisition.
Bucherer’s acquisition of Tourneau was its first step outside of Europe, giving the luxury retailer a foothold in the U.S.
Related stories will be right here …
Bucherer’s acquisition of Tourneau was its first step outside of Europe, giving the luxury retailer a foothold in the U.S.
Bucherer was founded in 1888 when Carl-Friedrich Bucherer and his wife Luise opened a jewelry store on Lake Lucerne in Switzerland.
Tourneau’s story began in 1900 when the Wexler family opened their first jewelry store in Eastern Europe.
Between 1924 and 1925, M. Wexler Watchmakers & Jewelers opened in Manhattan, and the Tourneau family emigrated from Paris to New York and opened a watch counter in the Berkshire Palace Hotel.
As Tourneau’s business began to grow, the Wexler family took note and acquired the company in 1975, later selling to Green Equity Partners in 2006 but retaining part of the business.
The investor group, an affiliate of private equity firm Leonard Green & Partners that also included members of the Wexler family, sold to Bucherer in 2018.
Ahead of the name change, Tourneau is renovating seven of its stores, including its flagship New York City location on 57th Street, famous for its clocks of the world display.
As part of the renovation, the clocks will be replaced with something more high-tech, said Ira Melnitsky, CEO of Tourneau and president of Bucherer USA, in an interview with WWD.
Tourneau has plans to give the whole fleet of stores a makeover.
The company intends to open new stores in the coming years, said Melnitsky, noting that physical retail is still an important element of its strategy.
LVHM CFO Jean Jacques Guiony shared similar sentiments about the importance of physical retail in a CNBC interview last week.
Editors' Picks
Sponsored by
More on Watches
The Latest
CollectionsSep 28, 2026
De Beers London Drops Water-Inspired High Jewelry Collection“Vibrations” features several firsts for De Beers’ high jewelry, including the use of chalcedony and diamonds sourced from artisanal miners.
CollectionsSep 28, 2026
Jessica McCormack Turns to Classic Motif for New CollectionThe “Bows” collection features three interpretations of the bow motif designed with Georgian and Victorian influences.
Events & AwardsSep 28, 2026
Guy Borenstein, Troy Underwood Among the Professionals Honored at AGS Conclave 2026The American Gem Society recognized industry members, one Guild, and a law enforcement official for their contributions to jewelry.
Brought to you by
Meet Gemology’s Next Generation Microscope: GIA® Gemolite® NXT Professional EditionExperience gemstones with greater precision and comfort than ever before.
FinancialsSep 28, 2026
Instappraise, Jewelers Mutual Look to Simplify Jewelry InsuranceThrough a new system integration, customers can now receive instant personal jewelry insurance quotes at the time of appraisal.
Weekly QuizSep 25, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
MajorsSep 25, 2026
Sherwood Family Buys Back Daniel’s Jewelers from Private EquityThe Sherwood family and AJS Creations CEO Tejas Shah purchased the jewelry chain back from Palladium Equity Partners.
Lab-GrownSep 25, 2026
Brilliant Earth Collabs with Elizabeth Taylor Estate on Jewelry Collection“The Elizabeth Taylor Collection” uses lab-grown diamonds and gemstones in contemporary designs inspired by the icon.
Brought to you by
Your Piece Could Be the One Editors Talk AboutSubmit your pieces for a chance to win in this year's competition.
TrendsSep 25, 2026
A Peek at Taylor Swift’s Game-Day DiamondsThe artist wore Dana Rebecca Designs’ marquise diamond-set gold hoops at the Chiefs game last Sunday. Now they’re our Piece of the Week.
CrimeSep 24, 2026
From Conclave: Security Measures Jewelers Should Be TakingJSA and Jewelers Mutual shared advice on spotting suspicious behavior, combatting cell phone jammers, and staying safe at home.
AuctionsSep 24, 2026
8-Carat Blue Diamond Heads to UK Jewelry AuctionThe fancy light blue diamond is estimated to fetch up to $2.6 million at Elmwood’s next week.
TrendsSep 24, 2026
This New Jewelry Book Decodes the Secret Meaning in Victorian Jewelry“Secret Language of Victorian Jewelry” unveils the meaning behind the symbols, motifs, and gemstones used in Victorian-era jewelry.
Lab-GrownSep 24, 2026
Kira Jewels Opens B2B E-Commerce Portal for Lab-Grown Diamond Jewelry KIRAJewels.one gives retailers access to more than 500 SKUs of lab-grown diamond rings, earrings, necklaces, and bracelets.
TrendsSep 23, 2026
Holiday Diamond Jewelry Trends: Layered Looks, PersonalizationThis holiday season, look to pieces that will help to fill out customers’ everyday diamond jewelry wardrobe, experts say.
SourcingSep 23, 2026
Organization That Promotes Natural Diamond Rebrands for Third Time The Natural Diamond Council is now The Diamond Collective and has announced a new strategy under CEO Amber Pepper.
IndependentsSep 23, 2026
This Milwaukee-Area Jeweler Is Serving the 7CsPaul’s Jewelers sells coffee, chocolate, and cookies from a custom gold-wrapped trailer parked outside the store starting at 7 a.m.
MajorsSep 23, 2026
Kay Jewelers’ New Campaign Goes ‘All In’ on LovePart of its brand relaunch, the marketing around the campaign includes a contest involving a jacket set with 550 diamonds.
Events & AwardsSep 23, 2026
Tiffany & Co. Exhibition Opening at Arkansas Museum The curation, opening soon at the Crystal Bridges Museum of American Art, honors the jeweler’s heritage through a distinctly American lens.
CollectionsSep 23, 2026
Pucker Up for Pandora’s New Pat McGrath Jewelry CollabThe jewelry giant has partnered with the famed makeup artist to create a colorful new collection of charms and rings.
IndependentsSep 23, 2026
Texas Jewelers Association to Celebrate 120th AnniversaryThe association will mark the milestone at its convention next month.
IndependentsSep 23, 2026
Sissy’s Log Cabin’s ‘Back to School and Bling’ Event ReturnsThe jeweler donated school supplies to Memphis, Tennessee, students during the event combining basketball and mentorship.
MajorsSep 22, 2026
Foundrae’s Lawsuit Against Pandora Can Continue, Court RulesA federal judge denied Pandora’s motion to dismiss Foundrae’s claim for copyright infringement of its medallions.
ColumnistsSep 22, 2026
Peter Smith: Our Struggle With Emotional SellingPeople aren’t thinking rationally when they are buying luxury products, and we shouldn’t be selling them that way, Peter Smith writes.
IndependentsSep 22, 2026
Constance Polamalu Named to '40 Under 40' ListThe Baltimore Business Journal recognized the entrepreneur for her leadership in business and the jewelry industry.
GradingSep 22, 2026
GCAL by Sarine Opens New Lab in MumbaiThe facility is located within SEEPZ and is GCAL by Sarine’s second location in India, joining its existing grading lab in Surat.
Events & AwardsSep 22, 2026
NYCJAOS Returns for Autumn EditionThe four-day show is slated for Nov. 19-22 at the Metropolitan Pavilion in New York City’s Chelsea neighborhood.
