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Bucherer Completes Flagship Revamp, Debuts Blue Collection in U.S

JCK Online by Kristin Young | September 8, 2021


Earlier this summer, JCK reported that Tourneau changed its name to Bucherer and was turning Tourneau’s TimeMachine at 12 E. 57th St. in New York City into the Bucherer 1888/Tourneau TimeMachine American flagship. As of Sept. 1, the transformation was complete (aided by MBH Architects) giving the Lucerne, Switzerland–based watchmaker—which previously had operated stores only in Europe—a big foothold in the U.S. market. To celebrate the reopening of the revamped 19,000-square-foot flagship, Bucherer is debuting a Bucherer Blue collection made available to U.S. customers for the first time. Since 2016, more than 50 watches have been created in a collaboration between watch brands and Bucherer. They all have one thing in common: blue accents.



The Bucherer Blue U.S. collection will comprise 27 watches, including a Breitling Navitimer Chronograph 41 watch in an azure color and a Piaget Possession diamond watch. There is also a Carl F. Bucherer Heritage Bicompax Annual with gradient blue dial and an ode to the New York skyline etched on the back. (Only 30 pieces of this watch will be made available, as an homage to the year 1930 when the first Tourneau store in New York City opened.) To further promote the range, there is also a custom-made Bucherer Blue Harley Davidson motorcycle in blue and rose gold, parked inside the store.


“For Bucherer Blue, our rich heritage in watchmaking and passion for innovation come together, offering our discerning customers a fresh, extraordinary perspective,” said Patrick Graf, Bucherer’s chief commercial officer, in a statement. “Bucherer is breaking new ground with exciting collaborations, also outside the watch industry. Each object, whether timepiece, jewelry, or refined accessory, is a sign of a unique lifestyle with an individual, unexpected, and daring twist


Bucherer Blue is initially being sold in the New York flagship and online at Tourneau.com. The collection will be rolled out to all Bucherer 1988/Tourneau stores nationwide later this year. Eventually, the company said it plans to gradually phase out the Tourneau name.

Tourneau Time Machine was closed for over 18 months for the renovation, which faced challenges ranging from the pandemic to operating at the base of Trump Tower where, when the former president was in residence, protesters would routinely jam the sidewalks around the building.


The mood is triumphant that the showroom is finally open, and the transformation from Tourneau to Bucherer in the United States is visibly underway.


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