Bucherer’s First French Rolex Flagship Includes Dedicated Certified Pre-owned Space

by · WWD
The ground floor of the Paris flagship.Courtesy of Rolex

FRENCH CROWN: Rolex finally has a French flagship — with a dedicated space for pre-owned watches.

Opened by Bucherer in October, the 3,900-square-foot unit occupies two floors of a Beaux Arts-inflected neoclassical building on the corner of Rue Saint-Honoré and Rue Royale in Paris, formerly occupied by L’Oréal.

Watches fresh from the manufacture take pride of place on the ground floor’s 2,000 square feet, where travertine, American walnut, glass and metal have been used in the interior decor. Deep-green bands frame the street-facing windows. A monumental screen takes pride of place near the entrance, while a bar occupies the far wall.

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A sculptural green Tinos marble staircase leads to the 1,900-square-foot second level, which comprises a presentation salon, a private salon, after-sales service reception and the space dedicated to Rolex’s certified pre-owned program.

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The latter, distinguished by a matte-finished Emperador marble wall, offers secondhand watches that are at least two years old and have been authenticated by Rolex after their original configuration and components have been checked. Buyers receive a program seal and a new two-year international guarantee.

The Rolex flagship in Paris.Courtesy of Rolex

The new Paris address is the latest in a raft of Rolex-only openings by Bucherer, many with larger square footage and space for its secondhand program introduced in 2022.

In June, it opened a two-story Rolex boutique in the upscale HKRI Taikoo Hui complex, which also includes a salon dedicated to its CPO program, as well as a boutique in the Titlis Tower in Engelberg, Switzerland, touted as the world’s highest Rolex store. A new boutique in Bellevue, Wash., also opened in October, as did a two-story Hong Kong address located in the Mandarin Oriental hotel in Central.

The retailer, which has a longstanding multibrand address located on Boulevard des Capucines in the same block as the InterContinental Paris Le Grand hotel, is considered be the world’s biggest watch retailer.

It was acquired by Rolex in 2023, following the decision of Jörg Bucherer to sell his company’s business in the absence of direct descendants.