Bucherer Opens Boutique in Basel

Bucherer 1888 has announced the reopening of its boutique in Basel according to 365 Retail. Located in the heart of the city and spanning over 700 m², the two-storey store stands out for its carefully curated portfolio of luxury watch and jewellery brands.

Situated in a historic building on Basel’s renowned Freie Strasse, the new Bucherer boutique occupies 700 m² over two floors. The boutique blends traditional Swiss craftsmanship with an innovative approach to design and hospitality. Visitors are welcomed into a warm and luminous environment featuring comfortable lounge areas and a bar.

A highlight on the ground floor is the Rolex area, an elegant space that reflects the brand’s dedication to craftsmanship and quality in every detail. American walnut, bronzed brass, stylish lighting, and inviting seating give the area a contemporary and airy feel. Distinctive green marble slabs pick up on the manufacturer’s signature green hue. Visitors to the Bucherer store will also find other brands such as Tudor, Girard-Perregaux, and IWC on the ground floor. The latter has its own cleverly integrated shop-in-shop, which reflects the character of the brand while perfectly blending into the new boutique.

On the first floor of the boutique, customers can explore the fascinating world of diamonds and coloured gemstones in an area dedicated to Bucherer Fine Jewellery pieces, as well as creations from other exclusive jewellery brands such as Chopard, Messika, and Piaget. Ideal lighting emphasizes the sparkle of the gems. The new boutique also includes a Certified Pre-Owned lounge, where customers can find a constantly changing portfolio of pre-owned luxury watches, all verified and serviced by Bucherer experts. The lounge also offers Rolex Certified Pre-Owned timepieces, authenticated directly by Rolex.

An elegant yet inviting bar on the first floor entices visitors to relax and enjoy the atmosphere. Long tables in both the Certified Pre-Owned lounge on the first floor and the multibrand area on the ground floor feature integrated open watch displays, inviting customers to discover and enjoy the products, reflecting the new boutique's hospitality concept.