Better known for retailing watches across Europe and the United States, Switzerland-headquartered Bucherer — which has just been bought by Rolex — has in the past year developed a new strategic focus: high jewellery. In October, it opened its first high jewellery boutique in Frankfurt, and, in July, it presented Inner Fire, its most ambitious high jewellery collection so far, featuring rare diamonds and pieces priced between $80,000 and $1 million.
“The whole industry is moving up, and we already have the expertise,” says Robert Ambord, Bucherer’s global director of jewellery, referring to the company’s in-house atelier, which has been making custom-made pieces since its founding in 1888. Yet, Ambord is clear that the new venture is meant to keep Bucherer attractive as a retailer that still sees itself as a valuable partner to the other brands it carries. “Their success is our success,” he says when speaking of Bucherer’s brand portfolio.