Bucherer Expands Its Rolex Retail Control

Rolex-owned jewellery retailer Bucherer is taking control of another branded boutique in the United States, extending its influence over watch distribution through a planned handover in Honolulu.

The Rolex boutique at Ala Moana Center, operated by family jeweller Ben Bridge since June 2023, will transfer to Bucherer on 1 January 2027. Employees will be offered the chance to move to the new operator, according to industry publication WatchPro. The transfer will bring Bucherer's network of Rolex outlets in Hawaii to four. Rolex acquired Bucherer in 2023, bringing one of its most significant retail partners into the same ownership structure as the watchmaker.

Ben Bridge, owned by Berkshire Hathaway, operates approximately 30 stores in the western United States and Hawaii. Its Rolex retail presence has already declined from 22 outlets in 2019 to 10, with the Honolulu transfer set to reduce that number further. The company intends to maintain a Hawaiian presence through a refurbished multibrand jewellery showroom in Honolulu and a standalone Tudor boutique in Waikiki. Rolex USA declined to comment when approached by WatchPro.

The handover illustrates a gradual change in the distribution of prestigious Swiss watches. Historically, independent retailers have played a central role in connecting manufacturers with customers and developing local relationships. Greater control through Bucherer gives Rolex more influence over presentation and the purchasing experience, while narrowing opportunities for some longstanding partners. For shoppers, the change may be largely invisible; for retailers, it signals a more concentrated competitive landscape. Such shifts could also reshape after-sales services.