Bucherer BLUE: “Bringing exclusivity back to retailers”


March 2021

Bucherer BLUE: “Bringing exclusivity back to retailers”

More and more brands are reserving their most sought-after models for their own shops, which is causing increasing difficulties for multi-brand retailers. Since 2016, Bucherer, the world’s largest watch retail group, has found a solution to this delicate equation by developing a series of models exclusive to its own boutiques, Bucherer BLUE, created in partnership with the brands themselves. We interviewed Patrick Graf, Bucherer’s Chief Commercial Officer.


n recent years, changes in watch distribution have increasingly led multi-brand retailers to consolidate around a small number of “super-groups”, managing dozens of points of sale on several continents. It is a way of bringing more leverage to the negotiating table when facing brands that are increasingly developing direct sales through their own networks of boutiques or e-commerce platforms.

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