ROLEX BUYS BUCHERER!! - THE INDUSTRIES BIGGEST POWER PLAY?! 

6:46 when Eric sees a black shirt at the mall

Newsflash. A bit late to the Buchererparty, no?

Looks like Stevie Wonder talking to the camera

You state exactly what I was thinking, this sale of Bucherer to Rolex has been long in the making. Maybe even the CPO was a start & test into how the market would react to such a major change. Second thing, wrt 53 Bucherer shops (out of 100) selling Ralex and how fast a lot more of them would start carrying Rolex. Well there's a little snag in that which is if I am correct the fact that the other shops are the Tudor dealers. And it "just" happens to be the case that Rolex also owns Tudor. So moving in Rolex in the other shops IMHO would push Tudor somewhat aside which would therefore not make it a trivial move. Finally w.r.t. Tourneau, that takeover by Bucherer in 2018. Was that already in the grand scheme of Rolex? Knowing Rolex for moving slow/careful that might be an option. But it also might have "just" been a preparation by Bucherer to be able to sell the company as a more worldwide venture. Do not forget that growth of Bucherer before 2018 also was done with the buying of 4 large stores in 2017 in London (the Watch Gallery stores). So if Rolex was involved, maybe already that London acquisition was part of the grand scheme.

Eric, love your channel but lose the crappy background music...you don't need it

This should be interesting. Also sidenote: those vintage broncos like at 6:43 go hard. I’ve been seeing more and more of them lately

You mean this is a bigger move than Blancpain and Swatch collaboration?

Let's look at the sequence of events. Bucherer buys Tourneu then creates a certified pre-owned program only for Rolex then sells both companies to Rolex. If this doesn't look fishy I don't know what does lol. It's clear to me that all of these moves were put in place by Rolex and maybe even funded by them. It's a smart move by Rolex because if you look and the #2 and #3 closest competitors they not only sell online thru their own websites but they also have multiple brick and mortar establishments. Rolex saw this as an opportunity to have a direct brick and mortar sales avenue and control the revenue of the majority of their brand of pre-owned. I've never seen a company like Bucerer where the owner has no heir and possibly facing financial difficulties that would make this big a purchase before selling. Let's see how soon the bigger companies pull inventory from Bucherer.

Yo Eric any particular watch you’re eying out recently? Any heavy hitter on your radar?

Eric, do you think the purchase of Bucherer has negative effects on other AD’s such as Wempe, e.g. that the number of Panda Daytonas that other AD’s receive will be reduced or that these coveted models in the future are only available via Bucherer?

You cannot say this is a HUGE STORY and then say, nothing will change. Of course things will change, I am not smart enough to venture a guess as to how, but I would never say not much will change.

Next move : Rolex buys Hodinkee. For $ 10 million. And they have Eric Wind do a Daytona reference point every other week.

I hope now we can get rid of the the shady ad wait list bull. When you buy watch after watch but not the opportunity to buy a Daytona is just absurd.

This vertical integration won't change the fact I can't walk into the shop and buy what I want.

The question is why…? What for, they already controlled all the fckn ad’s now they want more…

I find it interesting other brands haven’t done this already. Could be 1) they don’t have the capital to do it, maybe Rolex does due to pandemic surge or 2) owner did not want to sell to other brands. I foresee watches if Switzerland being bought by LVMH or other conglomerate soon, otherwise other watch brands will not be able to compete.

Back in the days Rolex AD used to give discounts to sell ROLEX watches. Just reviewing my receipt from 2009 DJ2, didn’t realize the AD gave me $750 discount. Then I read that even early 2010s people were getting 10-15% discount on Presi’s. This new move ain’t going to bring back the good ol days… I think it will be business as usual. Maybe more inventory by bringing in more watch makers. Maybe discounts on precious metal item? Either way, its a good move for a non-profit company like Rolex.

It does affect grey market dealers, cause they gotta suck up to either new ppl at bucherer or their old indy contacts at smaller ADs won’t be getting the hype pieces anymore.

I haven't heard anyone else mention the tourneau angle. Kudos to you. Great analysis. Welcome back bro!

Thanks for the episode Eric

E - good to see your shades back .selfishly - i have a YM from BUCHERER , called the AD after news came out . I hope I get the call . never know ~ JDS/CT

If the Swatch Group were to purchase the whole Watches of Switzerland group & sell only from that means/source direct without any A.D's that would change the whole game. Technically Rolex have put almost all their eggs in a single basket ! Would NOT be a Business role Model selling Only Rolex from all the very large stores with not the stock to sustain.

Like all things Rolex does it's calm, calculated and calibrated to a well considered plan. Savvy move and I like what you said that we are 'fans of brand Rolex' and only want to see them win! And yes, that was a cool Bronco! Thanks again Eric for keeping your watch game real and relevant!

What about Swatch group, Kering or LVMH buying Watches of Switzerland?

Bucherer makes sense when Rolex doubles production they instantly enhance the enterprise value and bottom line. Jewellers old adage: Nothing sells an engagement ring like a Rolex. Side benefit. Rolex’s gains access to Bucherer’s customer wait list enabling Rolex to efficiently produce to market - reducing slow inventory.

This was a strategic power move for Rolex!

Thanks Eric.

Bucherer has no heirs?

2:45 I see what you did there with Gucci 😂

Good morning

Hey Eric, love the Channel! I’m hoping this acquisition will help the stabilise Rolex market. My 116610LV had lost £2000 in value since April this year, I know we say it’s simple a market adjustment but… it really needs to stop adjusting haha 😂 All the best, Hamilton

It’s clear to me that Rolex is funneling all the cash back to them selves. Just look at their certified pre own program

Dave Portnoy from Barstool’s Bronco

great content eric as always -binick

Hey Eric , is that your problem that Pepsi bought Coca-Cola ?

Excellent video Eric. Also lets not forget the CPO side. CPO seem to be offering a higher rate to buy back a rolex. So not just they are making money from selling rival products, they would also be taking business away from the grey market and setting the baseline price for pre owned. Why would I sell my hulk to a grey dealer when rolex are offering me more and a potential to start of a long term relationship…

Congrats to Mr Bucherer and Rolex - he gets to leave his creation in great hands, Rolex gets a mature customer facing enterprise. Great job as always.

How’d Rolex get enough capital to do this.they’re a non profit organization.. lol hahahaha lol

AP, PP and RM will become a part of LVMH in the next years. Wait for it 😉

Great move. Been a long time customer and can see them providing greater access to the Rolex brand to repeat customers to lock in those relationships air tight.

Finally a video outside!!!

Keep the good content coming bro……. Much better than the old shops current BS haha

You nailed it Eric😎 That strategic move literally ended (LVMH) future push into the WATCH GAME💯💯💯💯💯💯💯💯💯💯💯💯💯💯💯💯💯 R.I.P. 💐😂😂😂😂😂😂😂😂😂😂

Eric a huge fan from Brazil I love your content, you never made something about a Lange & shone u don’t like the brand?

Rolex AD, eff all of them.

Porsche please

So they can sell all their used rolexes for 3 times the price.

Not only are the AD making massive profit on the Rolex watches they make even more trying to get people to spend in their stores, IF Rolex takes all sales in-house through their own stores many AD will lose a lot of money and I can’t wait, as the games they play to get a Rolex is disgraceful

But will ad sell them to us again or still too flippers

A bit late to the party? This has been covered by everyone

Old news😊

Why you looking around like you’re blind.

I’m unsubscribing if you don’t make a Porsche video 👊🏻

Eric do you bathe in your black shirt too?

You’re a few weeks late to this, bro.

Loco, un poco tarde tu opinión, ya todo mundo lo sabe, cómo que te dejo el Bus.

Typical fake Miami…rented cars, clothes and watches.

This guy is a joke…..I get more information from a newspaper. I think, I think, I think….is that you can say?

Eric I've been watching you for years. Dump those sunglasses and rock some Cartier bones or Chopard. Would look way better bud.