Watches

Tourneau Stores To Be Renamed

WatchesJun 29, 2021

Tourneau Stores To Be Renamed

Also, the famous “clocks of the world” display at its New York City flagship will soon be no more.

The Tourneau flagship store on 57th Street in New York. After being acquired by Bucherer in 2018, the watch retailer will change its name as well as the iconic clock facade of the flagship. (Image courtesy of WIkimedia Commons/Alexisrael)
New York—Luxury watch retailer Tourneau is undergoing a name change.
 
Following its 2018 acquisition by Swiss watch retailer Bucherer, the company will gradually transition to using the Bucherer name.
 
First reported by WWD, the company did not respond to National Jeweler’s request for comment.
 
Beginning this summer, Tourneau’s network of 31 U.S. stores will be rebranded as “Tourneau Bucherer” for one year.
 
Following that one-year period, the name will permanently change to “Bucherer.”
 
The new name will also carry over to its packaging and advertising.
 
The rebranding plan has been in the works since 2018, shortly after the acquisition.

Bucherer’s acquisition of Tourneau was its first step outside of Europe, giving the luxury retailer a foothold in the U.S.

 Related stories will be right here … 

Bucherer was founded in 1888 when Carl-Friedrich Bucherer and his wife Luise opened a jewelry store on Lake Lucerne in Switzerland.
 
Tourneau’s story began in 1900 when the Wexler family opened their first jewelry store in Eastern Europe.
 
Between 1924 and 1925, M. Wexler Watchmakers & Jewelers opened in Manhattan, and the Tourneau family emigrated from Paris to New York and opened a watch counter in the Berkshire Palace Hotel.
 
As Tourneau’s business began to grow, the Wexler family took note and acquired the company in 1975, later selling to Green Equity Partners in 2006 but retaining part of the business.
 
The investor group, an affiliate of private equity firm Leonard Green & Partners that also included members of the Wexler family, sold to Bucherer in 2018.
 
Ahead of the name change, Tourneau is renovating seven of its stores, including its flagship New York City location on 57th Street, famous for its clocks of the world display.
 
As part of the renovation, the clocks will be replaced with something more high-tech, said Ira Melnitsky, CEO of Tourneau and president of Bucherer USA, in an interview with WWD.
 
Tourneau has plans to give the whole fleet of stores a makeover.
 
The company intends to open new stores in the coming years, said Melnitsky, noting that physical retail is still an important element of its strategy.
 
LVHM CFO Jean Jacques Guiony shared similar sentiments about the importance of physical retail in a CNBC interview last week.
Lenore Fedowis the associate editor, news at National Jeweler, covering the retail beat and the business side of jewelry.

The Latest

MajorsOct 22, 2021
These Jewelry Companies Are Among the World’s Most Valuable Brands

That’s according to Interbrand, which just released its 2021 list of 100 Best Global Brands.

CollectionsOct 22, 2021
The Artistry 2022 Catalog Is Out

It’s full of bestsellers to stock up on.

CollectionsOct 22, 2021
Piece of the Week: Nouvel Heritage’s Mood Necklace

The brand’s signature bangle gets a necklace companion.

Brought to you by
Buying a Diamond is More Than Knowing the 4C’s

Buyers may be excited about online diamond deals, but there are uncertainties surrounding the authenticity and clarity of the diamonds.

SurveysOct 21, 2021
10 Retailers on Why They Expect the Diamond Boom to Continue

However, their optimistic outlook comes with a hint of caution due to a number of factors out of their collective control.

Weekly QuizOct 22, 2021
This Week's Quiz
Test your knowledge of jewelry news from the week of Oct. 18-22, 2021.
Take the Quiz
SourcingOct 21, 2021
This Coffee-Table Book Is the Perfect Present for Diamond Lovers

The tome offers an appreciation for the stone through the voices of celebrities, designers, and other diamond lovers.

ColumnistsOct 21, 2021
Squirrel Spotting: It’s a Diamond Moment!

It’s no doubt diamond sales are booming, but why? Peter Smith explores the complicated reasons why consumers want the stones right now.

Brought to you by
Viva Italia! Why the JCK Italian Pavilion Was a Sight Worth Seeing at JCK Las Vegas

One of the highlights of the JCK show in Las Vegas has always been the Italian Pavilion, buzzing with excitement and elegance.

IndependentsOct 21, 2021
Quiz: How Closely Have You Been Reading Our Columns?

Brush up on the finer points of customer budgets, recruiting new employees and driving traffic to a new website with this quick test.

×