Bucherer 1888 has over a century’s experience selling watches and with more than 30 stores across Europe, it goes without saying that the brand knows a good timepiece. It’s just acquired London watch-heavyweight The Watch Gallery, giving the Swiss retail brand two firm feet on English soil, and as well as diving deeper into the brand, we’ve picked six watches you might want to start saving for.

Bucherer is most well-known in its hometown of Lucerne, Switzerland, yet has over 30 stores in Europe and manufactures its own in-house watches that are sold worldwide under the Carl F. Bucherer brand. The label prides itself on its product knowledge and its store staff are open books on the topic. In order to make customers feel even more comfortable, it avoids typical watch store interior tropes: there are no narrow doorways flanked by intimidating security or misplaced bright lights or awkwardly silent spaces. Instead, Bucherer’s stores and staff inject some fun and informality into the practice of purchasing a luxury watch.

The Lucerne flagship store is five floors of pure and unadulterated luxury, yet there’s no sense of discomfort that often comes with entering such a place. It’s like a toy shop for adults and the staff are beyond excited to show off their favorite playthings. Bucherer is known for its exclusives and stocks rarities from killer brands like Rolex, IWC, Hublot, Tudor, Audemars Piguet, Longines, Tag Heuer and Panerai.

Scratch a little further below the surface and one finds that Bucherer truly values artisanal craft, quality materials and outstanding manufacturing facilities. Within the brand’s factory, precision machinery is handled by some of the best jewelers in the world both young and old. Their space is clean and the atmosphere is zen-like as they engrave and set priceless stones into precious metals to the sound of classical music. However, despite all of this they manage to make luxury shopping a seemingly accessible game that’s not reserved for a privileged few.

The increase in fast and disposable fashion (and products in general) has led to a counter movement interested less by ephemeral trends and more by enduring design. In general, watches are naturally and rather fittingly constructed to withstand the test of time and more commonly people are appreciating their design value. As a result, the watch collecting community is growing and thanks to brands like Bucherer it’s opening up to a broader audience.

We’ve chosen six of our favorite watches currently available from Bucherer to give you an idea of what the brand has to offer and perhaps even kickstart your watch collecting journey. Check them out in the images below and the video above. For the full range, visit one of Bucherer’s many stores across Europe or check out its website.

Rolex Daydate 40 in Yellow Gold

Hublot Big Bang Limited Edition Unico Camo in Carbon

Rolex GMT Master II “Batman” in Steel

Panerai Luminor Marina 8 Days in Rose Gold

Tag Heuer Autavia Re-Issue in Steel

Longines Heritage Pilot in Steel

  • Additional Words: Jacob Tomkins
  • Longines Image: Ariel Adams
Words by Aaron Howes
Branded Content Editor