Sotheby’s and Bucherer launch innovative partnership in Geneva


Sotheby’s and Bucherer are launching an innovative partnership at the intersection of auction and retail. The international auction house and leading watch and jewellery retailer will collaborate on a series of initiatives, starting with an exclusive exhibition at Bucherer’s flagship boutique in Geneva and the sale of pre-owned watches certified by the retailer in Sotheby’s “Important Watches” auction on 11 May.

Set across five-floors of retail space, the exhibition, to take place from 24 April to 11 May, offers collectors an opportunity to preview extraordinary highlights from Sotheby’s spring luxury sales series in Geneva and New York. From dazzling jewels and sought-after timepieces, to designer handbags and exclusive sneakers, the exhibition is dedicated to the fastest-growing luxury categories on the auction market. Highlights include gemstones originating from the mines of Kashmir and Colombia, a Rolex Submariner worn by Nick Nolte in the 1970s film The Deep, and a pair of “Air Jordan 1” sneakers worn by Michael Jordan during his rookie season with the Chicago Bulls in 1985.Sotheby’s and Bucherer launch innovative partnership in Geneva

Credit: Sotheby’s

As global demand for pre-owned watches reaches unprecedented levels, trust, expertise and authenticity – three values at the core of Sotheby’s and Bucherer’s philosophy – have become ever more important. This new partnership offers a first-time opportunity for collectors to buy Bucherer Certified Pre-Owned watches at auction. Made by iconic brands (Audemars Piguet, Breguet, Longines and Rolex), the seven timepieces featured in Sotheby’s Geneva’s forthcoming auction have all been authenticated, inspected and certified by Bucherer’s in-house watch experts and come with a two-year Bucherer Certified Pre-Owned Warranty.

Josh Pullan, Sotheby’s Head of Global Luxury Division, said: Together our companies have over 400 years’ history and expertise, with a common ability to reinvent ourselves to evolve with the ever-changing luxury landscape and clients’ aspirations. This partnership builds on our shared appreciation of quality, tradition and innovation, and introduces an important shift to the watch auction market, where certification and authentication play an ever-greater role.” 

Patrick Graf, Chief Commercial Officer at Bucherer, said: “Creating a fresh approach to luxury and embracing unique and unexpected concepts – that is how Bucherer, one of the world’s leading retailers in luxury watches and jewellery, is setting the pace. In this light, joining forces with international auction house, Sotheby’s – was a natural fit to celebrate the companies’ shared values, strong passion and outstanding expertise in the curation of a luxury lifestyle collection.”