Behind the Curtain: A Peek at the Latest Masterworks Space Inside Bucherer’s Frankfurt Flagship

A pillar of the global watch and jewelry industry for over 135 years, Bucherer was founded in Lucerne back in 1888. The Bucherer name has become synonymous with the leading Maisons in watches and jewelry, with Rolex being an anchor brand of the retailer since the early days.

By its 25th year in operation, Bucherer had grown beyond the Swiss borders, opening its first store in Berlin, Germany. Since then, the brand has continued to see widespread global expansion. Today, it notches more than 100 locations worldwide following its acquisition of Tourneau in 2018, making it the largest watch retailer on the planet.

Even amid Bucherer’s massive growth and expansion, Germany has long been a core market, with the luxury retailer currently having a whopping 11 locations throughout the country. Now, Bucherer’s latest endeavor – its exceptional Masterworks space – has just landed in the heart of Frankfurt at the esteemed retailer’s 750 square meter flagship on the banks of the Main River.

Bucherer began teasing its Masterworks concept just three years ago, in the summer of 2022. A year later, the premium multi-brand retailer introduced its first Masterworks space in its Geneva flagship. In short order, the concept took off in select Bucherer locations throughout the company’s core markets: the US, Switzerland, and, of course, Germany.

The latest Masterworks showroom, located in the retailer’s Frankfurt flagship, marks the concept’s first permanent space in Germany. This dedicated showroom is more than another space to shop within the expansive Bucherer retail space.
 

More specifically, Masterworks is an immersive opportunity for collectors and members of the watch community to slow down and savor the experience of gathering, discovering, and deepening their knowledge of the art of watchmaking at their own pace while also being surrounded by some of the most astounding works of horology.

Dedicated to high horology, Bucherer’s Masterworks provides a stage for exceptional masterpieces that showcase artisanal designs and innovative mechanics. The pieces – often produced in limited runs or one-of-a-kind – are more than time-telling instruments but true works of art. Meanwhile, the Masterworks showroom provides visitors with the opportunity to touch, feel, and explore a carefully curated selection of these timepieces.
 

In a Masterworks studio, you will find a diverse assortment of horological objects from both established brands and niche independents that push the boundaries of traditional watchmaking. However, the Masterworks concept is not all this new Frankfurt flagship has to offer.

Under the same roof as the latest Masterworks outpost, you will find a certified pre-owned lounge with a revolving display of secondary market timepieces. In addition, there are two shop-in-shops, each featuring a powerhouse brand: Rolex and Vacheron Constantin.

Of course, Bucherer offers an equally superb array of jewelry brands from its own namesake fine jewelry line to other staples like Messika, Boucheron, Wellendorf, and Tamara Comolli.
 

Our very own Ash Longet recently had the opportunity to visit the new Frankfurt flagship and explore the entire boutique as well as sit down with the curator of the Masterworks studio, Olivier Gantenbein. While Gantenbein presently serves as the Head of Haute Horlogerie at Bucherer, he was formerly a watchmaker, giving him a unique perspective and approach to curating the horological objects in the Masterworks space.
 

In this video, Ash delves deeper into Bucherer’s Masterworks concept and what makes the newest Frankfurt outpost a watchmaking destination for global patrons and those within the German watch community. Take a peek inside this gorgeous new space and some of the offerings on display with Ash as your guide.
 

For more information, head over to Bucherer’s website.

(Video by Papillon Medias)