Rolex and Bucherer have opened a new boutique entirely devoted to the Geneva manufacture at 283 rue Saint-Honoré, in Paris. Spread over two floors, the space showcases the brand’s latest creations and houses an after-sales service as well as a Rolex Certified Pre-Owned area dedicated to second-hand watches certified by Rolex.
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Paris has a new watch address dedicated to Rolex. Located at 283 rue Saint-Honoré, on the corner of rue Royale, the boutique continues the long-standing relationship between the Geneva manufacture and Bucherer, an official retailer of the brand since 1924.
The opening comes at a particular moment for both houses. After more than a century of collaboration and the acquisition of Bucherer by Rolex, announced in 2023, this new point of sale reflects their intention to pursue their shared history while preserving the distinct identity of the Swiss retailer.
A Rolex boutique in the heart of Paris
Housed in a building with a neoclassical, Beaux-Arts inspired facade, the Rolex Saint-Honoré boutique sits in a neighbourhood known for its couture houses, galleries and Parisian luxury players. The architectural project blends into this setting by retaining the building’s original features, including its stone facades, cornices and tall arched windows.
The space unfolds over two floors, with 187 m² on the ground floor and 176 m² upstairs. From the entrance, visitors discover the latest creations from Rolex in a setting where materials take centre stage. Stone, travertine, American walnut, marble and metal make up the interior design.
A sculptural staircase in green Tinos marble connects the two floors. Upstairs, a presentation lounge, a private lounge and a reception area dedicated to after-sales service complete the journey. The layout thus brings together the discovery of the collections, personal client service and watchmaking services under one roof.
| Address | 283 rue Saint-Honoré, on the corner of rue Royale, Paris |
|---|---|
| Retailer | Bucherer, official Rolex retailer since 1924 |
| Floor area | 187 m² on the ground floor, 176 m² upstairs |
| Materials | stone, travertine, American walnut, marble and metal; staircase in green Tinos marble |
| Spaces | latest Rolex creations, presentation lounge, private lounge, after-sales service |
| Rolex Certified Pre-Owned | watches at least two years old, inspected in the workshop, two-year international guarantee |
Rolex Certified Pre-Owned: a dedicated space for second-hand watches
One of the distinctive features of this new boutique is an area devoted entirely to the Rolex Certified Pre-Owned programme. Launched by the brand to oversee the sale of its second-hand watches, the scheme gives clients access to a selection of Rolex models authenticated by the manufacture.
Watches offered through the programme must be at least two years old. Each one is sent back to the workshop to verify its original configuration and to inspect all of its components, from the case to the movement. This procedure allows Rolex to confirm the authenticity of every piece before it goes on sale.
At the end of the process, each watch receives a dedicated seal and a guarantee card bearing the words Rolex Certified Pre-Owned. A new two-year international guarantee also comes with every purchase.
The presence of this area within the Saint-Honoré boutique underlines Rolex’s growing interest in the second-hand market and its efforts to structure that offer around an official distribution channel.
Rolex and Bucherer: a partnership since 1924
The opening of Rolex Saint-Honoré is part of a shared history stretching back more than a century. Bucherer has been an official Rolex retailer since 1924. Over the years, the relationship has grown around the distribution of the manufacture’s watches, but also their maintenance and after-sales service.
Founded in 1888 in Lucerne, Bucherer gradually established itself as one of Europe’s leading watch and jewellery retailers. Its international network now numbers more than 100 boutiques across Europe, the United States and China.
In 2023, Rolex announced the acquisition of Bucherer, a move intended to ensure the continuity of this historic relationship and secure the retailer’s long-term future. Bucherer’s identity and operational autonomy are nonetheless set to be preserved.
With this new boutique at 283 rue Saint-Honoré, Rolex and Bucherer strengthen their presence in the French capital. Beyond showcasing the collections, the address now brings together several facets of the watch experience: advice, after-sales service and the purchase of Rolex Certified Pre-Owned watches.
Frequently asked questions
At 283 rue Saint-Honoré, in Paris, on the corner of rue Royale. It occupies a building with a neoclassical, Beaux-Arts inspired facade.
Bucherer, an official Rolex retailer since 1924. Rolex announced the acquisition of Bucherer in 2023, while preserving the Swiss retailer’s identity and operational autonomy.
It spans two floors: 187 m² on the ground floor and 176 m² upstairs, connected by a staircase in green Tinos marble. The upper floor houses a presentation lounge, a private lounge and a reception area dedicated to after-sales service.
It is Rolex’s official programme for selling its second-hand watches. The watches must be at least two years old and are inspected in the workshop, then receive a seal, a dedicated guarantee card and a new two-year international guarantee.
A presentation of the latest Rolex creations, a Rolex Certified Pre-Owned area dedicated to certified second-hand watches, and an after-sales service.
Find out more about Bucherer
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