Translated by

Nicola Mira


Sep 14, 2023

Sotheby’s auction house announced on Wednesday a partnership with Swiss watches and jewellery retailer Bucherer to sell luxury items at the latter’s Zurich boutique.

Inside a Bucherer store – Bucherer

Sotheby’s will open a dedicated area in Bucherer’s Zurich store where collectors will be able to browse and buy second-hand luxury items, from watches and jewellery to handbags, classic sneakers and luxury streetwear, said Sotheby’s in a press release.

Collectors will be able to buy “on-display items immediately,” and also have the opportunity to meet a Sotheby’s specialist to have their own items appraised in a “welcoming” setting that will ensure they enjoy a “discreet and private experience,” added Sotheby’s.

The Zurich shop-in-shop will also enable Sotheby’s to showcase exceptional items before auctioning them, such as a match jersey worn by US basketball legend Michael Jordan, whose value is estimated at between $1 million and $2 million, which is set to be auctioned soon.

Sotheby’s 160 square-metre showcase at the Bucherer shop on Bahnhofstrasse, Zurich’s main shopping street, features products that can also be ordered online and shipped to more than 70 countries, said Sotheby’s.

Second-hand product sales are currently booming in the luxury sector. Bucherer, which sells all the top luxury watch brands, strengthened in this segment last year by signing a partnership deal with Rolex, which will verify and certify Rolex watches whose owners are interested in reselling.

Bucherer, which is also present in the upmarket shopping districts of Paris and London, operates 36 stores worldwide, including 15 in Switzerland, and is set to be acquired by Rolex, which announced its intention to buy the retailer at the end of August, without disclosing any financial details.


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