With over 130 years of legacy, Bucherer is the leading and largest watch retailer in the world, providing its international clientele with luxury timepieces and jewelry. Since 1888, the company has been family operated and has maintained their prestigious reputation as a Swiss-based brand in an industry that remains predominantly Swiss-based.

In 2018, Bucherer acquired Tourneau and the brand entered a new market in the US. What was once known as the Tourneau TimeMachine now dazzles New York watch enthusiasts with a new kind of watch retail experience since the grand opening of the Bucherer 1888 TimeMachine American flagship in September of 2021.

Keeping in mind a new generation of luxury shoppers, Outform was tasked with the reinvention of the entire retail experience to establish a new standard in luxury watch retailing. Moving away from the traditional model of luxury retail, the 19,000 square foot space is fully equipped with bars, lounge spaces, and even a library. The design became less about transaction and more about providing an exclusive experience where watch owners are encouraged to return and enjoy the space, and shoppers are filled with the desire to buy into this lifestyle.

To honor the arrival of Bucherer’s European legacy in the United States, Outform worked in collaboration with the Bucherer leadership and the individual brands to appeal to a younger customer and find creative ways to hero products in an inviting, cohesive space. Elements like a custom Bucherer Blue Harley Davidson, a limited-edition watch collection, and artwork from New York-based artists fill the space to invite a younger American generation of watch buyers to immerse themselves in the century-old legacy of Bucherer.

“We think the store is like no other,” – Ira Melnitsky, CEO of Tourneau and President of Bucherer USA 

  • Fully Custom Design Elements & Fixtures
  • 19,000 Square Feet
  • Revolutionary Watch Retail Design