Attention all watch aficionados: It’s now easier than ever to find and purchase rare, vintage timepiece thanks to the latest partnership between Sotheby’s and Bucherer. Last year, the luxury jewelry and watch brand teamed up with the premier auction house for an exhibition of Sotheby’s items at the Bucherer store in Geneva. Bucherer’s certified pre-owned (CPO) timepieces were available for the first time at a follow-up Sotheby’s auction in the watch capital of the world. Now, Sotheby’s and Bucherer’s partnership is going global with a brand-new online marketplace experience.
In August, Sotheby’s debuted one of the largest collection of pre-owned luxury watches for sale online (all certified by the renowned watchmakers of Bucherer), including sought-after vintage designs from Audemars Piguet, Vacheron Constantin, IWC, Jaeger Le Coultre, Omega and Cartier, to name a few.
“There’s not another auction house that is connected with a business like Bucherer — the authenticity, the warranty, it’s something that’s new for the watch collecting world, certainly in the auction space and to the auction audience,” Josh Pullan, Head of Sotheby’s Global Luxury Division, tells GRAZIA USA. “There is nowhere else that you can shop with this level of quality, the depth of the assortment, and the trust that comes with it. We’re seeing fantastic responses from buyers all over the world.”
It’s little wonder since each watch undergoes a rigorous test to meet Bucherer standards and comes with an international two-year guarantee. “The watch is taken apart and every single item is examined
by our certified watchmakers,” says Stav R Martens, Bucherer’s Head of CX, CRM and Commercial Partnerships. “That timepiece is not just authenticated but also certified. It’s quite a unique selling point for both brands to be able to offer to our clients.”
The digital marketplace ships to over 70 countries, but if you happen to find yourself in New York City, Sotheby’s Buy- Now Marketplace is available at Bucherer’s TimeMachine location and features an array of pieces across luxury categories, including handbags, sneakers, art, whiskey, wine and spirits. “We wanted to combine a selection of highly curated luxury goods by Sotheby’s in our space and include an experimental part,” Martens explains. “We’ve hosted several events, like an evening of CPO and whiskey pairings to find a timepiece produced the same year as the whiskey. We really want to build on that success in the future.”
Pullan points out, “If you’re collecting watches, there’s a good chance that you are passionate about whiskey or sneakers or handbags. There’s a lot of overlap and ways to make it creative and exciting and interesting.” What better way to kick off the new year than with a thrilling one-of-a-kind find.
Read GRAZIA USA’s Winter issue featuring cover star Lizzy Caplan: