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In a September 2019 interview, Bucherer Chief Commercial Officer Patrick Graf explained why the retailer entered certified pre-owned (CPO) watches, how it described its sourcing and service model, and what Bucherer BLUE was intended to do. His answers are a dated account of the company’s strategy at that time—not confirmation of today’s program, locations, or watch availability.
Why Bucherer entered the certified pre-owned market
Graf attributed Bucherer’s entry into CPO to two factors: its acquisition of Tourneau, which gave the company a foothold in the U.S., and his view that collector interest, vintage watches, trading, and new-customer interest created potential for the category. These were his reasons in 2019, not a current assessment of the watch market.
He framed trust as central to the proposition: “This business relies on trust.” In the interview, he positioned Bucherer’s established retail presence and watchmaking and servicing capabilities as ways to support customer confidence. That was Bucherer’s stated positioning, not an independent comparison showing it was more trustworthy or capable than other CPO sellers.
How Graf described Bucherer’s CPO model
Where the watches came from
Graf described two sourcing routes: established partners and customers who sold or traded in watches. At the time of the interview, Bucherer was working primarily with brands already in its retail partnerships. He said expansion beyond that portfolio would require understanding the brands and having the capability to service their watches to certified standards.
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#1 Best Overall
- ELEGANT CARBON FIBER DESIGN: Made of high-quality PU leather with a transparent acrylic window. The smooth PU leather interior reliably protects your mechanical watches from scratches. A stylish eye-catcher and the perfect presentation for your valuable watch collection.
- IMPORTANT SIZE COMPATIBILITY (PLEASE CHECK): To ensure smooth operation and prevent motor damage, this dual watch winder is designed for watches with the following maximum dimensions: Dial diameter under 47 mm, case thickness under 28 mm, and strap circumference under 175-195 mm. It can accommodate large watches, but cannot simultaneously hold two mechanical watches with a dial diameter of 58 mm with crown. Please measure your watch before purchasing.
- OPERATING PRINCIPLE: A watch winder serves exclusively to maintain the power reserve and simulates the natural movement of the wrist. It CANNOT wind a completely stopped watch from zero. Important: Please manually wind the crown of your watch approx 20-40 times before placing it in the winder. It CANNOT start or wind a completely stopped watch from zero. We also recommend manually checking the time once a week.
- INTELLIGENT INTERVAL ROTATION: Programmed with pauses to prevent over-winding. Mode B: 2 min clockwise, 6 min pause, 2 min counterclockwise. Mode L: 2 min counterclockwise, 18 min pause, 2 min clockwise. (If you see the winder rotate and then stop, this is the programmed pause — NOT a malfunction. Please wait through the full pause period (6 min for Mode B, 18 min for Mode L) )You can switch the device off when not in use.(Speed: 970-2430 TPD. Automatic watches only. NOT for Quartz, Seiko Kinetic, or Citizen Eco-Drive).
- CONSTANT POWER SUPPLY (NO BATTERY): Please note that this device does not have a built-in battery and must be permanently connected to a power source (3V~9V, 0.5A) during operation. A connection cable is included (power adapter NOT included). Multiple watch winders can be conveniently connected in series via the cable to save space and power outlets.
Buying, selling, and trading
Graf presented the ability to sell or trade a pre-owned watch as part of the customer proposition, alongside access to physical and online retail. He put the convenience this way: “The customer should be able to trade a watch for a new watch, all this at the same time in the same building.” This describes his intended customer experience; the interview does not establish which stores or online channels offer it today.
What the operation required
Graf described CPO as a substantial cross-company undertaking rather than simply a new category of stock. It involved staff, after-sales resources, equipment, logistics, IT, and finance. The interview gives no current operational details or independently audited account of the program.
Rank #2
- Premium Carbon Fiber Leather Construction - Crafted from carbon fiber leather, durable MDF, and clear acrylic glass, this single watch winder offers lasting protection with a refined, modern look. It keeps your automatic watch securely displayed while adding a premium touch to your bedroom, office, or dresser.
- Quiet and Anti-Magnetic Japanese Motor - Equipped with a Japanese ultra-quiet motor, this watch winder operates smoothly with low noise for a more comfortable day and night experience. The anti-magnetic design helps protect your watch movement from magnetic interference and supports accurate performance over time.
- Dual Power Supply with Adjustable Pillow - Power this automatic watch winder with a USB-C cable or 2 AA batteries not included for flexible use at home or while traveling. The adjustable pillow is designed to fit a wide range of watch sizes, making it suitable for both men’s and women’s watches.
- Preset Rotation Cycle for Balanced Winding - This watch winder operates in a preset cycle of clockwise rotation for 2 minutes, rest for 6 minutes, counterclockwise rotation for 2 minutes, and rest for 6 minutes. This balanced rotation pattern helps keep your automatic watch wound while avoiding unnecessary continuous movement. For best results, manually wind the crown 20 to 40 turns before placing your watch in the winder to help prevent stoppage.
- Stylish Gift for Watch Lovers - With its modern design and practical function, this single watch winder makes a thoughtful gift for watch lovers, collectors, husbands, fathers, and friends. It is a great choice for birthdays, anniversaries, Father’s Day, Christmas, and other special occasions.
What Bucherer BLUE meant in the interview
Graf said Bucherer BLUE was developed in 2016 and launched with 10 brands and 16 watches. Those figures are his description of the launch at the time, not a current count of participating brands or available models.
He described BLUE as a platform for collaborations with brands and said its guiding ideas were social themes, experiences, and sustainability. As he put it, “With Bucherer BLUE, we want to create a platform for different brands who are interested in working with us on future projects.” He also summarized the intended “Blue DNA” as follows: “We have clear guidelines for the Blue DNA: social, experience, sustainability are things we should really care about.”
Rank #3
- ELEGANT CARBON FIBER DESIGN: Dual Watch Winder with Transparent Acrylic Window to protect your timepiece from scratches while ensuring continuous operation. Its elegant design not only enhances functionality but also serves as a stylish accessory.
- IMPORTANT SIZE COMPATIBILITY (PLEASE CHECK): To ensure smooth operation and prevent motor damage, this dual watch winder is designed for watches with the following maximum dimensions: Dial diameter under 47 mm, case thickness under 28 mm, and strap circumference under 175-195 mm. It can accommodate large watches, but cannot simultaneously hold two mechanical watches with a dial diameter of 58 mm with crown. Please measure your watch before purchasing.
- OPERATING PRINCIPLE: A watch winder serves exclusively to maintain the power reserve and simulates the natural movement of the wrist. It CANNOT wind a completely stopped watch from zero. Important: Please manually wind the crown of your watch approx 20-40 times before placing it in the winder. We also recommend manually checking the time once a week.
- INTELLIGENT INTERVAL ROTATION: Programmed with pauses to prevent over-winding. Mode B: 2 min clockwise, 6 min pause, 2 min counterclockwise. Mode L: 2 min counterclockwise, 18 min pause, 2 min clockwise. You can switch the device off when not in use.(Speed: 970-2430 TPD. Automatic watches only. NOT for Quartz, Seiko Kinetic, or Citizen Eco-Drive).
- CONSTANT POWER SUPPLY (NO BATTERY): Please note that this device does not have a built-in battery and must be permanently connected to a power source (3V~9V, 0.5A) during operation. A connection cable is included (power adapter NOT included). Multiple watch winders can be conveniently connected in series via the cable to save space and power outlets.
Graf said he expected fewer, more specific launches accompanied by a broader themed experience. That was his stated direction in 2019; the interview does not verify whether it remains the program’s current strategy.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.How to read the expansion plans
In 2019, Graf discussed Geneva and planned Zurich, Hamburg, and Düsseldorf locations, as well as possible expansion to London, Paris, and Vienna. These were historical rollout plans, not evidence that those openings occurred or that the locations currently offer Bucherer CPO. A later WatchPro interview in March 2020 reported that CPO had opened in September 2019 and quoted Graf expecting it to appear in more stores, but that dated report also cannot establish the present footprint.
Rank #4
- 🔸 【12-Piece Collector's Watch Winder & Storage Case】 Store and maintain automatic watches with dual rotation modes (clockwise/counterclockwise/interval) for Compatible with Rolex, Omega, Patek Philippe, Cartier, Breitling. Self-adjusting memory foam cushions fit 40-65mm watch sizes (Compatible with Rolex Submariner, Cartier Tank). Luxury watch box protects your collection from dust and humidity
- 🔸 【Whisper-Quiet Operation & Smart Protection】 Silent watch winder with <5dB brushless motor (quieter than a library) ensures 10+ years maintenance-free use. Smart safety sensor pauses rotation when opened to prevent watch scratches. Perfect for bedroom/office use
- 🔸 【Anti-Scratch Carbon Fiber Luxury Case】 Scratch-resistant watch winder with carbon fiber frame and snakeskin PU exterior. Dual LED museum lighting showcases collections while protecting from dust
- 🔸 【Universal Watch Winder with Stable Base】 Weighted non-slip base secures stability on any surface (marble/glass/nightstands). USB-C powered watch winder works with all automatic watches
- 🔸 【Luxury Gift-Ready Watch Winder】 Premium unboxing experience with 2-year global warranty & 24/7 support. Ideal gift for watch collectors – ships in elegant packaging with eco-certified materials
For a current purchase or trade-in, check directly with Bucherer for the relevant country, store, service terms, and available inventory; neither interview provides current listings or eligibility details.
Quick Recap
Best Value
- SUPERIOR CRAFTSMANSHIP: Watch winder box is meticulously handmade from premium materials like high-grade carbon fiber leather, MDF, and transparent large window acrylic glass for durability and a luxurious touch. Watch winder has a stop function when the cover is opened, which is more intelligent. The adjustable watch pillow can easily accommodate larger watches and also fits smaller women's watch bands
- 4 ROTATION MODES: Watch winders offers four modes to choose, providing professional care for your watch: Mode 1: rotate clockwise for 2 minutes, stop for 6 minutes, recycle; Mode 2: rotate counterclockwise for 2 minutes, stop for 6 Minutes, recycle; Mode 3: Rotate clockwise for 2 minutes, stop for 6 minutes; rotate counterclockwise for 2 minutes, stop for 6 minutes, recycle; Mode 4: clockwise for 5 minutes, rotate counterclockwise for 5 minutes, work for 3 hours and stop 9 hours
- ULTRA-QUIET WATCH WINDER: Watch winder case is equipped with a premium silent Japanese motor that features high torque, precise control, low power consumption, and long lifespan. Watch rotator operates at an extremely low noise level of less than 5dB, which means watch winder can work quietly anywhere without disturbing you, even at night, ensuring that you and your family can rest undisturbed
- DUAL POWER SUPPLY: Rotating watch case comes with two charging options: it can be powered by an type-C 5V AC adapter (included in the package) or by batteries (not included). Please note: do not use both AC power and battery power simultaneously. When using the AC power adapter, please remove the batteries.The Type-C interface is versatile and compatible, and can be powered by mobile power supplies, laptops, mobile phone chargers, etc
- PRESENTATION BOX: Presented in a presentation box, Dual watch winder is the ideal present for birthdays, Valentine's Day, weddings, anniversaries, Christmas, or Father's Day. Whether for a husband, father, or friend, it will satisfy even the most discerning recipient
Sources and scope
- Monochrome Watches, Xavier Markl, “Patrick Graf, Bucherer’s Chief Commercial Officer, on Certified Pre-Owned and Bucherer BLUE,” 10 September 2019.
- WatchPro, Rob Corder, “The Big Interview: Patrick Graf, Chief Commercial Officer For Bucherer, Looks To The Future,” March 2020.
Product prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on Amazon at the time of purchase will apply.
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