Sotheby’s has partnered with Bucherer, to open its first luxury retail destination. The Sotheby’s Salon at Bucherer is located on the entire third floor of Bucherer’s Zurich flagship store on Bahnhofstrasse 50. The new retail concept combines traditional luxury retail with an auction experience. The 1,700-square-foot space also has a strong social component.
Bucherer is a luxury watch and jewelry retailer based in Switzerland with more than 100 locations in Europe the U.K. and the U.S. It is especially well-known as one of the world’s largest and most important luxury watch retailers.
Bucherer x Sotheby’s Zurich salon
This new retail concept will open Bucherer’s business to new luxury categories, such as rare handbags, fine art, wine and spirits, art objects and collectible athletic shoes. This includes one-of-a-kind items like Michael Jordan’s 1998 NBA Playoffs “The Last Dance” game worn jersey (estimated at $1 – $2 million) and products from lifestyle brand, Supreme, known for its limited viral releases. Of course, watches and jewels will be part of the product mix.
The new space will also provide Bucherer with access to Sotheby’s clients worldwide. For clients of both companies, it offers a new luxury shopping experience.
The wine tasting room in the Sotheby’s Salon at Bucherer
Josh Pullan, Sotheby’s head of Global Luxury Division, said the Salon at Bucherer took more than two years of planning to create “a truly differentiated experience” for collectors and shoppers of art and luxury.
“Our shared vision was to create an experience that brought clients together to celebrate the joy of collecting and to expand their knowledge,” Pullan said in a joint statement. “The Salon presents outstanding examples of items from a diverse range of categories … and offers clients the ability to purchase them from auctions or instantly in the boutique. Every detail has been designed to deliver an ultra-luxury experience and ensure we go beyond clients’ expectations of luxury shopping.”
Michael Jordan’s 1998 NBA Playoffs “The Last Dance” game worn jersey (estimated at $1 – $2 million)
Clients also can purchase items online in the salon or anywhere else in the world. In addition, clients can use the salon to meet with Sotheby’s specialists to receive valuations of their items and to consign them directly for sale at auction, retail or in a private sale.
The social component is an important part of the Sotheby’s Salon. It’s designed for collectors and enthusiasts to meet and share their knowledge, passion and experience. Sotheby’s said it will host events in the Salon throughout the year that offer education, experiences and exclusive previews.
Offerings in the salon includes sports memorabilia and items from LVMH and Supreme
The two luxury brands said it is the first time an auction house opened a permanent cross-category luxury destination that offers clients a multichannel shopping experience. “The new boutique was conceived as a social destination where collectors gather, learn and share their passions in an industry leading luxury environment that ensures a discrete and private experience,” according to the statement.
The salon is the latest in a series of partnerships between Sotheby’s and Bucherer. It includes collaborations in New York and Switzerland and the offering of Bucherer’s Certified Pre-Owned Watches inventory on Sotheby’s online marketplace.
Sotheby’s Salon at Bucherer is designed for comfort and socializing
Bucherer has been in the news a lot lately as it has been expanding in the U.S. and placing more focus on its jewelry offerings. In a move that stunned the luxury watch industry, Swiss watch brand, Rolex, announced in late August that it will acquire Bucherer.
