It is an inescapable name for anyone interested in jewelry and watchmaking, an “ institution ” known to all collectors and acknowledged by aficionados both for the quality of its range and for the welcome it extends to visitors. Ever since the opening of the very first boutique opened in Lucerne by Carl F. Bucherer in 1888, the demand for excellence as well as a firm determination to offer cutting-edge customer service have found their way through the generations. In its two Geneva boutiques, Bucherer cultivates the philosophy that has forged its success in hosting an expert clientele looking for exclusive watches and elegant jewelry creations, notably precious jewelry set with exceptional gemstones. In addition to the timepieces and jewelry from its own ateliers in Lucerne, the Swiss-based firm also presents a rich selection of models from around 20 prestigious brands, including a remarkable range of Rolex watches. It is no coincidence that Bucherer has for more than 90 years been one of the most important partners of the brand with the crown logo, since it cultivates its expertise with great passion in order to remain a benchmark in Switzerland and indeed Europe. Stepping through the door of one of its boutiques provides an opportunity to enjoy an at-a-glance overview of the wealth of Swiss haute horlogerie and contemporary jewelry virtuosity.