In a 2019 interview, Bucherer Chief Commercial Officer Patrick Graf explained why the retailer entered certified pre-owned watches, how it said it sourced them, and what it intended Bucherer BLUE to be. His comments describe the company’s thinking at that time—not the programs’ current availability, locations, or strategy.
Why Bucherer entered certified pre-owned watches
Graf linked Bucherer’s 2019 move into certified pre-owned (CPO) watches to its acquisition of Tourneau, which gave the company a foothold in the U.S. market. He also pointed to collector interest, vintage watches, trading, and the possibility of attracting new customers as reasons he saw potential in the category. These were Graf’s explanations in the interview, not evidence of a current market trend.
He framed the offer around physical and online retail, customer trust, watchmaking and servicing capacity, and the ability to sell or trade in a watch. “This business relies on trust,” he said. That was Bucherer’s stated positioning, not an independent assessment comparing it with other CPO sellers. Read the Monochrome Watches interview with Graf.
How Bucherer said it sourced and handled watches
Graf described two sourcing routes: established partners and direct customer sales or trade-ins. At the time of the interview, he said Bucherer was working primarily with brands with which it already had retail partnerships. He said expansion beyond that portfolio would require an understanding of the brands and the ability to provide certified service.
#1 Best Overall
- 37mm IP Yellow Gold Case
- IP Yellow Gold Bracelet
- Silver Sunray Dial
- 3 ATM
- MSRP: 1450.00
He also described CPO as a cross-company operation, requiring staff, after-sales resources, equipment, logistics, IT, and finance. The interview does not provide a detailed authentication checklist, warranty terms, or a current list of eligible brands, so it cannot establish what a buyer should expect from a present-day Bucherer CPO purchase.
What Graf said made the CPO offer distinctive
Graf emphasized combining a place to buy a pre-owned watch with the ability to sell or trade one, potentially alongside a new-watch purchase. As he put it, “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 the service concept he articulated in 2019; it does not confirm that every location offered that option.
Rank #2
- Pre-Loved Condition: Excellent; Faint scratching throughout hardware
- 31mm
- Made in Switzerland
- Hidden Crown Clasp
- Signature upon delivery required
For a buyer comparing CPO sellers, the interview suggests useful questions rather than a retailer ranking:
- Access: Can you view or buy online, in a physical store, or both?
- Verification and service: Who authenticates the watch, and what servicing capability is available?
- Trust and provenance: What documentation and condition information accompany the specific watch?
- Sourcing: Does the seller acquire watches through trade-ins, direct purchases, partners, or a combination?
- Availability: Is the model and service you want currently available in your market?
What Bucherer BLUE meant in the interview
Graf said Bucherer BLUE was developed in 2016 and launched with 10 brands and 16 watches. He described it as a platform for collaborations with brands, rather than simply a single watch collection: “With Bucherer BLUE, we want to create a platform for different brands who are interested in working with us on future projects.” The launch figures are Graf’s account in the 2019 interview.
Rank #3
- Pre-Loved Condition: Excellent; Faint scratching to hardware
- 28mm
- Made in Switzerland
- Hidden crown clasp
- Signature upon delivery required
He summarized the concept’s guiding ideas as “social, experience, sustainability,” calling these elements the “Blue DNA.” In the interview, he also anticipated fewer, more specific launches supported by a broader themed experience. That is a description of the strategy he expressed then, not confirmation that it remains the program’s current approach.
Which plans were still future plans in 2019?
Graf discussed Geneva and planned Zurich, Hamburg, and Düsseldorf locations, along with possible expansion to London, Paris, and Vienna. These were rollout statements made in 2019. They should not be read as proof that those locations opened or that Bucherer BLUE or CPO is currently available there.
Rank #4
![Apple Watch Series 11 [GPS + Cellular, 42mm] Natural Titanium Case with Natural Milanese Loop, One Size (Renewed)](https://m.media-amazon.com/images/I/51Md9+5flYL._SL160_.jpg)
- This pre-owned product is not Apple certified, but has been professionally inspected, tested and cleaned by Amazon-qualified suppliers.
- There will be no visible cosmetic imperfections when held at an arm’s length. There will be no visible cosmetic imperfections when held at an arm’s length.
- This product will have a battery which exceeds 80% capacity relative to new.
- Accessories will not be original, but will be compatible and fully functional. Product may come in generic Box.
- This product is eligible for a replacement or refund within 90 days of receipt if you are not satisfied.
A March 2020 WatchPro interview later reported that CPO had opened in September 2019 and quoted Graf expecting it to appear in more stores. That later expectation is also historical and does not establish the present footprint. Read the WatchPro interview.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.What the interviews establish—and what they do not
Together, the interviews offer a dated account of Bucherer’s rationale, operating ambitions, sourcing approach, and collaboration concept. They do not verify current CPO inventory, prices, locations, service terms, participating brands, or Bucherer BLUE releases. Anyone considering a purchase or trade should confirm those details directly for the relevant location and watch.
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Quick Recap
Best Value
- Pre-Loved Condition: Excellent; Minor scratching to hardware
- 28mm
- Made in Switzerland
- Hidden crown clasp
- Signature upon delivery required
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.
