Tourneau Is Changing Its Name

Luxury watch retailer Tourneau is changing its name, WWD reports.

The brand will be known as Bucherer.

Bucherer is the Swiss retailer that acquired Tourneau three years ago.

Tourneau operates 31 store across the U.S. During a year-long transitional period, the stores will use the name “Tourneau Bucherer,” according to WWD.

Ira Melnitsky, president of Bucherer USA, told WatchTime that for now, “Our marketing, our internal communication, even our shopping bags will all bear what we call a hybrid logo, which includes both the Bucherer and Tourneau names.”

Tourneau sells high-end watch brands such as Rolex, Patek Philippe and Cartier.

Read more at WWD