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Sotheby’s introduces its latest luxury shopping haven for collectors

The Sotheby’s Salon, at watch retailer Bucherer, is elevating luxury retail in Zurich.

Sothebys X Bucherer store

Experience the Sotheby’s Salon at Bucherer, a visionary retail concept, that seamlessly melds the realms of artful auctions and opulent retail, creating an elevated shopping experience like no other. For the first time in history, an auction house has crafted a permanent cross-category luxury haven, offering clients an unparalleled multichannel shopping extravaganza featuring the world’s most sought-after ultra-luxury brands. The purpose-built ultra-luxury retail destination of its kind is nestled within the illustrious Bucherer flagship store at Bahnhofstrasse 50 in Zurich.

Sothebys X Bucherer store

The Salon boasts extraordinary treasures, including the iconic ‘The Last Dance’ Michael Jordan 1998 NBA Playoff jersey, valued at an astounding $1-2 million. This sumptuous boutique transcends traditional shopping – it’s a social haven where collectors converge, share their passions and indulge in a world-class luxury atmosphere that guarantees exclusivity and discretion. Stemming from their previous successful endeavors, which included captivating in-store activations and the introduction of Bucherer’s Certified Pre-Owned Watches inventory on Sotheby’s online marketplace, The Salon at Bucherer is the culmination of over two years of meticulous planning and a united vision.

Sothebys X Bucherer store

Expressing the delight of opening the store, Josh Pullan, Sotheby’s Head of Global Luxury Division shared, “We developed the concept for the Sotheby’s Salon at Bucherer over 2 years ago and used the combined 400 years’ experience our brands to create a truly differentiated concept. Our shared vision was to create an experience that brought clients together to celebrate the joy of collecting and to expand their knowledge. The Salon presents outstanding examples of items from a diverse range of categories spanning wine, art, jewels, sports memorabilia, and more, 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. We could not have wished for a more experienced and committed partner than Bucherer and we’re delighted to open our first Salon here in Zurich.”

Bucherer, a luxury watch and jewellery retailer, was founded by Carl F. Bucherer – who also founded the namesake watch brand. The retail concept, however, was recently acquired by watchmaker Rolex in 2023.

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