The REAL reason that Rolex bought Bucherer

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Rolex v Icebox

Last week, Icebox / Swiss Watches GA, a third party retailer of pre-owned watches, officially acknowledged receipt of a lawsuit filed by Rol…

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Rolex now profits from retail through its ownership of Bucherer (well, Rolex is a non-profit but that's another topic of discussion). And, the brand can now plausibly claim significant financial damages since sale of modified pre-owned "iced out" watches arguably reduce sales through Rolex's own. official, Certified Pre-Owned Program.

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