The Swiss company has taken the radical step of moving into the second-hand market.
At Bucherer AG ’s flagship boutique in Geneva, most anyone looking for a new Rolex Daytona is probably going to be disappointed.
There are none in stock and waiting lists can last weeks, months, even years. But head up to the fourth floor of the Rolex-owned store and you might get lucky. That is if you are willing to take a used watch, and pay a lot more for it.