Following up on its purchase of watch retail giant Tourneau, Bucherer has now acquired Baron & Leeds, a leading retailer of fine watches and jewelry in California and Hawaii.

Baron & Leeds, founded in 2002, operates two Rolex boutiques located at South Coast Plaza in California and the International Market Place in Honolulu. The company also owns and operates two Baron & Leeds stores located in Maui at Whalers Village in Lahaina and at The Shops at Wailea.

Following up on its purchase of watch retail giant Tourneau, Bucherer has now acquired Baron & Leeds, a leading retailer of fine watches and jewelry in California and Hawaii.

Baron & Leeds, founded in 2002, operates two Rolex boutiques located at South Coast Plaza in California and the International Market Place in Honolulu. The company also owns and operates two Baron & Leeds stores located in Maui at Whalers Village in Lahaina and at The Shops at Wailea.

In addition to the 24 Tourneau stores, this now makes 28 US stores under the Bucherer umbrella. There is no word yet whether the Baron & Leeds’ stores will be rebranded Bucherer.

“We take great pride in partnering with companies who complement and align with our quest for perfection, warm hospitality and constantly aspire to delight customers with fascinating brands and products,” says Guido Zumbühl, CEO of the Bucherer Group. “Baron & Leeds meets all of these criteria and we are excited to welcome them to the Bucherer family.”

Ira Melnitsky, CEO of Tourneau, adds, “The acquisition of one of the country’s leading retailers of fine watches and jewelry represents an important step forward in the continued growth of Tourneau. We are proud to be able to expand our customer relationships in both California and Hawaii. Baron & Leeds has always shared our passion for exceptional products and unparalleled customer service and we are excited to welcome all of their employees to our team.”

The use of both the Bucherer and Tourneau names continues to confuse a little bit, as Bucherer has already confirmed that they will be changing the Tourneau name to Bucherer in the future.

Watch this space, we’ll get to the bottom of this and more.