The Bucherer success story continued in the same vein despite the crises of the 1930s and the Second World War. The family business opened branches in further Swiss towns and tourist destinations. In 1977, management was taken over by the third generation of the founding family: under Jörg G. Bucherer, the business expanded into Austria in the 1980s, and then into Germany some 10 years later.

In Switzerland, Bucherer acquired the Kurz Group in 1989, and, in 2001, Swiss Lion AG. The separate company Carl F. Bucherer was also founded in 2001, continuing the Bucherer family’s watchmaking tradition that stretches back to 1919.

In 2013, Bucherer celebrated its 125th anniversary and opened the world’s largest watch and jewellery store in Paris. In 2016, Bucherer’s most northerly site to date – and the largest watch and jewellery store in Scandinavia – opened its doors in Copenhagen. Four more boutiques in London were added to the company portfolio with the acquisition of The Watch Gallery in 2017, and in January 2018, Bucherer took over the American luxury watch retailer Tourneau, which has 28 stores across the US.