Aletta: … and because we kept asking ourselves how a manufacturer could possibly sell this product at such an appealingly low price. Of course, we had seen other watches with similar appearances, but much costlier price tags. We knew that Bucherer is a real luxury brand which would never put its name on mediocre merchandise. Peter: But we also knew that Bucherer's name is associated with watch dealerships and that Bucherer would therefore find it difficult to develop into a global brand that would also be distributed by other jewelers. No Fields Found.