Rolex’s announcement on 24 August about the brand buying Bucherer was certainly a watch-world-shattering moment, but mainly because — like everything the Crown does — it came without any hints, warnings, or fanfare. Rolex’s announcement on 24 August about the brand buying Bucherer was certainly a watch-world-shattering moment, but mainly because — like everything the Crown does — it came without any hints, warnings, or fanfare.