Carl F. Bucherer, the historic Swiss watch brand, is reportedly being discontinued, as revealed by the Swiss business newspaper Bilanz. The brand, once a personal project of Bucherer patriarch Jörg Bucherer, struggled financially despite an estimated investment of 250 million Swiss francs ($275 million). Under Rolex’s new leadership, it was deemed no longer viable. Though employees have been notified of the closure, no official statement has been issued yet. Founded in 1888 by Carl Friedrich Bucherer in Lucerne, the brand quickly gained recognition for its fine timepieces and expanded into watchmaking. Throughout the 20th century, it earned acclaim for its craftsmanship, technical innovations, and luxury complications like flyback chronographs and tourbillons.