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Tourneau is one of those names every watch guy knows — but not for their watches.
For decades, Tourneau was the go-to retailer in the U.S. for all things Swiss, from Rolex to Patek. Showrooms. Glass cases. Sales associates in suits. If
you bought your first “big boy” watch in the ‘90s or early 2000s, odds are it came from a Tourneau boutique.
But yes — they also had their own watches. And while those never hit collector status, there’s more to the story.
Tourneau was founded back in 1900 and spent most of the 20th century as a retail powerhouse. Think “biggest authorized dealer in the country” kind of power.
But in between selling all the big brands, they also offered house-brand watches — typically under the Tourneau name, sometimes co-branded with
private label partners.
These pieces were aimed at entry-level luxury buyers or tourists who wanted something Swiss-made but didn’t want to spend five figures. They offered
Swiss quartz and automatic movements, classic styling, and reasonable build quality.
Not collector-grade. But not junk either.
Tourneau watches fall into the “sleeper dress watch” category.
They’re rarely hyped, but you’ll sometimes find:
Nobody’s flipping these for profit. But if you want a watch that looks sharp, tells time reliably, and doesn’t need a second mortgage? They’re worth a look.
Because not every watch needs to be collectible. Some just need to be good.
Tourneau watches were often assembled in Switzerland, used name-brand movements, and were backed by a retailer that actually stood behind their
products. And since they’ve never been hyped, you can find them on the secondary market for a fraction of what they originally sold for.
Plus, there’s a weird charm to wearing a watch from a brand that usually just sells everyone else’s.
Tourneau-branded watches are no longer being actively produced under that name — mostly because Tourneau was acquired by Bucherer, and is
now slowly transitioning into the Bucherer 1888 brand across retail locations.
That makes existing Tourneau-branded watches something of a closed chapter. You’ll still see plenty of them floating around — especially
Worldmasters, Automatic GMTs, and simple dress pieces with date windows and signed crowns.
And for under a grand? Some of them are real lookers.
I’ve had a few Tourneau watches come through the shop over the years. Nothing earth-shattering. But they were solid. Reliable. Clean.
One guy bought one because it reminded him of his first real watch — and honestly? That’s as good a reason as any.
They’re not collector grails. But they’re not junk either. Just don’t expect moonphase-level excitement… unless you’re a nostalgic ex–sales associate.
Delray Watch is always on the lookout for unique Tourneau watches — especially Worldmaster and Automatic GMT models.
If you have a Tourneau watch you’re ready to sell or trade – reach out. We’re always buying.
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