What: Rolex SA is buying Bucherer AG in a deal that will give Rolex a presence in consumer sales.

Why it is important: The purchase of Bucherer will allow Rolex to start selling its watches in its own stores as the only store owned and operated by Rolex is in Geneva.

Bucherer will continue to operate independently, keep its name, and sell other watches. The deal between companies was done in part based on its long-term relationship. This acquisition is the second major shift in retail strategy for Rolex after it launched its authentication certificate program in December for used watches at authorized dealers.

Rolex to buy Bucherer in major retail move for Swiss giant