In recent years, luxury has begun to lean into the idea of creating holistic spaces versus simply polished showrooms to sell products. For many retailers, such as Tiffany’s and Louis Vuitton, that has meant opening up cafes or restaurants, while others have added more immersive elements to the shopping experience. In the case of Rolex-owned Bucherer (formerly Tourneau-Bucherer)—the Swiss watch and jewelry brand founded in 1888—that has meant collaborating with artists. In March, the brand partnered with American contemporary artist Christopher Florentino, who creates under the name Flore, for an exhibition at its New York flagship, part of what Bucherer USA CMO Carina Ertl calls its broader “art program.” “The store is literally designed like a gallery space, and we have a professional art hanging system,” she told Retail Brew, adding that the brand has had shows featuring everyone from Andy Warhol and Pablo Picasso to solo shows of Terry O’Neill. “Even though we’re a multibrand retailer, we are also a brand in its own right, so we really try to showcase more than just the creation of fine watches and luxury jewelry pieces,” she said. Beyond art, Bucherer’s New York flagship, called “TimeMachine,” features multiple bars serving drinks, part of a broader push to create a full-scale experience with the ultimate goal of engaging everyone from ultra-high-net-worth clients to younger, aspirational consumers who increasingly value experience alongside product. In chatting with Retail Brew, Ertl opened up about why art matters for the brand, the evolution of its identity, and reimagining itself as a hospitality space. Keep reading here.—JS | 
