The Tourneau brothers opened their first watch counter in 1925 at the Berkshire Place Hotel in New York City. In 1930, the first Tourneau store opened at 49th Street and Madison Avenue, capitalizing on demand for Swiss wristwatches. A second Tourneau store opened at the Pennsylvania Hotel across from Penn Station in 1940.
The Wexler family, which had opened their first jewelry store in 1900 in Eastern Europe, purchased Tourneau in 1975 and began expanding outside New York. They opened a location in Bal Harbour, Florida in 1979 before expanding to the West Coast in the 1990s.
In 1997, the Tourneau TimeMachine flagship store opened in New York, said to be the world's largest watch store. This was surpassed in 2005 with the opening of the Tourneau Time Dome at Caesar's Palace in Las Vegas.
In 2006, Tourneau was sold by the family to the private equity firm Leonard Green & Partners for $355 million. In 2018, Bucherer Group purchased Tourneau for an undisclosed sum. The company is said to be interested in bringing the Bucherer name to the United States market.
Today, Tourneau is the largest authorized watch retail operation in the United States and sells many major brands Richemont (Baume & Mercier, Cartier, IWC, Jaeger-LeCoultre, Montblanc, Panerai, Piaget, Ralph Lauren, Vacheron Constantin), Citizen Holdings (Alpina, Citizen, Frédérique Constant), Swatch Group (Blancpain, Breguet, Glashütte Original, Hamilton, Longines, Mido, Omega, Rado, Tissot), LVMH (TAG Heuer, Zenith), and other brands (Ball Watch, Bell & Ross, Breitling, Carl F. Bucherer, Corum, Devon, Franck Muller, Mondaine, Movado, Nomos Glashütte, Oris, Patek Philippe, Raymond Weil, Rolex, Shinola, Tudor, Tutima, U-Boat, Victorinox Swiss Army). Many of these brands have boutiques within or alongside Tourneau stores, notably Rolex, Patek Philippe, and Omega. Some major brands are not represented, however, including A. Lange & Söhne, Audemars Piguet, Bulgari, Hublot, and others.
Additionally, Tourneau maintains their own in-house brand.