Switzerland, renowned for its horological excellence, offers a captivating blend of luxury and watchmaking heritage. But beyond exquisite timepieces, the country provides immersive experiences for well-heeled buyers. From lakeside resorts to historic hotels in watchmaking regions, Switzerland promises an unforgettable journey for discerning watch lovers seeking more than just a shopping trip.
Hôtel des Horlogers, Le Brassus
Owned by Audemars Piguet, Hôtel des Horlogers in Le Brassus, designed by BIG, offers direct access to the brand’s factory and museum. The 50-room property features a zigzag structure providing stunning valley views and sustainable elements such as locally sourced bottled water and biodegradable amenities. Stone and wood accents make up part of its design.
Read more: Why the Audemars Piguet museum is a must-visit destination
The entrance to Hôtel des Horlogers
Valley Guest Room at Hôtel des Horlogers
Serving watchmaking professionals in Vallée de Joux, which is home to brands like Jaeger-LeCoultre, Breguet and Blancpain, the hotel offers an immersive experience in Swiss horology and luxury. Dining options include Brasserie Le Gogant by Emmanuel Renaut, serving refined dishes with ingredients from nearby farms, and a bar offering bespoke cocktails.
Pro tip: Once you’ve completed your visit to the Audemars Piguet manufacture, arrange a two-day session at the Watchmaking Training Centre, where you can completely re-assemble your own timepiece.
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Hôtel Palafitte on Lake Neuchâtel
A Lake Pavilion at Hôtel Palafitte
Hôtel Palafitte, Neuchâtel
Situated on the edge of Lake Neuchâtel, this unusual hotel offers 38 freestanding larch wood suites, half on stilts over the water, with panoramic views. Owned by the Sandoz Family Foundation, which has longstanding ties with the watch industry thanks to its ownership of Parmigiani Fleurier and Vaucher manufacture, it is located near the Unesco-listed watchmaking towns of La Chaux-de-Fonds and Le Locle.
The hotel combines a resort-like ambience with a unique design, employing golf carts to ferry guests from room to lobby and vice versa. Its intimate yet eccentric atmosphere, coupled with dining at La Table du Palafitte, offering seasonal and locally-sourced dishes, makes it not only a favourite among watch enthusiasts, but also a perfect retreat for tranquillity.
Pro tip: Book one of the Lake Pavilions, which boasts the most breathtaking views of the water and direct access to the lake via a ladder from the private terrace.
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Bürgenstock Hotels & Resort boasts a funicular train leading down to Lake Lucerne
Bürgenstock Hotels & Resort, Lucerne
Perched 1,600 feet above Lake Lucerne, Bürgenstock Hotels & Resort blends horological tourism with Hollywood glamour, culinary delights, and relaxation. Celebrating its 150th anniversary, the property includes three luxury hotels, a 108,000-square-foot spa, health and medical facilities, and 10 dining options, including an Asian restaurant for those missing the taste of home.
The resort once hosted celebrities like Audrey Hepburn and Sophia Loren. Planned activities include cheese-making and golf. The best thing to do, however, is taking a scenic funicular ride to Lake Lucerne and shopping (window or otherwise) at the world-famous Bucherer store that stocks over 30 luxury watch brands.
Pro tip: Bring your bathers because the hotel’s spectacular infinity pool is game-changing with its breathtaking views over Lake Lucerne.
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Beau-Rivage in Geneva often hosts independent watchmakers
A junior suite with a view of Lake Geneva at Beau-Rivage, Geneva
Beau-Rivage, Geneva
As a luxury hotel with a deep connection to the world of horology, Beau-Rivage Genève is located near historic watch boutiques and the Patek Philippe Museum, providing easy access to the heart of Geneva’s watchmaking heritage. The hotel frequently hosts independent watchmakers who are showing outside Palexpo during Watches and Wonders, making it a major pit-stop for enthusiasts.
With its elegant rooms, fine dining, and luxurious amenities, Beau-Rivage offers an exceptional stay for those seeking to explore the rich tapestry of Swiss watchmaking in a landmark luxury property whose old-world charm has been passionately preserved for over 150 years. Unique dining experiences include Le Chat-Botté, offering gourmet cuisine, and Thai-themed Patara.
Pro tip: The hotel’s Sunday brunch is a must. Served on a sun-drenched terrace with direct views of Lake Geneva’s Jet d’Eau, this gourmet spread is designed by renowned chef Mathieu Croze and pastry chef, Kevin Ollivier.
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