They deserve the credit for the new boutique


Pop-up pavilion


Pop-up pavilion

Beyer is ushering in a new era


Article from the BEYOND magazine, Edition 30


A major refurbishment is underway at Beyer Watches & Jewellery. Pleased as he is with the temporary pop-up pavilion, René Beyer looks forward much more to the possibilities thereafter.

By Matthias Mächler

Mr Beyer, you’re putting enormous effort into refurbishing the store. Why?
I’m 56 years old, an age at which you start to worry about what will happen when you can’t lead the company yourself. When the time comes, I don’t want to hand it over in dire need of restructuring, but as a modern business well equipped for the future, both up front and behind the scenes. We’ve only made cosmetic improvements since the last refurbishment, which was back in 1971.

What will be different?
Everything, actually! The shop will be unrecognisable: much more airy, flooded with light. The central cash desk and the huge safe in the background are going. The service department is being upgraded; the Rolex Corner is taking shape in the gallery and a stylish Beyer World on the ground floor.

What will be different for customers?
We’ll be able to cater to our guests even more individually. One little example: our tables will be adjustable to let us adapt not only to the needs of people in wheelchairs, but just as well to young people who prefer casual bar stools. Also there will be almost no more cables or catalogues anywhere: we’ll work digitally – but with no less sensuality. And there’ll be less waiting because we’re eliminating a lot of complicated walk patterns.

For the duration of the five-month refurbishment, next to the shop you’ve set up not just a cheap makeshift solution in metal, but a work of art made of wood....
Yes, the pop-up character is important to us: the pavilion marks the start of a new era that’ll be younger and more modern, with a more feminine atmosphere. Characteristics like premium quality and sustainability will be as important as ever. 100 percent of the wood for the pavilion can be reused. And the same volume of wood regrows in Switzerland in 15 minutes. Windows were also important to me, which is unusual in this kind of building. It goes without saying that we have excellent air conditioning to ensure the comfort of our customers.

Will the legendary Beyer service be scaled back during the transition period?
Of course not! There’ll always be a watchmaker on hand to provide various services. If desired, we can also take care of parking guests’ cars for them.

A promotional campaign is being planned to accompany the reopening. What’s behind the new slogan “As long as time exists – Beyer Watches & Jewellery”?
Beyer has always been there, Beyer will always be there. We’ve been selling watches since 1760, which means we’ve been around longer than the United States, for instance, so it’s fair to say that, without sounding corny. We simply belong here – and hopefully for as long as there is time. To do justice to this claim, however, it’s not enough to rest on your laurels. You have to keep on rejuvenating and reinventing yourself. At the moment we’re like a caterpillar turning into a chrysalis. Once the refurbishment is completed, it will be like the butterfly emerging.

Is the refurbishment impacting any other areas of Beyer Watches & Jewellery?
Regrettably, we had to close the Museum for duration of the refurbishment. At least the corona crisis is preventing tourists, who often travel specially to visit the Clock and Watch Museum, from turning up only to find it closed. Apart from that, neither the Patek Philippe boutique nor the watch and goldsmith workshops, or the offices, are affected.


You’re working with two architectural firms. Why?
Sandro Palmieri from Palmieri Baumanagement AG has been with us for about thirty years. He knows the situation inside-out and is responsible for the hardware. André Hauser from Hauser & Partner AG is creating the interior, the atmosphere. He’s known for his incomparable Sprüngli shop-window displays. I have rarely met someone with such outstanding taste.

What are you looking forward to most?
With a project like this, you’re happiest if it runs to schedule (laughs). There’s likely to be a slight delay because some elements for the interior decoration are being delivered from abroad. I can’t wait to see how the all pieces of the puzzle will look when it’s finished. And how it will feel to walk in them, touch them. I’m also looking forward to the wider, more inviting entrance and the undulating ceiling that will defuse the severity of the high room.

The refurbishment will be your legacy. But you’re not planning to retire quite yet, are you?
I certainly don’t intend to stop working tomorrow. But as I said at the beginning: I’m 56, so it would be irresponsible not to plan for when I’m no longer around. What will happen then has not yet been decided. We’re currently playing through five possible serious scenarios, none of which is urgent.

They all emphasise the increasingly difficult circumstances of many watch retailers. Why not look for a quick, lucrative solution?
Because we don’t have to. We have the right range of brands, the right clientele, the right staff, the right niche – and plenty of time. Many of our brand partners are not interested in internet business or direct sales, but rely on us and our know-how. We have analysed the situation very carefully and are approaching the future confidently as an independent, traditional company, otherwise I would never have agreed to this complex refurbishment. As for the corona crisis, we’ll make it through. We’re anticipating a fifty percent drop in sales, but we’ll cope with that. Now I’m simply looking forward to the reopening – especially as it marks the 260th anniversary of Beyer Chronometrie.


Picture 1: Modern interpretation of the Sixties: From August, Beyer Watches & Jewellery will be resplendent in a new look. 

Picture 2: They deserve the credit for the new boutique: André Hauser (interior design), René Beyer, Sandro Palmieri (architecture), Martin Tobler (head of sales) and Dejan Todosijevic (security) discussing the next steps. 

Picture3: Making good use of the time during the lockdown: this exclusive pop-up pavilion was built in Bärengasse. 

Picture4: The Pop-up pavilion