A Prestigious Address in the Heart of Zurich
The Swiss watch brand Longines has reinforced its home-market presence with the opening of a new flagship boutique at Bahnhofstrasse 65, one of the most renowned shopping streets in the world. Covering 166 square metres, the boutique is among the largest in the brand’s global network and brings an elegant new highlight to the city centre.
This prestigious address marks an important milestone for Longines in its home country. The new boutique reflects the brand’s continued commitment to Swiss craftsmanship, tradition and refinement.
Where Architecture Meets Watchmaking Art
The boutique is located in a listed building that combines a neo-Renaissance stone façade with elegant Art Nouveau elements, a true architectural tribute to the passage of time. The façade embodies the elegance of the early years, complemented by large display windows and a striking entrance that opens onto Zurich’s most famous street.
Inside, timeless Longines aesthetics blend with contemporary design to create an environment dedicated to fine watchmaking. The 166-square-metre space reflects both the brand’s rich heritage and its refined modernity, setting a sophisticated tone along Bahnhofstrasse.
A Boutique Designed for Experience
The new Longines Zurich Boutique offers far more than a retail experience. Generous exhibition spaces and an open, light-filled layout invite visitors to explore the full Longines collection at their leisure.
At its centre is a bright glass lounge, reminiscent of a winter garden, inspired by the natural surroundings of the brand’s home in Saint-Imier. This lounge serves as a place of encounter and calm, allowing guests to immerse themselves in the world of Longines.
A highlight of the boutique is the Collectors Corner, where carefully restored historical timepieces and limited editions are on display. Here, collectors and enthusiasts can discover exceptional models and experience nearly 200 years of Longines history up close.
Celebrating Heritage and Innovation
Decorative details throughout the boutique tell the story of the brand’s milestones, from pioneering achievements in aviation to Longines’ longstanding ties with equestrian sports and alpine skiing. The interior design also reflects the cultural spirit of Zurich, harmoniously connecting the brand’s Swiss heritage with the city’s contemporary flair.
Patrick Aoun, CEO of Longines, explains:
‘The opening of our new boutique on Zurich’s prestigious Bahnhofstrasse represents a major milestone for Longines both internationally and here in Switzerland, our historical home. This address offers our clients an experience that fully embodies our values of elegance, tradition and performance. It unites more than 190 years of Longines heritage with a warm, contemporary design, creating a space where the art of watchmaking comes to life. We look forward to welcoming Swiss customers as well as visitors from around the world.’
A New Chapter for Longines in Switzerland
With the opening of its Zurich flagship boutique, Longines underlines its close connection to its origins while reaffirming its presence at the world’s most prestigious retail addresses. The new location combines elegance, Swiss watchmaking excellence and contemporary design, inviting both local and international visitors to discover the world of Longines in a uniquely inspiring setting.
About Longines
Founded in 1832 in Saint-Imier, Switzerland, Longines combines tradition, elegance and performance through exceptional watchmaking expertise. The brand has long served as an official timekeeper at international sporting events and maintains close partnerships with leading sports federations. Known worldwide for the elegance of its timepieces, Longines belongs to the Swatch Group, the world’s leading watch manufacturer. Recognisable by its winged hourglass logo, Longines is present in more than 150 countries.d
More Information under: www.longines.com
– Text by Longines; Translation by Dylan Lodise, Photos by Longines
