Shopping for New Watches
It can be neat to purchase a watch from the city where it was made. Your warranty card will say "Bienne" on it, and the person selling it to you typically knows the brand very well.
In this section, we'll go over the local branded boutiques and authorised retailers for the main Bienne brands.
Omega HQ Boutique
Since June 8 2020, Omega HQ has its own boutique. It is very nicely done with everything you could expect, even a watchmaker at work. This is pretty exciting for fans of the brand and something rare to my knowledge for any high end watchmaker. Combined with the museum, this will make for the perfect (although potentially pricey) visit for the many Omega aficionados out there.
Right outside the Cité du Temps hosting the Swatch and Omega museums, alongside the HQs of both brands, is the one-and-only Swatch drive-thru. While you can also walk in, there is the possibility to order and pick up directly from your car. A fun concept in typical Swatch fashion, with a complete selection of all latest models.
Omega @ Jacques Tissot
Jacques Tissot is currently the only authorised dealer for Omega in Bienne. Located downtown on the main shopping street, the century-old retailer offers a good selection of latest products, and works closely, as you would expect, with the brand headquartered a 15 minute walk away.
Rolex @ Villiger
Established since 1911 in Bienne, Villiger operates two shops including the city's authorised dealer for Rolex. The atmosphere is friendly, more relaxed than in many Rolex retail points. The place has the reputation of having good access to some highly demanded models.
Hamilton @ Christ
The authorised dealer for the legendary American brand now based in Bienne is the local branch of the Swiss watch retail chain Christ. Located on the main shopping street downtown, the shop offers a good selection of the latest models of the brand known to offer one of the the best quality/price ratios in Swiss watchmaking.
La Maison Glycine
Serving as their HQ, with an atelier, a mini museum and the brand's boutique, the site is a charming destination in the Bienne old town. Airman fans will find the latest variations of the brand's characteristic world timer alongside early prototypes of the Vacuum chronometers that made Glyicine's reputation in the 1950s.