A Day at La Montre Hermès in Bienne, Part I

When you first visit Bienne, some watch brands are impossible to miss. They are so to speak “in your face”, and that is a great part of the city’s charm. But it’s at least as charming, if not more, when some brands are discovered later, almost by chance, through a walk or a lucky encounter. And when the brand in question is associated around the world with the highest level of quality and craftsmanship, while increasingly becoming a watch collector’s favorite, well, then, it’s pretty incredible.

The Super Good Vibes at the Swatch Boutique in Bienne

The Swatch HQ boutique in Bienne is officially a Drive-Thru. You can come with your car, order via an intercom and collect your watch at the window a few meters away without leaving your seat. Some special boutique watches are even delivered in a burger box! 

Of course, you can also just walk into the store, and, most importantly at a time of much needed eco-consciousness, there is a bus stop and a shared bike station on site. You can also drive over and park right in front, or, if it’s full, on the free “blue” spots a 2 minute walk away, by the Suze river. Unlike just about everything else in Switzerland, the store is open 7 days a week.