80th Hublot boutique is a Swiss alpine retreat


Hublot has opened one of the world’s highest altitude watch boutiques in the Swiss Alpine resort of Zermatt.

The store, Hublot’s 80th worldwide, at 27 Bahnhofstrasse sits at 1,608m above sea level and carries two limited editions specially created to celebrate the occasion.

For Zermatt Hublot has dropped its traditional boutique design in favour of one that reflects its surroundings, a mountain ‘chalet-boutique’.

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The exterior offers a modern interpretation of traditional alpine architecture while inside the counters and the displays are dressed in wood and glass. Under a framework of exposed beams, the old wooden walls reveal the narrow openings that are so characteristic of the barns. The lights inserted into them give the space a warm ‘homely’ feel.

On the walls, displays are surrounded by metal frames which illustrate a typically Swiss art, reinterpreting the technique of paper cutting, which are also found on the external window displays and balconies.

To mark its climb to the foot of the Matterhorn, Hublot has created two numbered Big Bang Zermatt models. In a tungsten or satin finished red gold case, with a ceramic bezel, a grey satin finished sun dial displays a counter at 9 o’clock engraved with the emblematic silhouette of the Matterhorn. Held on a brown calfskin strap with beige stitching, the Big Bang Zermatt is available in a limited edition of 150. The base opens to reveal a mechanical chronograph automatic winding HUB4100 movement. A piece of 3cm rope takes pride of place above the movement between two sapphire panes.

The boutique is also home to traditional costumes and music as well as cheese from none other than Jean-Claude Biver, LVMH watch division president, who’s other passion is cheese-making.

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Tags : alpinearchitectureHublothublot boutiquemonobrandstore envyswitzerlandzermatt
James Buttery

The author James Buttery

Editor of WatchPro, the WatchPro Hot 100 and The Luxury Report.