TAG Heuer, Zenith, Hublot, Omega, Haute Horlogerie Schindler and Bucherer all have boutiques in the upmarket Swiss Alpine resort of Zermatt.
Now there is a new kid on the block in the form of Norqain, a watch business that was only founded in 2018 and launched its first watches in 2019.
The company has barely lived a day without the long shadow of covid hanging over it.
That experience may come in handy for Norqain’s new Zermatt boutique, which opens at a time of increasing travel restrictions that look likely to disrupt this ski season.
That said, the nearby Sion Airport never seems to have any difficulties welcoming the private jets of the super rich heading to the resort.
Zermatt is Norqain’s first boutique in the world.
Its Alpine location is a good fit for the brand.
“The new boutique brings the bold spirit of the adventure, freedom and independence to life with innovative, contemporary interior design and architecture,” the company says.
Natural stone and reclaimed wood from Zermatt are used for the showcases and back walls of the 50sqm boutique, while window displays inspired by the Swiss Alps give it a modern feel.
Norqain says it chose Zermatt as the home of its first boutique because it is linked to several partnerships the brand is engaged in including the Matterhorn Ultraks trail race, the 400+ mountain guides and ski instructors of the Zermatters which is the biggest association of mountain guides and ski instructors in Zermatt as well as climber and Matterhorn speed record-holder Andy Steindl.