External Content

The following content is sourced from external partners. We cannot guarantee that it is suitable for the visually or hearing impaired.

(Bloomberg) -- IWC Schaffhausen has become one of the first Swiss watchmakers to have its own bar.

Next door to a new IWC boutique in Geneva selling five-figure timepieces, watch aficionados can plunk down 26 francs ($26) for a cocktail melange of lavender syrup, Perrier-Jouet Champagne and Aviation American gin at Les Aviateurs, which is reminiscent of a gentleman’s club.

The bar, which opened Saturday, is run through an alliance with Globus, one of Switzerland’s highest-end department stores, whose entrance is smack-dab between the IWC shop and the bar. The bar’s decor features metal-riveted leather sofas, old-fashioned light bulbs, lots of brass and an oversize IWC clock in the corner. The 149-year-old brand, owned by Richemont, has been making pilot’s watches since the mid-1930s, and its lineup now includes the Spitfire and Top Gun.

Swiss watchmakers are experimenting with new ways of attracting clients amid a glut of timepieces, and one way they do it is to try to sell experiences rather than just products.

A friendly tip from behind the bar: before asking for a free drink with your watch purchase, talk to the salespeople next door.

To contact the reporter on this story: Mara Bernath in Zurich at mbernath1@bloomberg.net.

To contact the editors responsible for this story: Lukas Strobl at lstrobl@bloomberg.net, Eric Pfanner at epfanner1@bloomberg.net, Thomas Mulier, John J. Edwards III

©2017 Bloomberg L.P.

Neuer Inhalt

Horizontal Line

swissinfo EN

Teaser Join us on Facebook!

Join us on Facebook!

subscription form

Form for signing up for free newsletter.

Sign up for our free newsletters and get the top stories delivered to your inbox.

Click here to see more newsletters