For this summer time period, we decided to bring you a special Swiss postcard video from one of the nicest touristic destination, Lucerne. This little town has become a very special watch-purchasing destination over the years with scores of tourists coming to visit this beautiful region from all over the world.

Lucerne is found in the very center of Switzerland and with the lake and surrounding mountains, it makes this small medieval town one the most visited place as tourist can enjoy various activities during the same day. It’s like an attraction park, but everything is real!

So with these numbers of tourists coming in, it was only logical that watch brands would find their way in and the number of boutiques has just bloomed over the last 5-10 years. Historically, Lucerne has been the home of a very famous mutlibrand retailer, Bucherer, but now all major brands have invested in the city with their own stores. Nonetheless, Les Ambassadeurs, one of the last serious multibrand store in Switzerland have just recently opened a large boutique there too, but with the goal of reaching out more to the local population. So many different retailing strategies found in Lucerne and with the slight downturn of tourism partly due to all the uncertainties of this world, we will see what will happen there in some years to come.

For those of you that want to see more about different regions of Switzerland, and before the publication of our epic Watchmaking Roadtrip, we clearly invite to check out our “Watchmaking Tourism Saga” dedicated to the regions of Geneva, La Vallée de Joux, La Chaux-de-Fonds, Biel and finally Interlaken.