Czapek & Cie has opened its first monobrand boutique in Geneva after the company’s CEO said it has been taking too long to grow wholesale distribution.
“We cannot simply wait for the retail industry to discover the independents,” says Xavier de Roquemaurel.
The Geneva boutique will also serve as the company’s headquarters and act as a space where collectors can gain easy access to the brand’s watch offering.
“Our headquarters are much more in line with our spirit and thus located inside an open boutique, rather than inside a private office, Mr de Roquemaurel describes.
The move comes after just three years of business for the young brand, a period which has seen the development of three in-house movements and a Public Prize awarded by the Grand Prix d’Horlogerie de Genève.
Mr Roquemaurel went on to elaborate on how the emphasis in the new boutique will be on dialogue between the brand and its customers.
“Our aim is to open up independent high-end watchmaking to watch lovers who wish to enter into this fascinating world. We are open to everyone sharing this passion and we keep our very competitive given the level of quality and finishing that we offer,” he says.
Czapek & Cie.’s new premises are located at Rue de la Corraterie 18 in the centre of Geneva, close to the city’s banking district and the Old Town and are open for collectors on afternoons from Tuesday to Saturday.
In celebration of the opening, Czapek & Cie. has unveiled the limited-edition ‘Midnight in Geneva’, from the Quai des Bergues collection.