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Richemont opens its second TimeVallée multibrand flagship in Europe

There are now 30 TimeVallée showrooms worldwide, mostly in China, stocking Richemont brands alongside the likes of Rolex and TAG Heuer.

Richemont has opened its first TimeVallée multibrand flagship store in Switzerland.

The showroom, in Lucerne, is run in partnership with venerable Swiss jeweller and watch retailer Gübelin.

There are now 30 TimeVallée showrooms, mostly in China. Until the Lucerne opening, Barcelona was the only city in Europe with a store.

TimeVallée was launched by Richemont in 2014 as a luxury multibrand showroom concept offering watches and jewellery from the group’s maisons and others including Rolex, Tudor and LVMH brands Hublot, Zenith and TAG Heuer.

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Across the network, TimeVallée showrooms offer A. Lange & Söhne, Baume & Mercier, Buccellati, Bvlgari, Carl. F. Bucherer, Cartier, Chanel, Chaumet, Chopard, Corum, Franck Muller, Girard Perregaux, Glashütte, Gübelin, Gucci, Hermès, Hublot, IWC, Jaeger-LeCoultre, Montblanc, Oris, Panerai, Parmigiani, Piaget, Roger Dubuis, Rolex, TAG Heuer, Titoni, Tudor, Vacheron Constantin and Zenith.

They are typically run in partnership with local retail partners on a franchise model, with Richemont overseeing a consistent level of quality and style.

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Gübelin CEO Raphael Gübelin cuts the ribbon in Lucerne with Michael Guenoun, Global CEO TimeVallée & International Distribution Director at Richemont.

The new TimeVallée in Lucerne has almost 11,000 square feet (1,000 square metres) of retail space.

“We are glad to bring TimeVallée to Switzerland, in Lucerne, the heart of luxury watchmaking. This first-of-its-kind TimeVallée boutique, encompassing over 1000sqm, is the largest in Europe. Located at street level, the boutique welcomes visitors to discover 23 luxury Maisons”, says Michael Guenoun, CEO of TimeVallee.

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