Gen Z Entrepreneur Opens New Watch Boutique in Switzerland

Updated at: June 13, 2026 at 07:15 AM

In July 2024, the Swiss watchmaking world welcomed a fresh perspective with the opening of Art du Temps in Biel.

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Founded by Gen Z watchmaker Cédric Schiess, this 220-square-metre boutique stands in contrast to the traditional, corporate-led watch retail landscape.

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While many retailers struggle with rising costs and shifting digital trends, Schiess is betting on a model rooted in technical mastery and genuine human connection.

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Unlike standard sales staff, Schiess offers deep, professional insight into the mechanics of his watches, stripping away the mystery for collectors.

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By transforming his former apartment into a space for intimate, private events, he prioritizes building relationships over mere volume.

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Art du Temps represents a bold move in a difficult market, proving that when a digitally savvy, technically trained entrepreneur focuses on the client experience, there is still a vibrant future for independent, brick-and-mortar retail in Switzerland’s historic watchmaking heartland.

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You read 6 focus sentences.

Challenge Mode

Comprehension Questions

In which Swiss city is the watch boutique Art du Temps located?

Biel

Geneva

Zurich

Reveal Answer

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Correct Choice

Biel

What is unique about Cédric Schiess compared to traditional retail staff?

He has no formal training in horology.

He is a trained watchmaker with deep technical knowledge.

He only sells watches produced by his family.

Reveal Answer

✓

Correct Choice

He is a trained watchmaker with deep technical knowledge.

How does Schiess primarily connect with younger watch collectors?

By exclusively using telemarketing campaigns.

Through Instagram and his podcast, Lumen Society.

Through traditional newspaper advertisements.

Reveal Answer

✓

Correct Choice

Through Instagram and his podcast, Lumen Society.

Why did the opening of Art du Temps take longer than initially planned?

He faced significant legal challenges from city planners.

He intentionally slowed the process to refine the customer experience and layout.

He struggled to source inventory from watch manufacturers.

Reveal Answer

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Correct Choice

He intentionally slowed the process to refine the customer experience and layout.

What is the primary business philosophy of Art du Temps?

A hyper-personalized, client-first approach focused on human connection.

Focusing solely on selling luxury goods through online-only channels.

Prioritizing high-volume sales to maximize immediate profit.

Reveal Answer

✓

Correct Choice

A hyper-personalized, client-first approach focused on human connection.

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