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Ulysse Nardin - A breath of fresh air in Geneva

Ulysse Nardin A breath of fresh air in Geneva

The doors of 10, quai du Général-Guisan, in Geneva, has just opened on the new Ulysse Nardin flagship store.

Located in Geneva, the capital of prestige watchmaking, this new storefront measures 2000 square feet and is entirely dedicated to the Maison's collections. It promises to be the key boutique of the Le Locle-based brand, with a new contemporary architectural concept entrusted to architect Bertrand Fairerol, founder of BF BF Retail Design & Architecture in Paris and London.  The sea is invited into the heart of this bright and airy project by playing up the concepts that evoke it. Like a slice of a panorama, the new Ulysse Nardin store concept follows a natural order: the sea below, the sky above, and the horizon that separates them.

La mer s'invite à Genève

Ulysse Nardin new flagship boutique in Genève © Ulysse Nardin

Two years after Patrick Pruniaux took up the helm of the company in September 2017, Ulysse Nardin is still riding the wave of modernity: new life has been brought to the brand through the new crown jewel of its boutiques. While Ulysse Nardin has operated a store in Geneva since 2000, this new address will be a complete 360 for the brand. As a matter of fact, together with the Moscow and Shanghai stores, the Geneva boutique is Ulysse Nardin’s most important to date and the only one in Europe—for the moment—to feature this new architectural concept. 

“It's a perfect location, which Ulysse Nardin chose to showcase its creations,” explains Françoise Bezzola, Chief Marketing Officer of the brand. “Our new retail concept is younger and more dynamic than before, and follows a brand rejuvenation strategy that started close to two years ago. It features subtle marine nuances, which have been characteristic of Ulysse Nardin since its beginnings, and will be rolled out in all retail locations. We must remember that Ulysse Nardin is a 95% wholesale brand, whose strength comes from its exclusive network of retailers. ” 

La mer s'invite à Genève

© Ulysse Nardin

Starting in August, the very first visitors to the Geneva store discovered a spacious, airy, well-arranged boutique with an impeccable flow and clarity. The space is laid out in several areas: client reception, showcases, and product discovery, along with a VIP room.

Playing up both contemporary and natural styles, using refined, raw, patinated or brushed materials on which time can leave its trace, Ulysse Nardin achieves a bold contrast with the facades of the historic building. The space features an array of details as a nod to the watchmaker of the seas: display counters in raw stone reminiscent of submerged rocks; unique translucent light fixtures in blown Murano glass; display cases and screens that evoke the air and the horizon; touches of blue that echo “Ulysse Nardin blue” ; and finally, sand-colored oak wood ... The entire concept brings us above and below the water, in a chic and zen ambiance. 

La mer s'invite à Genève

© Ulysse Nardin


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