At the root of every entrepreneurial venture lies the same belief: the idea that things can be done differently — and hopefully, done a little better. Cédric Schiess embodies that mindset. He is the founder of Art du Temps, a young watch boutique based in Biel.
The retail landscape, however, offers little encouragement. Brands are increasingly taking control of their own distribution. Multi-brand retailers are under pressure. Online competition is relentless. City-centre rents continue to rise. Meanwhile, the pre-owned market is thriving. So why launch an independent business under such conditions? Because Cédric Schiess believes he has several strong advantages — and he is fully aware of them.
A Watchmaker First
The first advantage is obvious: he is a watchmaker himself. If one accepts that people sell best what they truly understand, then few are better qualified than he is. The watches he presents to clients hold no mechanical mystery for him. His second strength is more nuanced: Cédric Schiess belongs entirely to Generation Z, the cohort born between 1997 and 2012, now aged roughly between 14 and 29.
What some might perceive as a disadvantage has instead become one of his greatest assets. He naturally understands these young clients who will shape the next generation of collectors. They share the same references, the same environment and the same language — which explains why Art du Temps is active on Instagram and recently launched its own podcast, “Lumen Society”. To younger customers, Cédric Schiess offers open and genuine conversations between peers. To experienced collectors, he brings the legitimacy and expertise of a trained watchmaker. But both audiences ultimately meet around the same central idea: the client experience.
“In large retail stores with constant traffic, it’s impossible to dedicate enough time to every client. It’s something I always noticed and wanted to change. We are an independent boutique and we have developed several initiatives designed to create closer relationships with each client. Some of them are even buying their very first watch from us. They feel welcomed, heard and properly advised,” explains Cédric Schiess.
The young founder openly acknowledges the amount of time invested into creating this atmosphere. The 220-square-metre Art du Temps boutique eventually opened in July 2024, eighteen months later than initially planned. But Cédric Schiess deliberately chose to slow the process down in order to refine every aspect of the customer experience: materials, lighting, layout and overall ambiance. Not without personal sacrifice. The boutique’s third floor — now dedicated to intimate private events — was once his own apartment. He gave it up for the project while preserving what made it special in the first place: the comforting feeling of being at home, disconnected from the outside world. “It’s quite common for clients to stop by briefly and end up spending three hours talking with us over coffee,” he says with a smile.
An Engagement Dinner
A variety of initiatives reflect this client-focused philosophy: limited editions created with partner brands, visits, discussion panels and even an internal collectors’ club, among others. But above all, Art du Temps places deep personal attention to each client at the centre of its vision. Cédric Schiess recalls “a couple who bought their wedding rings from us. We paid attention to where they were going on their honeymoon and contacted the hotel to arrange a special dinner for them, simply to make them happy.” One example among many.
Still, beyond the human aspect, Cédric Schiess remains an entrepreneur. Art du Temps is deeply rooted in Biel, his hometown and the renowned centre of Swiss watchmaking. He is profoundly attached to the city and says he is “very proud to be from Biel”. Though not so attached that he has stopped thinking about what the next step might be...
