A l’Emeraude, for the love of watchmaking

GMT_n53_FR_PDF_num-219After 18 months of titanic building work, the Cremers family has successfully transformed the venerable 60 sq.m. boutique much loved by the people of Lausanne into the benchmark independent specialized retailer of French-speaking Switzerland, with 400 sq.m. spread over three floors enhanced with oak wood and granite. Derek Cremers’ talk of an extraordinary project and the work of a lifetime is no exaggeration when it comes to the incredible metamorphosis undergone by A L’Emeraude, whose newly acquired stature not only lends a new dimension to the Place St François, but also to the entire Olympic capital. The ‘master of the house’ enthuses with evident sincerity : “We are fully ware that we are not on the Geneva’s Rue du Rhône nor Zurich’s Bahnhofstrasse, and we want our customers to enjoy an experience in keeping with the values of Lausanne and Canton Vaud. We have used local materials such as oak wood and granite, arranged comfortable and pleasant reception areas, as well as offering a view of the historical buildings on the square from the first floor. For us, it’s very important that customers spending time with us remember a fantastic moment, during which the professionalism, product knowledge, high-quality service and warm atmosphere convince them to choose this place for their next watch or jewelry purchase.”

THIERRY STERN, President of Patek Philippe, said : “The newly enlarged and enhanced A l’Emeraude boutique, and the dedicated area we occupy there, symbolise our wish to cultivate even closer local ties with our customers in the Canton of Vaud.”

To simplify a visit, one should distinguish between the three areas through which customers can wander in accordance with their personal preferences : the entrance to the integrated Patek Philippe and Rolex boutiques ; the entrance to the multibrand boutique also featuring jewelry*, linked by a light well to the first floor, where functional meets hospitality in a blend of elegance and efficiency. VIP guests will appreciate the discretion and cozy comfort that has been carefully thought out in every detail. Behind the scenes, everything is designed so that the 15-strong personnel can move smoothly and serenely around the premises. For those keen to discover the ultimate concept of the new Patek Philippe and Rolex boutiques, a visit to A l’Emeraude is a must, exuding quintessential refinement all the way through to the wall decorations that are a nod to Patek Philippe’s Calatrava cross emblem and to the famous Rolex fluted bezels. This establishment has always been renowned for the quality of its selection of watches from the brands represented, an approach that also applies to Rolex which has decided to demonstrate its confidence in this entrepreneurial family by opening this boutique with GMT_n53_FR_PDF_num-220them. All the Baselworld 2017 new launches are available there. Following on from the fully integrated Rolex area, the Patek Philippe area welcomes visitors with a blend of warmth and simplicity, while showing complete respect for the brand identity codes. This collector’s dream stretches over a spacious 100 sq.m., furnished with taste and striking a perfect balance between luxury and well-being. It is a unique case in Switzerland. Trained both at Patek Philippe and Rolex, two full-time watchmakers handle fast after-sales service provided by authorized experts. Their workshops on two floors are equipped with machines for water resistance and polishing. On all levels, the security of clients and sales teams is intrinsically bound up with the prevailing professionalism that is at once omnipresent and invisible. A l’Emeraude is undoubtedly one of Switzerland’s finest watchmaking showcases.

*Jaeger-LeCoultre, F.P.Journe, Hublot, Panerai, IWC, Voutilainen, Ulysse Nardin, De Bethune, Breitling, Tudor, Romain Gauthier, Reuge, Shamballa, Marco Bicego, Morganne Bello

Brice Lechevalier is editor-in-chief of GMT and Skippers, which he co-founded in 2000 and 2001 respectively. He has also been CEO of WorldTempus since it joined the GMT Publishing stable, of which he is director and joint shareholder. In 2012 he created the Geneva Watch Tour, and he has been an advisor to the Grand Prix d’Horlogerie de Genève since 2011. Also closely involved in sailing, he has published the magazine of the Société Nautique de Genève since 2003, and was one of the founders of the SUI Sailing Awards in 2009 and the Concours d’Elégance for motor boats at the Cannes Yachting Festival in 2015.

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