After having progressively invaded the ‘cafés’, hotels and even the airports, the lounge trend has now reached the watch boutiques. We have already seen this evolution in Asia, most particularly in Shanghai where the very beaut-iful Solomon Club is located on the top floor of the Tourneau store. This club is quite private and among the benefits to its members is a wine cellar—a very useful amenity in a city such as Shanghai. At the Solomon Club, members can also relax and read a watch magazine while smoking a cigar and sipping a glass of cognac. They can also, of course, admire a few exceptional timepieces.
An unknown concept in Switzerland—particularly in Geneva which –––prides itself as being the world capital of Haute Horlogerie—until recently. A new and exclusive club called the ‘Espace Connaisseur’ has just opened in the heart of the Les Ambassadeurs boutique in Geneva.
This new space, which takes the form of a lounge, is ideally located and even has a view over the Lake of Geneva. Its target clientele is a small circle of collectors who seek exceptional watches. To gain access to this ‘haven of peace and tranquillity’, as the boutique’s management calls it, a person has to have the necessary credentials.
Once inside the Espace Connaisseur, the privileged watch lover has the opportunity of not only making his appointments, drinking his cognac, and puffing on his cigar, but he can also—and most importantly—admire the excellent choice of some of the world’s rarest and most innovative timepieces. Displayed in a manner that is as remarkable as it is attractive, this selection of watches includes the most advanced creations from independent niche watchmakers mixed in with the most exceptional models from the renowned Swiss brands.
Created in collaboration with the company Buben & Zörweg, this presentation is a veri-table wall of watch winders that offers an amazing frontal view of the pieces in motion, all placed side by side in an extraordinary timekeeping ‘grid’. Far from overpowering each other, these distinctly different watches actually create the opposite effect, as if they were mutually reinforcing each other. The overall result is one of extraordinary time-keeping creativity.
Starting in January 2009, the Espace Connaisseur will regularly hold thematic exhibitions, conferences, and debates for the happy few. The management at Les Ambassadeurs has also announced that this concept will be expanded in the near future to include their Zurich store, which is located, quite naturally, on the famous Bahnhofstrasse.


Source: Europa Star December-January 2009 Magazine Issue