The innovative, lively space on Zurich’s fashionable Rennweg is set over two floors, covering 110m2. The ground floor will be devoted to retail and will offer visitors an immersive Oris experience, transporting them to the beautiful Waldenburg Valley and the Swiss town of Hölstein, where Oris has been making watches since 1904. The first floor will be an area especially reserved for events hosted by Oris for VIP customers and press.
The new boutique also includes the Oris Bar and Oris Lounge concepts, where customers will be invited to relax, enjoy a freshly roasted cup of coffee, or an Oris Beer or Oris Gin, and to look at the Oris collection at their leisure in calm, stylish surroundings away from the busy street outside.
Oris CEO Rolf Studer said: ‘Zurich is one of the world’s most design-conscious cities and the perfect place for Oris to showcase its contemporary watch designs. We’ve created a dynamic space for customers to explore everything that Oris stands for – independent watchmaking and independent thinking. We’re confident it will help our customers go their own way.’
The in-store experience will take all comers through Oris’s rich watchmaking heritage and introduce them to the latest Oris designs, including the bronze-cased Carl Brashear Chronograph Limited Edition and the iconic Big Crown Pointer Date pilot’s watch, which is celebrating its 80th anniversary this year.
Oris is also pushing forward the Oris Open Displays concept. This involves displaying watches on a stylish workbench where customers can pick them up and try them on, delivering an interactive, memorable customer experience. In addition, highly trained assistants with a thorough knowledge of the Oris story and product range will be on hand to educate, entertain and serve visitors, whether they know Oris’s 114-year-old story inside out, or are coming to it for the very first time.
The Oris Boutique in Zurich will host an opening event on Friday, June 22. On Saturday June 23, the boutique will host an event in partnership with Style Ride (www.styleride.ch). Oris is the main partner of the urban bicycle tour, which takes place in Zurich on the same day. They will host the ‘Oris x Style Ride Event’, including music from DJ Evangelos. The boutique opening will be supported by a publicity campaign around the city.
Mr Studer continued: ‘This is an exciting step in the development of the Oris Boutique strategy and a moment to celebrate for us. Following the success of the Maison Oris boutique, Basel and the Oris Pop-Up, London, this summer, we are now giving consumers the opportunity to dive into the Oris story with both feet, and to discover what it means to ‘Go Your Own Way’. The independent spirit of the company has always been to create beautifully designed, high-quality, accessible watches that make sense in the real world – the new boutique makes the Oris story and our watches more accessible and more real than ever before. We look forward to welcoming Oris customers from all over the world into this new boutique.’