Welcome to the new era of luxury vacations—where travelers spend tens of thousands to design custom watches at the source.
For Dr. Pablo Richard, the winding road up Switzerland’s Bürgenstock mountain isn’t just scenic—it’s deeply personal. Cruising in his sleek black Range Rover, he recalls childhood summers at the iconic Bürgenstock Resort. “My grandfather adored this place,” he says. “He always said it was one of the most beautiful spots not just in Switzerland, but the world.”
Now, Richard returns not just as a guest—but as a host. As the co-founder of Cyrus Watches, a boutique Swiss brand known for its avant-garde designs, he’s partnered with Bürgenstock Resort to offer an exclusive experience: a luxury watchmaking journey that blends high-end hospitality with bespoke craftsmanship.
Timepiece Tourism: The New Luxury Trend
Catering to the elite clientele of horology enthusiasts, the Cyrus experience starts at $27,700. It includes a two-night stay at the resort, a private helicopter ride to Cyrus’s workshop in Le Locle, the chance to co-design your own custom timepiece, and a return trip in six months to collect the finished creation.
Considering that entry-level Cyrus watches start at $10,000, this immersive journey is a dream come true for passionate collectors. Experts say this niche of “watch tourism” is booming, with connoisseurs willing to travel across continents to witness the intricate artistry behind their favorite timepieces.
Despite slowdowns in the broader luxury goods sector, high-end watches remain resilient. According to Chase Travel, American spending on luxury watches surged by 13% in France and 18% in Switzerland between 2023 and 2024.
Switzerland: The Heartbeat of Haute Horology
“Sure, you can buy premium watches in cities worldwide,” says Livia Angelini of Scott Dunn, a luxury travel agency. “But for true collectors, the journey leads to Switzerland.”
Scott Dunn’s “Watchmaker’s Switzerland” itinerary offers a nine-night exploration from $1,200 per person, per night. Highlights include exclusive access to a Phillips auction in Geneva—where an F.P. Journe Tourbillon fetched $8.4 million—a masterclass at Patek Philippe in Zurich, and an intimate visit to the legendary Audemars Piguet workshop in Vallée de Joux.
In 2022, Audemars Piguet elevated the experience by opening Hôtel des Horlogers, a stunning hill-hugging retreat built on the grounds of the region’s former post office. “Collectors used to pick up their pieces here and stay in Geneva,” said hotel GM André Cheminade. “Now, they stay with us.”
Other horological powerhouses like De Bethune and Jaeger-LeCoultre also call the valley home. This October, GMT Magazine is hosting its second “Watch Safari,” a week-long, guided journey for 18 guests, starting at just over $5,000.
Paris Joins the Watchmaking Stage
While Switzerland remains the soul of watchmaking, Paris is emerging as its chic sibling. Swiss watch brand Initium has launched a new atelier near Place Vendôme, offering hands-on workshops where participants build their own watches from scratch.
In this intimate space—lined with rare gems, handcrafted straps, and shimmering dials—guests can create their own unique timepiece in a half-day ($2,890) or full-day ($3,490) session. For those seeking mechanical mastery, Initium’s Tourbillon Masterclass starts at $19,190.
Engineering Emotion: Cyrus’s Wild Innovations
Back in Le Locle, Dr. Richard shows off the Klepcys Vertical Tourbillon, an awe-inspiring piece encased in sleek black titanium. Its vertically mounted seconds display, retrograde time function, and audacious design make it unlike anything on the market. Only 38 units are made each year, with prices ranging from $120,000 to $250,000.
The brand’s playful spirit is evident in its bold strap colors—lime, cherry, fuchsia—all a stark contrast to traditional tones. “Collectors already have their Rolex, Patek, or AP,” says Richard. “For their next piece, they want something no one else owns.”
Luxury Watch Experiences Worth Every Penny
For those looking to dive into the art of timekeeping, here are some of the top watch-focused luxury experiences:
- Bürgenstock Bespoke – Cyrus Watches
Design your own watch with Cyrus, including helicopter transport and Swiss resort stay. (From $27,700) - GMT’s Watch Safari
A guided week-long horological adventure in Switzerland with VIP access to leading brands. (From $5,045) - Initium Workshops, Paris
Craft a custom timepiece with a master watchmaker in the heart of luxury. (From $2,890 to $19,190) - Shinola Hotel Lending Program, Detroit
Experience high-end watches during your stay with a curated timepiece wardrobe.
Final Thoughts
Luxury watch travel isn’t just about buying a new timepiece—it’s about celebrating craftsmanship, tradition, and personal expression. For collectors who already own the icons of horology, these immersive experiences offer something even more valuable: the chance to create a legacy piece, one that reflects your story, your style, and your time.