Watch Shopping in Switzerland

Back in September of 2025, I had the opportunity to travel to the capital of the watch world: Switzerland and today I’ll be giving a quick review of some of the noticeable watches I saw. The trip was for business—very unexpected and last minute—but once I arrived, I spent virtually every free moment I could get trying on watches.

I stayed in Lucerne, about a 45-minute drive from Zurich. It's a stunning city perched right on Lake Lucerne, with mountains rising majestically in the distance. The views were breathtaking. But the best sight of all was the iconic Bucherer building in the heart of the shopping district, with its giant Rolex crown glowing above the entrance. This isn't just any watch store—it's the flagship location of Bucherer, the legendary Swiss retailer founded in Lucerne in 1888. The building sits prominently along the waterfront. I didn't have a free day to explore until my third day in Switzerland, so walking past that illuminated Rolex sign for two days, unable to go inside, was absolute torture.

When I finally stepped inside, I was shocked in the best way possible. I had never been in a watch store that massive before. Practically every watch I'd researched online was right in front of me—four stories of watches. It was a rare opportunity to try on piece after piece after piece. Before we start, my advice to you is if you're serious about buying a watch, you absolutely need to try it on in person. It makes a world of difference. A watch can look perfect in photos and videos, but the moment you put it on your wrist—the weight, the proportions, how it wears—everything changes. Some watches that looked incredible online felt completely different once I had hands-on experience with them.

IWC Ingenieur Automatic

I tried on both the 40mm and the newer 35mm IWC Ingenieur. The 35mm wore a bit too small for my wrist. I've had success with similar 36mm watches, so I was surprised the 35mm didn't quite work—perhaps it's the case shape or lug-to-lug measurement that threw off the proportions. The 40mm, though, was flawless. From the gorgeous textured dial to the supremely comfortable bracelet, everything about it just worked. Of all the watches I tried on that day, this was the one I came closest to pulling the trigger on. It's absolutely joining my collection at some point—that's not a question of if, but when. For a simple three-hand watch with a date complication, I can easily see this becoming my go-to daily wearer, the kind of watch that you could dress up or down for any occasion. The IWC Ingenieur is price at $12,900 for the 40mm and 11,200 for the 35mm.

Zenith Chronomaster Original Triple Calendar

The Zenith Chronomaster Original Triple Calendar has intrigued me ever since its release in January 2024. The triple calendar complication displays the month, date, and day of the week—an incredibly useful function I've been wanting to add to my collection. However, This watch is thick. Like wearing a hockey puck on your wrist thick. At 14mm, it sat way too tall for my wrist, and I just couldn't get past it. I think it's the combination of the compact 38mm case diameter paired with that substantial thickness. if the diameter were slightly larger, the height might not feel so exaggerated. It was genuinely disappointing since this had been on my wish list for quite some time, but it's a perfect example of why you need to try a watch on before committing. Sometimes the specs on paper, or photos don't tell the whole story. The triple calendar is listed at $13,900

Jaeger-LeCoultre Reverso Tribute Duoface Small Seconds

The JLC Reverso was a problem. A good problem, but a problem nonetheless—I had a hard time taking it off once I put it on. I didn't have a rectangular watch in my collection at the time, and this piece opened my eyes to something I didn't realized I needed. The shape and size were spot-on, and the reversible case wasn't just a fun fidget toy—it's essentially two watches in one, with two stunning, contrasting dials. The Reverso is one of those iconic watches that goes great with any collection, and having it on my wrist confirmed everything I'd read and heard about it. This one's definitely on the list. It is listed for $14,800

Cartier Santos Dumont

By now, you've probably noticed I had an agenda with the watches I tried on—I've been hunting for a simple black dial piece to add to my collection. The Cartier Santos-Dumont was breathtaking. My main criticism of some smaller Santos models is their quartz movements, and if I'm spending several thousand dollars on a watch, I want it to be mechanical. This one delivers with a manual-wound movement while staying remarkably thin. Aside from the IWC Ingenieur, this came closest to earning a spot in my collection.The shiny black lacquer on the dial, bezel, and case makes the watch pop while maintaining its elegance, and the textured dial adds an extra layer of depth that I found captivating. Out of all the leather strap watches I viewed this has the most comfortable strap. The santos dumont is €8,500 or ~$9,800.

Breitling Top Time B01 Racing

The Breitling Top Time B01 Racing is a limited edition model—only 750 pieces worldwide—so seeing it in person was a treat. The 38mm cushion-shaped case is impressive, especially considering Breitling previously claimed the B01 movement wouldn't fit in anything smaller than 41mm and Breitling is historically known for larger watches. The cushion shape makes it possible. The striations on the case add visual interest and dynamism, while the unique proportions wear beautifully on the wrist. The red accents on the chronograph seconds hand contrast sharply against the black dial, enhancing legibility, and the calfskin leather strap complements the black-and-red color scheme perfectly. You can pick up this top time for $8,050.

I got to see many other watches during my stay in Lucerne, but these were the most notable. Unfortunately, I didn't end up purchasing a new watch on this trip—I know, it's kind of anticlimactic. While it would have been meaningful to commemorate my first visit to Switzerland with a timepiece, the spontaneous nature of the trip made me hesitant to impulse-buy when I've had my eye on a specific watch for some time. With each piece I tried on, I found myself comparing it to that one in the back of my mind—I just couldn't pull the trigger. More on that other piece in a separate post.

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