he first mention of a watchmaker and trader bearing the name Beyer dates back to 1760, in southwest Germany. Some sixty years later, records show, 23-year-old Stephan Beyer crossed the border and took his expertise to Switzerland. The watchmaking family opened their first shop in Zurich in 1860 and very soon relocated to the prestigious Bahnhofstrasse, where their business still operates today.

Over the years, the family firm has weathered many storms, from the Great Depression of the last century to the coronavirus crisis of this century. Beyer has established longstanding relationships with some of the world’s most renowned watch brands. Only three years after Patek Philippe was founded, in 1839, their collaboration began. Over the intervening 180 years, the two firms developed a very close relationship. In 1880, Adelrich Beyer did an internship at Patek Philippe, where he met his future wife. The current president of Patek Philippe, Thierry Stern, also interned at Beyer. In 2011, the retailer opened the first dealer-run Patek Philippe boutique in Switzerland.

Beyer Chronometrie has been located on the world-famous Bahnhofstrasse in the heart of Zurich for over 160 years.

Over the decades, Beyer has also forged unique links with watchmaking greats such as IWC (which it has represented ​​since 1888, and for which it is the oldest retailer), Rolex (since 1932), as well as Breguet, Breitling, Tudor and Hublot, among many others. Watchmaking is based on emotion, trust and enduring values – key elements of the relationship with collectors – perhaps more today than ever before. Beyer has been a pioneer in developing an original and exclusive watch portfolio, contributing directly to the business development (and often also the product development) of the brands it has worked with over the decades and centuries.

René Beyer, representing the eighth generation of the founding family.

1960s: The pioneer of pre-owned

In the world of fine watchmaking, the line between “new” and “old” is often blurred. After all, these are timeless products, meant to be passed down through generations. This is perhaps why the second-hand market has been so successful in recent years. However, Beyer understood the value of vintage pieces well before most other retailers. The company was already buying and selling vintage watches back in the 1960s. Today, 60 years later, Beyer offers a curated selection of “certified pre-owned” or, as they prefer to call them, “pre-loved” watches.

A 1972 Europa Star article on the close relationship between Beyer and Patek Philippe.

But Beyer’s watch expertise extends far beyond just buying and selling timepieces. In fact, the company operates its own watchmaking workshop, and every member of the Beyer family since the company’s inception has been a trained watchmaker. This means they have the ability to service a wide variety of timepieces. In fact, Beyer employees have a rather unique privilege: they are also responsible for looking after the collections of the Beyer Watch Museum, an extraordinary facility located in the basement of the shop. This museum, one of the most important private collections in the world, houses around 1,200 items illustrating the incredible history of horology, from 1400 BC to the present day.

What next?

Even after so many years in the watch business, René Beyer, who has run the family firm since 1996 as a representative of the eighth generation, is keen to stay open-minded and innovative. This willingness to adapt to new times and new realities, coupled with a deep-rooted watchmaking culture and a commitment to selecting only the “best of the best” in watchmaking, has allowed Beyer to maintain its longevity and earn the respect of the watchmaking world.

“The Continuum”, an NFT creation by designer Simon Husslein, inspired by the way a silkworm spins its cocoon out of a single thread.

Last year, Beyer once again demonstrated its innovative spirit with the unveiling of “Time Warp” – a series of original watch creations in the form of NFTs, created in collaboration with FTSY 8 Fictional Studio. Nowhere else in the world are you likely to find Egyptian water clocks from 1400 BC and digital collectibles from the 21st century, all in one place!

Indeed, René Beyer has always insisted on keeping everything under one roof to provide the best possible visitor experience, resisting numerous proposals to expand to different locations over the years. After all, where else could he move the ten hives that produce the establishment’s own honey? In Zurich, the Beyer name is synonymous with the best in watchmaking – yesterday, today and tomorrow, “as long as time exists”. One place, one family, one philosophy.

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