A VIP evening preceded the opening, where the general public were able to see the original scissor-cutting design by artist Bartholomé Imobersteg that was the inspiration behind the new brand.
A 1090kg rock is on display near the entrance. Found at 46.57330 degrees latitude and 8.3812 degrees longitude, it was airlifted from Gletsch in the canton of Valais before being engraved and then installed in the shop by crane. It represents the source of the Rhone river, where Michel Jordi found the inspiration for his new collection.
Inside the shop there are two distinct areas: one devoted to watches and another to accessories. The JORDI Swiss Icon watch collection includes ladies and gents watches with quartz and self-winding mechanical movements. The accessories include shirts, leather goods, ties and silk.
The store also has a “Wall of Icons of Switzerland” including portraits of Ursula Andress, Vreni Schneider, Ferdy Kübler, Denise Biellmann, Le Corbusier, Giacometti, Bernhard Russi and Emil Steinberger.