édric Schiess is a native of Bienne - and thus, one could almost naturally say, of watchmaking. After beginning an apprenticeship at the ZeitZentrum in Grenchen, he quickly realised that his talents lay elsewhere, in retail. So, he headed to Interlaken, where he joined Bucherer during the prosperous years for the Bernese tourist town before COVID. He then moved on to a position in Crans-Montana, another hotspot for tourism, where he honed his French and deepened his understanding of the inner workings of sales.

The young man built a network of brands and clients, all the while dreaming of striking out on his own. He returned to his hometown of Bienne for a somewhat wild project: to establish a new standard for a watch boutique in a city that, while undeniably one of the beating hearts of the industry, is hardly famed for its commercial appeal, unlike the postcard-perfect images of Interlaken or Crans-Montana. “One day, very early on, in fact, I told myself that I would have my own boutique,” he shares. “In Bienne, I knew the area inside out. And from the very start, my family trusted me in what might have seemed like a fantasy.”

His family, after all, is far from unknown in the world of watchmaking: Cédric Schiess’s father and uncle run the company L.Klein, a major steel supplier to the watch industry. The world of subcontracting is, of course, quite different from that of retail. But knowing the lie of the land in Bienne is a distinct advantage: “We had our networks, which enabled us to identify a suitable, spacious property, an old stationery shop where I had once lived, which was about to come onto the market. Most importantly, it occupies a strategic location in the city centre, on Rue de l’Union, directly opposite the house where Hans Wilsdorf signed his first contract with Aegler. We could not have dreamt of a finer address.”

Setting a new standard

This project was conceived by Schiess, one that reveals his striking maturity, as a challenge to demonstrate that watch distribution can flourish anywhere with the right approach: “Everyone said to me, ‘Why Bienne?’ But why not! We are betting on the potential of the region.”

Cédric Schiess, founder of Art du Temps in Bienne

Strategically, he presented his project first to the crown brand in 2021, proposing a boutique that would set a new benchmark for quality, at the heart of the watchmaking city, and even at a national level. Today, a visit to the four-storey showcase of Art du Temps, with everything meticulously calibrated down to the finest detail - from the choice of materials to the layout and overall coherence, all executed by local artisans - leaves no one in doubt of the final result.

But initially, Schiess had only his intentions and seriousness to show on paper (while every boutique was “sold out” in those unprecedented boom years for watchmaking). It was a feat of persuasion that allowed him to secure Rolex as his first partner. “From there, everything accelerated and we approached other watch and jewellery brands. We took a risk by financing the entire project ourselves, but it paid off. Most of all, I firmly believe in the relevance and sustainability of the concept of multi-brand representation.”

The luxury of space

Upon entering Art du Temps, one is immediately struck by the generous space afforded to each brand and to communal areas, at odds with the prevailing tendency in retail to maximise every available square meter. Relative to the total surface area, the number of brands represented remains very limited and exclusive. Schiess notes, “We have room to grow. But we are committed to the principle of doing less, but better, and quality over quantity to last for generations. And we have the luxury of space.”

With this in mind, Art du Temps has focused on partners who share its values. For example, rather than creating branded corners for each marque, as is increasingly common among retailers under pressure from their partners, who transform them into mere “shop windows”, the boutique convinced them to embrace a concept of elegant displays in straw marquetry, which add to the coherence of the space.

Rolex, Tudor, Chopard, IWC and Montblanc are the only five watch brands presented in this approximately 200m² boutique. Chopard, Marco Bicego, Girello by Meister and Giberg complete the jewellery offering. On the third floor, state-of-the-art watchmaking workshops stand ready to provide service. A lounge with dining room, terrace, and views over Bienne’s watchmaking skyline are also available to welcome clients and partners.

“No one was expecting us”

The boutique finally opened in July 2024. Unable to rely on international tourism, its clientele is regional, stretching from La Neuveville to Solothurn and Bern, though “more and more clients are coming from all over Switzerland”. Schiess is particularly pleased by the number of young people who dare to walk through the door: “This is a very important, and sensitive, point for me, as I have personally witnessed and experienced situations where you are not taken seriously because of your age. Ultimately, word of mouth works best. We did not run any special advertising when we opened. We just opened.”

The entrepreneur is convinced: “Not every brand necessarily has the diversity required to open its own boutique, and not every client has the means or desire to become a major collector of a single brand. We want to elevate the multi-brand experience to address these issues, both from the perspective of watchmakers and of clients. With us, they can build a different portfolio, they can feel, in a way, freer.”

Investment in the opening of the boutique runs into the millions of francs, but the commitment is for the long term: “I am realistic; no one was expecting us. That is why, from the outset, we decided to make no compromises on the quality of materials, architecture, or our overall approach. My family and I realised it was the only way to convince our partners. Because no one was expecting us, the element of surprise must be fully present as soon as you enter the boutique.”

Paradoxically, at 26, Cédric Schiess seems to be both advancing rapidly and taking his time.

Perhaps that is the secret of “Art du Temps”.