Best Boutique Award 2020

Best Boutique Award 2020

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Best Boutique Award 2020

Luxe publishes for the 11th consecutive year its ranking of the best watch and jewelery boutiques in Geneva and Zurich. Out of 61 shops visited by our mystery shoppers, only one receives the maximum score. Overview of results. Coordination: Sylvie Bernaudon and Mark van Huissling -

Chantal de Senger1 / 5

The exercise of measuring the quality of reception in watch and jewelery boutiques on the two most luxurious arteries in Switzerland – rue du Rhône (GE) and Bahnhofstrasse (ZU) – is perilous. This is because our “mystery customers” do not have the same sensitivity, the same expectations, the same criteria of hospitality, nor the same knowledge of watchmaking. However, they have been selected in such a way as to reflect all categories of potential customers of these shops. Some have thus judged the quality of the service more severely, while others, the technical knowledge of the seller. This also explains why shops that came first in the rankings in Geneva or Zurich last year are among the last this year. Admittedly, it may be that one of the sales advisers was "badly in the mood", during one of the surprise visits of one of our "masked buyers". However, service should always be a priority for these luxury brands that stand out among others through this one. A few details should be mentioned: Rolex, which was very poorly rated, may possibly be excused. In Geneva, the only store managed by the famous brand with the crown (the other points of sale being managed by retailers) closed the same day for several months of renovation. Cartier, whose main store is also being renovated, also had difficulty meeting the expectations of our mystery shoppers, in particular due to high footfall in the temporary store. More surprisingly, De Grisogono, despite being suspended, was highly rated. The Geneva boutique has since closed following the company's bankruptcy.