A new sales promotion concept? Swatch Group and Bürgenstock Resort Lake Lucerne to collaborate.

The Bürgenstock Resort Lake Lucerne ranks among the most beautiful places to be in Switzerland. Prominent guests from business, politics and show business go to the Bürgenberg to relax.


These days the Bürgenstock Resort Lake Lucerne is being reconstructed and renovated and will be reopened in 2017. Read the press release that I got today from Swatch Group the world’s number one maker of finished watches.


… “Swatch Group and Bürgenstock Resort Lake Lucerne to collaborate

Biel, Zug (Switzerland), February 25, 2016 – Swatch Group and the Bürgenstock Resort Lake Lucerne as well as the Hotel Royal Savoy Lausanne are to work together on a long-term basis. The cooperation contract was recently signed. The Swatch Group, with its globally established watch brands, is the ideal match for a Swiss tourism brand with an international reputation. The new Bürgenstock Resort will open in mid-2017.

Under the contract, Swatch Group will be represented in the entire resort with its 18 watch brands. The brands will feature in five watch and jewelry stores with a total area of 670 square meters. There will also be 37 display cabinets presenting exhibits of the Swatch Group at prime locations within the resort. The Swatch Group will also be showcasing selected watch brands in all 26 display cabinets at the Hotel Royal Savoy Lausanne.

The Swatch Group will also be providing the Bürgenstock Resort with works of art, which were created by international artists as part of the “Artist Residency” at the Swatch Art Peace Hotel (http://www.swatch-art-peace-hotel.com) in Shanghai and, depending on suitability, can be displayed outdoors as well as indoors.

The cooperation between the Bürgenstock Resort and the Swatch Group is flexible and open and can be extended to include other areas, such as the use of special watches with additional functions or joint advertising campaigns to use synergies.

The collaboration between the Swatch Group and the new Bürgenstock Resort is based on a tradition that goes back to the 1950s. At that time, tourism and the luxury goods industry were united at an exclusive location in the Bürgenstock Resort. A destination that quickly earned an international reputation: prominent guests from business, politics and show business used to go to the Bürgenberg to relax – and to purchase exclusive gifts. The elegant hotels and tailor-made retail spaces provided the ideal setting.

This tradition will be resumed in 2017. The opening of the new Bürgenstock Resort will provide an exclusive destination that continues the values of the past. The resort is car-free and has 30 buildings, including the Bürgenstock Hotel, the Palace Hotel and the Waldhotel with 383 rooms and suites (766 beds), a 10,000 square-meter Alpine spa and a 4,000 square-meter conference center. 68 residence suites, twelve restaurants and bars, and a broad range of leisure facilities complete the picture. Exclusive shopping for guests from around the globe also plays a central role at the new resort.” …


This is in fact a very clever step of Swatch Group to directly invest in such a worldwide well known resort. I am convinced that luxury travellers from all over the world will pass some days at the Bürgenstock Resort Lake Lucerne when travelling to Switzerland in the future.

What a perfect opportunity to get in touch with one of the Swatch Group brands and to enjoy special and individual presentations in this particular relaxed atmosphere…

With Breguet, Harry Winston, Blancpain, Glashütte Original, Jaquet Droz, Léon Hatot, Omega, Longines, Rado, Union Glashütte, Tissot, Balmain, Certina, Mido, Hamilton, Calvin Klein watches & jewelry, Swatch and Flik Flak Swatch Group offers a large spectrum of brands. Guests at the Bürgenstock Resort Lake Lucerne will be able to discover many new and interesting timepieces and VIPs of Swatch Group will be treated as real kings. 



Some brief information about the Bürgenstock Selection

The Bürgenstock Resort Lake Lucerne is a part of the Bürgenstock Selection – Katara Hospitality Switzerland AG. The latter is the developer and operator of the Swiss hotels of Katara Hospitality Ltd., Doha. Under the direction of Managing Director Bruno H. Schöpfer, Katara Hospitality Switzerland AG develops concepts for the Swiss hotels, and reconstructs and renovates these legendary businesses. Currently, its portfolio consists of the Bürgenstock Resort, the Hotel Schweizerhof in Bern and the Hotel Royal Savoy in Lausanne. The Hotel Schweizerhof was successfully reopened in June 2011 and the Hotel Royal Savoy Lausanne in November 2015. The Bürgenstock Resort Lake Lucerne will be reopened in 2017. The total investment volume is one billion Swiss francs.


Bürgenstock Resort Lake Lucerne
Bürgenstock Resort Lake Lucerne








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