The Opening of an Exchange Hub Dedicated to Time Well Spent

Following a successful initial Pop-Up experience this summer, Elka Watch Co. is pleased to announce a decisive step: the opening of our permanent point of sale in the heart of Neuchâtel.

We are aware that the current context—marked by challenges in watchmaking and the luxury sector in general—calls for caution. Yet, it is precisely in times like these that we believe it is essential to affirm our physical presence and support the value of direct exchange.

Our doors opened to the public last week, on Friday, December 12th, at 16, Rue des Chavannes, 2000 Neuchâtel.

This space was designed with a simple ambition: to offer a place where time can be savoured. It is intended to be a welcoming environment for all those who appreciate demanding craftsmanship and the beauty of timeless design. Currently, the point of sale brings together watchmaking with Elka Watch Co. timepieces and Utinam architectural clocks—two expressions of sustainable mechanics—alongside our proprietary whisky « Loch Lãt », which embodies our commitment to long-term maturation and the passage of time.

While many are focusing on digital channels, we are choosing to invest in a physical space. This approach is primarily an act of faith in human connection and encounter. We firmly believe that a watch, a piece of art, or a spirit deserves to be discovered, touched, and shared in a dedicated setting. Our goal is clear and modest: to create a destination venue that warrants the journey, and where customer experience is privileged over speed.This point of sale is conceived as an open and evolving platform. We aim to go beyond the strict framework of watchmaking by hosting creators—photographers, designers, and artisans—who share our commitment to detail and durability. 

Our guiding thread is material, measured time, and sustainable aesthetics. Our reference is the work of Swiss photographer Christian Coigny (collaborator on our limited edition), whose demanding approach to film photography and the timelessness of black and white resonate with the DNA of Elka Watch Co.

We are conscious of the effort this initiative represents in the current climate. We simply hope that our passion will find resonance among lovers of fine craftsmanship.We would be honoured to welcome you and exchange views on site. Please feel free to visit us!