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—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 on Friday, December 12th, at 16, Rue des Chavannes.

A Place with a Soul and a History

Choosing this specific location was a deeply personal decision. For over twenty years, these walls housed the workshop of Bernhard Mueller, a renowned jeweler and a dear friend.

His presence still lingers within the space; if you look closely at the painted walls, you can see the traces and silhouettes left by his jeweler’s tools—a poetic reminder of two decades of craftsmanship. By moving into this space, Elka Watch Co. isn't just opening a store; we are inhabiting a legacy of manual precision and artistic passion.

Savouring the Passage of Time

This space was designed with a simple ambition: to offer a sanctuary 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 hub brings together:

• Elka Watch Co. timepieces and Utinam architectural clocks—two expressions of sustainable mechanics.
• Our proprietary whisky « Loch Lãt », which embodies our commitment to long-term maturation and the beauty of the "slow."

An Act of Faith in Human Connection

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 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 to create a destination that warrants the journey, where the customer experience is privileged over speed.

This point of sale is conceived as an 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, mirrored in the work of Swiss photographer Christian Coigny, whose timeless black-and-white aesthetic is deeply woven into our brand's DNA.

We would be honoured to welcome you to 16, Rue des Chavannes to share a story and a moment of horological passion. 

Please feel free to visit us!