Jäggi AG – Boutique

High-end watches and jewellery on 140m2 in the centre of Coire.

A shopping experience in a luxurious ambiance with alpine flair reflecting the local architectural style, tradition and tourism, modern but atmospheric: these were the «soft» challenges imposed on the total refurbishment of the venerable retail store in Chur. They were enriched by «hard» factors of equal complexity: a difficult floor plan with a large entrance area and a long, narrow passage leading deep into the interior, massive walls, little natural light.

This choice of materials produces visual accents and at the same time enhances physical well-being by creating a remarkably pleasant indoor climate. Thanks to the gentle white hues and the complementary lighting concept, jewellery and watches are always in the limelight. The seemingly floating wall showcases form an analogy with the deep-set windows of historic buildings in Graubünden, making it possible to accommodate the identities of high-end brands such as IWC, Blancpain, and Chopard.