The Michaud family

It all began with Charles-Louis Michaud’s adventure: a Neuchâtel native who travelled to East London, South Africa, in the late 19th century to open a watch shop. Back then, one could take the tram directly to Sandy Beach. The ladies gathered there in the tearoom, beneath their parasols, while the men swam to their hearts’ content in the distance. In the changing rooms, the pocket watch — with or without chain — ruled.

In 1906, Charles-Louis Michaud returned to his Swiss homeland. He got married and soon thereafter opened a watch and jewellery store that captured the architectural style of the Belle Époque — a business that would flourish despite both the war and the Great Depression. In 1934, his son, Édouard-Alexis, married the young Madeleine Tschudin. Her father, Gottlieb, sold Basel-made watches in the Far East markets and had recently moved to Japan. Two families, three continents... as they say, the rest is history.

After the war, normal life slowly resumed, and with it came advertisements and partnerships with some of the most prestigious watch brands. Jean-François, the third generation, became a diamond merchant and travelled to Hong Kong — before eventually returning to Neuchâtel, arm in arm with fashion designer Priscilla Yang. The gold watches designed by his father passed to the wayside and the jeweller’s grand parties took to the spotlight. It wasn’t long before Jean-François became President of Bijoutiers Suisses and one of their fantastic jewellery collections became a roaring success. He then went on to enjoy a well-deserved retirement. Then in 2006, to celebrate 100 years of business, the reigns were passed to Marie-Maude and gemologist Jean-Nicolas.

The adventure continues in Verbier
To this day, the family’s bonds and professional connections remain strong in Hong Kong, Singapore and China. But it was in Verbier — nowhere else — that Jean-Nicolas Michaud decided to open the company’s first branch office some 15 years ago, leaving Michaud’s original historic location in Neuchâtel in the care of his sister and brother. This magnificent ski town is, in his words, the ideal location to “sell beauty, dreams and excellence”.

“Verbier quickly became the obvious choice”, said Jean-Nicolas. “It’s always been our winter destination, and the market wasn’t too saturated. Jean-Claude Biver (former CEO of Hublot) wanted to accompany us on this adventure and together we opened the first Hublot boutique here in the mountains in early 2009. Verbier has been my home ever since, in addition to being my winter sport playground”.

The jeweller loves his high-altitude lifestyle: “Verbier is a unique ski resort. It has a way of life that’s unlike anywhere else. I recommend getting a drink at No 8, eating at Damien’s l’Écurie, taking in the view on the terrace while having a delightful brunch at Le Chalet d’Adrien, enjoying a fondue at La Grange and, above all, be sure not to miss truffle season at Marco Bassi’s La Channe. After dinner, you can get drinks at the W Hotel’s lounge and end your night at Farm Club, followed by an early morning cheese pastry at the Pâtisserie de la Poste. And don’t forget about the Patrouille des Glaciers (PdG) — it’s the best way to close out a season of training in climbing skins. The course is steep and requires strength, bravery and endurance... But nothing compares to seeing that sunrise over the Col de Riedmatten before joining the line of skiers snaking downhill to the light of their headlamps. Attempting to master this mountain is both a humbling and exceptional experience!”

Prestigious partners
In Verbier, Jean-Nicolas Michaud has developed privileged partnerships with some of the most famous watch brands, in part thanks to connections he has meticulously maintained since his childhood. “My parents used to invite Pierre-Alain Blum (CEO of Ebel) to the house, along with Mr. Franck Muller (who invented his own tourbillon wristwatch) and other important retailers like René Beyer (eight generations of watchmakers), Jürg and Cecilia Kirchhofer, and the Huber family from Vaduz. I was also lucky enough to work alongside Nicolas Hayek and Arlette Emch (Swatch), among others”.

The Michaud family has worked with brands like Zenith and Longines for a long time, but their longest uninterrupted partnership — passed down from their grandfather — is with Rolex and dates back to 1960! More recently, “new collaborations have developed with younger companies like Norquain and Ressence, but we also work with a lot of jewellery brands like Messika, Pomellato and Fope”, explains Jean-Nicolas. Many treasures await discovery in the boutique’s cosy lounge space, located at 5 Rue de Médran.

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