ZIMMERLI Unveils the «House of Private Luxury»

With the opening of its new flagship store at Weinplatz 10 in Zurich, ZIMMERLI SWITZERLAND has created a place where the brand brings «Private Luxury» to life. The new «House of Private Luxury» combines Swiss craftsmanship and the finest collections in an atmosphere designed to invite visitors to linger and feel at home – in the very place where the historic Hotel Schwert welcomed distinguished guests from around the world for centuries.

ZIMMERLI has had a presence at Weinplatz since June with a pop-up store. Following a brief refurbishment phase, the heritage Swiss brand is now opening its new flagship store in the former Hotel Schwert. It is ZIMMERLI’s only flagship store worldwide and complements its franchise stores in Geneva, Paris, Dubai, Riyadh, Beirut and Taipei.

The «House of Private Luxury» is closely linked to ZIMMERLI’s rebranding in May 2026. Since then, the brand has operated under the guiding idea of «Private Luxury», and the new flagship store is the first physical expression of this brand philosophy. At the heart of the store concept was the creation of an atmosphere that feels less like a traditional retail space and more like an elegant home.

The history of the building lends the location particular significance. For centuries, the former Hotel Schwert was one of Zurich’s best-known establishments and hosted figures including Wolfgang Amadeus Mozart and Giacomo Casanova. Where international guests once stayed and experienced personal hospitality, that spirit continues today in a contemporary form.

«With our rebranding, we evolved ZIMMERLI’s Swiss heritage and positioned the brand as Private Luxury. The new Flagship Store brings this vision into a physical space. Choosing the historic Hotel Schwert was no coincidence. For centuries, it stood for personal hospitality and welcomed distinguished guests from around the world. With ZIMMERLI, we are reinterpreting this tradition for today.» Pascal Höhener, CEO of ZIMMERLI.

The new flagship store presents the complete ZIMMERLI world for women and men. The range includes premium underwear, sleep-to-lounge wear, ready-to-wear, timeless essentials, seasonal collections and limited editions.

The window display created for the opening deliberately references both the Zurich location and the brand’s origins. A specially developed installation brings together the themes of Hotel Schwert and Handmade in Switzerland with the limited Züri Boxer, creating a striking and unmistakable focal point at Weinplatz.

zimmerli.com