Within the walls of place Pury 1-3, time has engraved over a century of history, the Bijouterie Michaud story, a watch & jewellery maison now in its fourth generation. In 2024, Marie-Maude, Jean-Nicolas and Laurent Michaud are redesigning the family’s historic boutique in collaboration with atelier oï.
Bijouterie Michaud has been anchored in the heart of Neuchâtel since 1906. First at the Croix du Marché, then from 1909 at Place Pury, which saw it settle in, blossom from number 1 to number 3 (1960), grow and undergo renovations (1996, 2010), extend to the top of Verbier with a second address (2011) before experiencing its biggest transformation and expansion in 2024. Now spread over two floors, it is connected by a unique architectural element designed by atelier oï: a custom-made, airy and luminous adornment in the shape of a wood and crystal cascade sculpting the space and weaving harmonious ties between the levels. In a nod to the world of jewellery, an openworked oak trellis reflects the traditional mitraillage technique (used to drill holes destined to house gems) with sparkling Murano glass crystals crafted by Vistosi glassblowers.
Our spaces have been designed to offer a warm and intimate atmosphere, evoking the comfort of a private lounge. The choice of materials was guided by our desire to create a welcoming and timeless area. A symbol of hospitality, generosity, strength and longevity, oak plays a key role. The reception desk is curved, with a rounded element whose identical silhouette is mirrored on the ceiling mouldings. Before taking the wide staircase with oak-slatted steps, visitors are drawn in by the continuity of organic materials leading to those of the Espace Rolex, with its cut natural stone (a cream-coloured travertine from Rome), its wave-textured green surfaces, its walnut wood and its alternating bronzed and polished brass elements.
Moving upstairs, a fabric wall hanging and a spiral glass panel elegantly accompany the ascent. Each space plays on a subtle balance between straight lines and curves, between organic structures and rigorous geometry. The counters with their rounded glass domes, the arched sales tables and the curves of the staircase all contribute to creating a harmonious dialogue with the clean lines characterising the entire store. Upstairs, two distinct areas enhance the experience: on one side, an elegant and friendly ‘watchbar’, inspired by a library where one can browse through books on watchmaking; on the other, a watchmaker's workbench where our team offers immediate services for adjusting, resizing and inspecting watches.
Our boutique is so much more than a sales area: it is a place for exchanges, discovery and passion for watchmaking and jewellery. We have designed this showcase with great care, respecting our heritage and driven by the desire to offer you a unique experience in which excellence and emotion meet and mingle. We invite you to come and visit us in this new world reflecting our expertise and our unwavering commitment to you.
