Editor’s Note
This article explores the launch of Sotheby’s Salon, a new retail concept within Bucherer’s flagship store in Zurich. It highlights the venture’s focus on a curated, multi-category luxury experience, blending traditional auction house offerings with contemporary collectibles in a discreet setting.
The Sotheby’s Salon is a 160-square-meter, cross-category space on the newly constructed third floor of Swiss watch and jewelry retailer Bucherer, located at Bahnhofstrasse 50. According to Sotheby’s, the store offers jewelry, watches, handbags and accessories, as well as sneakers, high-end streetwear, art, and sports memorabilia. There is also a wine and spirits bar featuring a selection curated by Sotheby’s Master of Wine, Vanessa Conlin.
The auction house has designed the salon as a social venue where collectors can gather, learn, and discreetly and privately share their passions. Customers can purchase regularly updated products on-site, bid in live and online auctions, and participate in Sotheby’s Sealed, a hybrid of auctions and private sales.
Customers have the option to conveniently order online from the boutique, from home, or from anywhere using their smartphone or tablet, and have their orders delivered to over 70 countries.
As a first of its kind, Sotheby’s is hosting a selling exhibition dedicated to the evolution of men’s jewelry from the mid-19th century to the present day. Similar to runway trends in recent years, gender boundaries in jewelry are dissolving, and while men’s appreciation for jewelry is not new, the style has evolved. Consisting of approximately 100 pieces, the exhibition “For the Boys: A Jewelry Exhibition” presents antique and vintage designs from renowned houses such as Van Cleef & Arpels, Cartier, Tiffany & Co., Verdura, David Webb, Chrome Hearts, NN by Nghi, Johnny Nelson, David Yurman, and Shaun Leane. With a carefully curated selection, the exhibition recalls the various styles, trends, and muses of men’s jewelry over the decades.