Luxury watch vacations soar as U.S. Switzerland spending jumps 18% and France up 13% on bespoke timepiece tourism

Luxury watch enthusiasts are increasingly investing in extravagant vacations centered around the craftsmanship of high-end horology, with packages costing tens of thousands of dollars. Dr. Pablo Richard, co-founder of Cyrus, a boutique Swiss watch brand, highlights the appeal of exclusive experiences like Bürgenstock Resort’s $27,700 package, which includes a helicopter ride to customize a watch and a return visit to collect the finished piece. This trend reflects a growing demand for behind-the-scenes access to rare and bespoke timepieces, particularly in Switzerland, the epicenter of luxury watchmaking [1].

The phenomenon is driven by collectors seeking unique, personalized creations beyond mass-produced models. Initiatives like Scott Dunn’s “Watchmaker’s Switzerland” itinerary—a nine-night trip featuring a Phillips auction and workshops at Patek Philippe and Audemars Piguet—underscore the industry’s shift toward immersive, high-touch travel. Audemars Piguet’s Hôtel des Horlogers in Vallée de Joux, which opened in 2022, has become a hub for collectors, replacing traditional stays in Geneva or Lausanne [1]. Other brands, including De Bethune and Jaeger-LeCoultre, are also capitalizing on this niche, while events like GMT’s $5,045 Watch Safari offer access to smaller workshops.

The market’s resilience is evident in spending patterns. Chase Travel data shows an 18% year-over-year increase in U.S. customer spending on high-end watches in Switzerland and a 13% rise in France between 2023 and 2024 [1]. This growth aligns with the exclusivity of limited-edition pieces, such as Cyrus’s Klepcys Vertical Tourbillon, which retails for up to $250,000 and produces only 38 units annually. Brands are also expanding experiential offerings beyond Switzerland. Initium, a Swiss atelier now in Paris, provides workshops ranging from $2,890 to $19,190, blending technical education with luxury retail.

The emotional and cultural value of these experiences cannot be overstated. As Richard notes, collectors already own iconic brands like Rolex or Patek Philippe; for their next acquisition, they seek “something different—a watch no one else in the world has” [1]. This desire for individuality is mirrored in Cyrus’s vibrant design language, which contrasts with traditional materials to include colors like fuchsia and tangerine. Meanwhile, hands-on workshops, such as polishing brass components under microscopes, deepen the connection between enthusiasts and the craft.

Industry experts attribute the trend to a combination of economic confidence and the enduring prestige of Swiss watchmaking. While broader luxury markets face challenges, timepieces remain a stable asset, with high-net-worth individuals viewing bespoke experiences as both a passion investment and a status symbol. The integration of travel, craftsmanship, and exclusivity has created a niche market that appears unshakable, even as global economic uncertainties persist.

Source: [1] [title: Inside the world of ‘timepiece tourists,’ who spend tens of thousands of dollars on luxury watch-themed vacations] [url: https://fortune.com/2025/07/24/luxury-tourism-timepiece-watches-vacations-luxury/].