A L'Emeraude

What A L'Emeraude does

A L'Emeraude (legal entity: A l'Emeraude SA) is a privately held luxury chronometry and jewelry boutique domiciled in Lausanne, Switzerland, founded in 1909 by Jacques Schwob and operated continuously since. The business occupies a single 250+ m2 flagship boutique at 12 Place Saint-François in a building designed by architect Henri Verrey and classified as regional heritage; the boutique was expanded from 60 m2 to over 250 m2 in 2016-2017 and includes two fully equipped watchmaking workshops. The boutique is an Authorized Patek Philippe retailer (relationship dating to approximately 1920) and an Official Rolex Retailer since 2017, and additionally distributes approximately 16 other watch brands spanning independent watchmakers (F.P.Journe, Voutilainen, AKRIVIA by Rexhep Rexhepi, De Bethune, Romain Gauthier, Ludovic Ballouard, Sylvain Pinaud, Raúl Pagès, Biver) and premium houses (Jaeger-LeCoultre, Hublot, Tudor, IWC Schaffhausen, Panerai, Reuge), plus designer jewelry lines (Marco Bicego, Shamballa Jewels, Morganne Bello) and in-house jewelry creations by co-owner Marina Cremers. There is no e-commerce; all sales are conducted in person at the boutique.

The company makes money through one-time sales of high-end timepieces and jewelry to high-net-worth collectors and watch enthusiasts, supplemented by a professional services revenue stream from on-site after-sales watchmaking (maintenance, cleaning, polishing, and complex repairs approved by major houses), and participation in the Rolex Certified Pre-Owned programme (authenticated pre-owned Rolex watches with a two-year international guarantee). Pricing is not publicly disclosed; Rolex Certified Pre-Owned pieces are listed "on demand." The team comprises approximately 12 staff including two on-site expert watchmakers, plus master watchmaker Eric Berthoud working from home after 35+ years with the boutique; the company is owned and managed by the Cremers family (Patrick and Marina Cremers acquired it in 2004 as the third owners since founding, with Derek Cremers running daily operations since 2010). GTM is enterprise-field-sales-style high-touch relationship retail targeting collectors, with no digital channel and no public-facing pricing.

Name

A L'Emeraude

Legal name

A l'Emeraude SA

Website

https://[email protected]

Company type

Private

Founded year

1909

Operating status

Operating

Headcount range

1–10 employees

Short description

A L'Emeraude is a privately held, family-owned luxury watch and jewelry boutique in Lausanne, Switzerland, founded in 1909 and serving high-net-worth collectors as an Authorized Patek Philippe and Official Rolex retailer with curated independent watchmakers, bespoke jewelry, and on-site after-sales watchmaking.

Ownership category

akta.pro rank

Product category

Luxury Watch & Jewelry Retail

NAICS

Jewelry Retailers (458310), Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458)

SIC

Retail-Jewelry Stores (5944)

akta.pro primary industry

Luxury Department/Flagship & Multi-brand Boutiques (Jewelry/Watches) (CRAKAGAF)

akta.pro secondary industries

Watch Retail (Authorized Dealers, Boutiques, Omnichannel) (CRAKADAL), Luxury Retail & Clienteling (Boutiques/Omnichannel) (CRAKAFAM), Pre-owned Watch Dealers & Exchanges (CRAKAKAB)

Keywords

• Luxury watch retail
• Fine jewelry retail
• Authorized watch dealer
• Watchmaking services
• Bespoke jewellery design

Headquarters

HQ city

Lausanne

HQ country

Switzerland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Infrastructure, Marketing or Sales

Revenue model

1. Luxury Watch Retail: Sale of high-end timepieces from partner brands including Patek Philippe, Rolex, F.P.Journe, Voutilainen, De Bethune, Romain Gauthier, Ludovic Ballouard, Sylvain Pinaud, Raúl Pagès, Biver, Jaeger-LeCoultre, Hublot, Tudor, IWC Schaffhausen, Panerai, and Reuge.
2. Fine Jewelry Sales: Sale of in-house jewelry creations by Marina Cremers (gemmologist) and curated selections from Marco Bicego, Shamballa Jewels, and Morganne Bello. Jewelry can be personalized and customized.
3. After-Sales Service: On-site expert watchmaking operations including maintenance, cleaning, polishing, and complex repairs with approval of major houses. Two fully equipped workshops on separate levels.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

A L'Emeraude is a historic chronometry and jewellery boutique in Lausanne that retails high-end Swiss timepieces from authorized brands and curated independent watchmakers, alongside fine jewellery including in-house bespoke creations. The boutique operates on-site expert watchmaking workshops approved by major maisons for after-sales service, maintenance, and complex repairs, and participates in the Rolex Certified Pre-Owned programme. All sales are conducted in-person at the flagship boutique, with no e-commerce channel.

Product overview

A L'Emeraude is a luxury chronometry and jewellery retailer offering an unparalleled selection of exceptional timepieces, rare watches, art timepieces, and masterpieces from independent watchmaking houses. The portfolio includes authorized retail relationships with Patek Philippe and Rolex, alongside carefully curated independent watch brands (F.P.Journe, Voutilainen, AKRIVIA by Rexhep Rexhepi, De Bethune, Romain Gauthier, Ludovic Ballouard, Sylvain Pinaud, Raúl Pagès, Biver), premium brands (Jaeger-LeCoultre, Hublot, Tudor, IWC Schaffhausen, Panerai), and the Reuge music box atelier. The jewellery collection encompasses in-house creations by Marina Cremers, alongside designer brands Shamballa Jewels, Marco Bicego, and Morganne Bello. Services include expert watchmaking, after-sales service, and the Rolex Certified Pre-Owned programme offering authenticated second-hand Rolex watches with guarantees.

Differentiator

Problem solved

Functional benefit

Products and services

• Multi-Brand Luxury Watch Retail Sale of high-end Swiss timepieces from authorised maisons (Patek Philippe, Rolex, IWC Schaffhausen) and curat
• Creations A L'Emeraude (In-House Jewellery) In-house jewellery creations crafted by gemmologist Marina Cremers with selected Swiss artisans, featuring personalised designs and exceptional stone quality. Pieces can be personalised according to client wishes.
• Designer Jewellery Collection Curated selection of designer fine jewellery from Marco Bicego (Italian), Shamballa Jewels (Danish), and Morganne Bello (French), offering twisted, engraved, or pure unmounted pieces in gold with diamonds and precious stones.
• Watchmaking Services (After-Sales) On-site expert watchmaking operations including maintenance, cleaning, polishing, and complex repairs, authorised by major maisons. Two fully equipped workshops on separate levels, with a dedicated cleaning space and polishing area. Customers can observe maintenance operations live on a big screen in the sales area.
• Rolex Certified Pre-Owned Programme Sale of Rolex Certified Pre-Owned watches verified by Rolex with a two-year international guarantee, available through the boutique and via the dedicated Rolex CPO section of the website. Pricing is on demand.

Named customers3 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

20 partnerships are on record, tiered core and minor.

• RolexcoreChannel Partner/ Reseller/ Distributor · 1 January 2017A L'Emeraude is an Official Rolex Retailer, authorized to sell Rolex watches. Since June 2017, the boutique features a new unique space entirely dedicated to Patek Philippe and Rolex. The company also participates in the Rolex Certified Pre-Owned programme, selling authenticated pre-owned Rolex watches.
• Patek PhilippecoreChannel Partner/ Reseller/ Distributor · 1 January 1909A L'Emeraude is an Authorized Patek Philippe retailer, having represented the house in Lausanne for over 50 years as of 1970 (relationship dating to approximately 1920). Since June 2017, the boutique features a unique space dedicated to Patek Philippe and Rolex.
• IWC SchaffhausenminorChannel Partner/ Reseller/ DistributorA L'Emeraude is an IWC Schaffhausen Authorized Retailer, as indicated by the IWC Authorized Retailer Seal displayed on their website.
• Marco BicegominorChannel Partner/ Reseller/ DistributorA curated selection of Marco Bicego jewellery is offered at A L'Emeraude. Marco Bicego jewels are twisted, matt or engraved, combining red, white or yellow gold with contrasting sparkling stones.
• Shamballa JewelsminorChannel Partner/ Reseller/ DistributorDanish fine jewellery brand Shamballa Jewels (founded 2005) is represented at A L'Emeraude. The brand is present in over 30 countries and specializes in 18K gold jewellery with diamonds and precious stones.
• Morganne BellominorChannel Partner/ Reseller/ DistributorThe French studio Morganne Bello (est. 2004) is featured at A L'Emeraude, known for its clean pieces that defy classic codes, with a range of colours and absolute purity of unmounted jewels.
• F.P.JourneminorChannel Partner/ Reseller/ DistributorF.P.Journe is represented at A L'Emeraude. The Manufacture founded in 1999 by François-Paul Journe produces around 1,000 precision mechanical chronometers per year in 18K rose Gold.
• VoutilainenminorChannel Partner/ Reseller/ DistributorIndependent watchmaker Kari Voutilainen (est. 2002) is represented at A L'Emeraude, known for hand-made watches with unique complications and exceptional finishing.
• De BethuneminorChannel Partner/ Reseller/ DistributorIndependent brand De Bethune (est. 2002), founded by David Zanetta and Denis Flageollet, is represented at A L'Emeraude. Known for over 10 patents and twenty world premieres since its creation.
• Romain GauthierminorChannel Partner/ Reseller/ DistributorIndependent watchmaker Romain Gauthier (est. 2005) is represented at A L'Emeraude. Based in Vallée de Joux, the brand creates exceptional watches with uncompromising fine watchmaking standards.
• Ludovic BallouardminorChannel Partner/ Reseller/ DistributorIndependent watchmaker Ludovic Ballouard (brand est. 2009) is represented at A L'Emeraude. Known for philosophical poetry in watchmaking with jumping hour systems.
• Sylvain PinaudminorChannel Partner/ Reseller/ DistributorIndependent watchmaker Sylvain Pinaud (brand est. 2018) is represented at A L'Emeraude. Winner of the Horological Revelation Prize at the 2022 Geneva Watchmaking Grand Prix.
• Raúl PagèsminorChannel Partner/ Reseller/ DistributorIndependent Swiss watchmaker Raúl Pagès (brand est. 2012) is represented at A L'Emeraude. Member of AHCI since 2017, known for limited series and hand-made mechanisms.
• BiverminorChannel Partner/ Reseller/ DistributorBiver (brand est. 2023) founded by Jean-Claude Biver and Pierre Biver is represented at A L'Emeraude. Neoclassical Swiss watchmaking for the 21st century.
• Jaeger-LeCoultreminorChannel Partner/ Reseller/ DistributorJaeger-LeCoultre is represented at A L'Emeraude, offering Atmos clocks and the brand's exceptional timepiece collections.
• ReugeminorChannel Partner/ Reseller/ DistributorReuge (est. 1865) is represented at A L'Emeraude. Swiss manufacturer of exclusive mechanical music boxes combining centuries-old craftsmanship with contemporary design.
• HublotminorChannel Partner/ Reseller/ DistributorHublot is represented at A L'Emeraude. Swiss watchmaking icon defined by innovation, audacity, and the Art of Fusion, founded in 1980.
• PaneraiminorChannel Partner/ Reseller/ DistributorPanerai is represented at A L'Emeraude.
• TudorminorChannel Partner/ Reseller/ DistributorTudor is represented at A L'Emeraude. Founded in 1926 by Hans Wilsdorf as a sister brand to Rolex offering watches at more accessible price points.
• Rexhep Rexhepi (AKRIVIA)minorChannel Partner/ Reseller/ DistributorIndependent watchmaker Rexhep Rexhepi and his AKRIVIA brand (founded 2012) is represented at A L'Emeraude. Rexhepi began as an apprentice at Patek Philippe aged 15. AKRIVIA is inspired by the splendid history of Geneva watchmaking.

Scale indicators4 records

Recent moves12 records

Expansion highlights4 records

Broad incumbents

• Watches of Switzerland Group: Publicly-traded (LSE: WOSG) multi-brand luxury watch retailer with a large UK and US footprint carrying Rolex, Patek Philippe, and other major brands. Larger-scale broad incumbent in the same authorized multi-brand retail category.
• The Hour Glass: Publicly-traded (SGX: AGS) Asia-Pacific luxury watch retail group with a multi-brand authorized-dealer model focused on premium Swiss watch brands. Comparable model but operating in different geographies, making it a broad incumbent peer.

Direct peers

• Les Ambassadeurs: Authorized multi-brand luxury watch and jewelry boutique group with salons in Geneva, Zurich, and other Swiss cities, carrying Patek Philippe, Rolex, and a curated set of independent watchmakers. The closest direct competitor to A L'Emeraude's model of multi-brand luxury retail with strong collector focus in Switzerland.
• Bucherer: Switzerland's largest multi-brand luxury watch and jewelry retailer, founded 1888, carrying all major Swiss brands including Patek Philippe and Rolex across numerous locations in Switzerland, Europe, and the US. A scaled direct peer in the same authorized multi-brand retail category.
• Kronometry 1910: Geneva-based boutique specializing in independent watchmakers (F.P.Journe, Voutilainen, De Bethune, and similar) with a curated high-end collector focus. Highly comparable to A L'Emeraude's independent-watchmaker positioning and target clientele.
• The Watch Gallery (by Avakian): Swiss authorized multi-brand luxury watch retailer with boutiques in Geneva and Gstaad carrying Patek Philippe, Rolex, and other premium brands. Comparable mid-sized Swiss authorized boutique peer.
• Gübelin: Historic Swiss family-owned luxury watch and jewelry retailer (founded 1854) with boutiques across Switzerland and Asia, carrying Patek Philippe, Rolex, and other premium brands plus its own jewelry house. Highly comparable multi-brand model with deep heritage, similar to A L'Emeraude.
• Kirchhofer: Zurich-based authorized luxury watch and jewelry retailer carrying Patek Philippe, Rolex, and other major brands, with a heritage store model similar to A L'Emeraude. Direct comparable for the Swiss authorized-dealer multi-brand boutique format.

Regional players

• Seddiqi Holding: Family-owned Dubai-based luxury watch and jewelry retailer authorized for Rolex and other major Swiss brands, serving the Middle East HNW collector market. Comparable authorized-dealer model in a different geography.

Emerging players

• Chronext: Online luxury watch marketplace offering authenticated new and pre-owned timepieces from independent and mainstream brands. Represents the digital-native channel competing for the same collector demand A L'Emeraude serves offline.

Market position

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/a-l'emeraude

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about A L'Emeraude