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.
More than an interior architecture story, an identity journey…
The address remains, the walls too. Inside, everything has changed. A story of organic and instinctive evolution.
MICHAUD X ATELIER OÏ - A collab’ between two local entrepreneurial trios
Established since 1906 in the heart of the WatchValley, Bijouterie Michaud has gained renown far beyond Lake Neuchâtel and the mountains of the Val de Bagnes, home to its second boutique in Verbier since 2011.
Across four generations, the boutique has grown in both size and scope. Its walls have witnessed many transformations. For the first time, only the walls have remained unchanged; a striking yet entirely natural metamorphosis: an organic and instinctive evolution in tune with Michaud’s identity: genuine, natural, subtle, and effortlessly elegant. Inside, the vibe is all about the harmony, serenity and generosity that have always defined the atmosphere and hospitality of the Bijouterie Michaud.
It is doubtless no coincidence that the Michaud family has chosen to collaborate with another local trio of entrepreneurs, the internationally renowned Atelier Oï. Founded in 1991 in La Neuveville by Aurel Aebi, Armand Louis and Patrick Reymond, it bears a name derived from the Russian word “troika” symbolising the powerful synergy of three. This definition perfectly mirrors the dynamic energy that drives the Michaud siblings. The two trios have built a collaboration fuelled by creativity along with a combination of individual and collective strength.
Growing naturally… organically
It all began with a need for space – a call to grow organically. The Michaud siblings wanted to remain within their historic, original walls, yet the only way to expand was upward. They needed to free up a floor and then unite two separate levels.
In just seven months, Bijouterie Michaud expanded from 78m² to 164m², now spread over two floors and seamlessly connected by a bespoke, airy feature designed by Atelier Oï: a cascade of wood and crystal. This sculptural centrepiece weaves a light-filled link between the two floors. Drawing an analogy with the world of fine jewellery, this openworked oak screen crafted in a pierced lattice style is set with Murano glass crystals handblown by Vistosi artisans.
From the outside, nothing hints at the change within; the storefront and windows are unchanged. But once you step through the door, the difference is striking. The space has gained in volume, height, and light. The soft, tonal spaces are carefully lighted, every detail crafted to make the place feel as cosy and welcoming as a private living room.
Among the standout materials, oak naturally emerged as the obvious choice: a symbol of hospitality, generosity, strength and longevity.
The graceful curves of the reception counter are mirrored by a matching silhouette on the ceiling, within the mouldings. As visitors approach the wide staircase lined with oak planks, they are drawn in by the seamless integration of organic materials leading to the Rolex space. Here, natural stones are cut from creamy Roman travertine, paired with green waves textured like water, walnut wood, along with an alternating mix of bronzed and polished brass.
On their way up, visitors are elegantly guided by a textile tapestry and spiralling glass that follow the staircase. The entire space features a play on straight lines and curves. Organic structures such as counters with glass domes featuring rounded edges, curved sales tables and the sweeping staircase contrast with sharp angles and clean lines, giving rhythm to both horizontal and vertical planes. This aesthetic contributes to the harmonious overall balance, much like the interaction between the Michaud siblings themselves; each has a distinct role, yet together they surpass the sum of their individual talents.
Upstairs, at one end, an elegant "watch bar" with high chairs evokes a bookcase brimming with coffee table books. At the opposite end, a watchmaker's bench reminds visitors that in-store services for adjustments, sizing and watch services are available on the spot.
During the seven-month renovation from February to August 2024, a temporary boutique was set up on the second floor to maintain the essential connection with clients and brand partners, a relationship cultivated for the past 118 year – and counting! At the core of the project was a determination to uphold the family-run Michaud Maison’s values, creating an open, welcoming, and unified setting where each brand harmoniously finds its place. This is no small feat for anyone familiar with multi-brand boutiques around the world.
"Storytecture is all about making a family’s multi-generational legacy visible. It’s a celebration of watch and jewellery craftsmanship through bespoke design. This boutique takes you on a journey through time, tracing this family’s evolution from past to future. While the façade remains almost unchanged, thus preserving its heritage, the modern vision of a new generation of jewellers and watchmakers emerges clearly on the inside. Upon entering, visitors step into an atmosphere of tranquil privacy, guided by the reception desk curving towards the staircase. The cascading installation is an invitation to visit the new, larger, brighter upper, while the boutique’s centrepiece illuminated cascade design not only connects the two floors but also unites generations, linking past, present and future." ATELIER OÏ
"This boutique is a tribute to our roots, our family legacy, our partners, our team, our clients, our dreams, our ambitions, and our deep belief that a multi-brand boutique has a place in the watch and jewellery ecosystem of today and tomorrow. This boutique is a symbol, a commitment, and a testament to our desire to go further. It represents nearly 120 years of family history and the collective efforts of our sibling team, united in offering and sharing beauty, uniqueness and excellence with generosity and warmth, with ambition, humility, and complete authenticity. It reflects the respect and loyalty that both our clients and partners have shown us over time." BIJOUTERIE MICHAUD
