Bijouterie Michaud has been part of the Neuchâtel landscape since 1906! While it is well known to lovers of fine jewelry and watches, it is also and above all a family story: that of the Michaud family.
Let us tell you this wonderful story!
1899
While his father had kept a farm for himself, Charles-Louis Michaud left to join his brother in South Africa, where he became a traveling salesman of Swiss watches and silverware. The two men from Neuchâtel eventually settled in East London and opened their first store: Michaud’s Pty LDT.
1906
Charles-Louis Michaud returned to Switzerland for love of Elise-Marguerite Berthod, whom he married, and together they continued their adventure, opening the first Michaud Jewelry, Silverware, and Watches store at the Croix du Marché in Neuchâtel.
1909
Charles-Louis Michaud acquired the building at Place Pury 1, which he had demolished to rebuild a brand-new structure, entirely of glass and metal and inspired by Art Deco. He set up his store on the ground floor, where he sold watches, Neuchâtel clocks, as well as silverware and a selection of jewelry.
1939
First World War and then World War II had a profound impact on life in Neuchâtel: while rationing was severe, the watchmaking business kept the small family enterprise afloat. While his son, Alexis-Edouard, was called to military service, Charles-Louis Michaud ran the jewelry store with his daughter-in-law, Madeleine-Elisabeth Tschudin.
1946
After completing his military service, Alexis-Edouard Michaud succeeded his father as head of the jewelry store. His wife, Madeleine-Elisabeth Tschudin, handled the bookkeeping.
1954
A trained watchmaker, Alexis-Edouard Michaud strengthened Bijouterie Michaud’s position in the watchmaking industry: he set up his watchmaking workshop on the upper floor at 1 Place Pury in 1952 before finally opening his own store on the ground floor at 3 Place Pury in 1954.
1960s
With foresight and ambition, Alexis-Edouard Michaud forged a number of partnerships with major watch manufacturers, whose timepieces he sold in his store, and embraced a new form of communication to promote his products: advertising.
1974
Eager to devote himself to his passion for history, Alexis-Edouard handed over management of Bijouterie Michaud to his son Jean-François, who had just returned with his wife, Priscilla Yang, after spending 10 years in Hong Kong as a gemologist and diamond dealer.
1980s
Jean-François Michaud and Priscilla Yang developed an elegant, high-end brand image for Bijouterie Michaud, in line with their vision of excellence in jewelry and watchmaking. The first major social events showcased partner brands and brought renown to the boutique.
1990s
Passionate about art and design, Jean-François Michaud collaborated with other artists to create exceptional jewelry collections, which he showcased at major international trade shows.
2006
Bijouterie Michaud celebrates its centennial, and Jean-François Michaud hands the reins over to his children, Jean-Nicolas, Laurent, and Marie-Maude. A new era begins, marked by the rapid advancement of communication technologies and the advent of the Internet.
2010
Bijouterie Michaud undergoes a modern makeover; wood gives way to metal and cooler colors. For the first time, a space is dedicated exclusively to Rolex.
2011
To strengthen its high-end positioning and its presence among international clients, a second Michaud boutique, led by Jean-Nicolas, opens in Verbier, a renowned ski resort and vacation destination.
2020s
As consumer trends and customer habits evolve, Jean-Nicolas, Laurent, and Marie-Maude rethink their digital strategy to expand Bijouterie Michaud’s presence on social media and develop an e-commerce platform.
2024
Bijouterie Michaud undergoes its most significant transformation with the addition of a first floor at Place Pury 3 and the complete renovation of the boutique, which now spans 165 m². The jewelry and watch sections are completely redesigned.
2026
Bijouterie Michaud celebrates its 120th anniversary.
120 years of exceptional jewelry and timepiece creations
120 years of passion, excellence, and craftsmanship passed down from generation to generation.
120 years of trust built with our customers and partners.
We are far more than a name,
A family, an atmosphere,
Timepieces, jewels, pearls, precious stones.
More than a century of heritage,
The legacy of our craftsmanship.
We are 4 generations, 2 brothers, 1 sister,
Collaborators, artisans, entrepreneurs,
One soul, Two hearts.
From Neuchâtel to Verbier,
Time has shaped us.
Time is our ally.
We are the moments we share,
The bonds woven through time,
The value we bestow upon each instant.
We are the guardians of time,
The jewels that tell your stories,
The emotions anchored upon your wrists,
The symbols engraved upon your fingers,
The dreams suspended at your throat.
So many bonds to carry through daily life.
Since 1906,
We area time that transcends generations,
A trust that endures through time,
Years of excellence and passion,
A symbol of respect and loyalty,
A pledge of precision and creativity.
From yesterday to today,
Alongside prestigious houses, renowned brands,
Beyond beauty, beyond craftsmanship,
We create meaning.
Taking form in matter, awakening the senses,
Becoming far more than objects to be worn.
Life stories to be told,
Moments forever engraved.
Authenticity is our essence.
Passion, our strength.
Family, our distinction.
Elegance, our beauty.
You are the heart of our success,
Our inspiration, our story.
Without you, time would exist only in the present.
With you, it transcends generations.
We are all far more than a name.
