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!
It all began with an adventure. That of Charles-Louis Michaud, a native of Neuchâtel who became an ambassador for Swiss watchmaking and set out to open a watch store—Michaud's (Pty) LDT—in East London, South Africa, in 1899.
In 1906, Charles Louis Michaud returned to his homeland and opened the first Michaud Bijouterie-Horlogerie store at La Croix du Marché in Neuchâtel.
Three years later, the store moved to Place Pury 1, into a very modern boutique with large windows and metal frames, built especially in the Belle Epoque style that was in vogue at the time.
In 1934, his son Edouard Alexis Michaud joined the family business with a degree from the Technicum Horloger du Locle, but the outbreak of World War II in Europe forced him to put his ambitions on hold. It was not until 1946 (when he took over the entire management of the company) that he was able to strengthen the Michaud boutique's position in the watchmaking industry thanks to a clear-sighted (and extremely innovative for the time) strategy of partnership agreements with prestigious watch brands, supported by an unprecedented investment in advertising, which was then in its infancy. Rolex thus joined the Michaud portfolio in the 1950s!
In 1973, Jean François Michaud took over the family business upon his return from Hong Kong, where he had successfully established himself as a diamond dealer and jeweler-gemologist. This marked the beginning of the creation of fantastic jewelry collections under the Michaud brand, as well as major social events that would give the family business a reputation that would extend far beyond Switzerland.
For the company's centenary in 2006, Jean François handed over the reins to his children Jean-Nicolas, Laurent and Marie-Maude who represent the fourth generation of the Michaud family. The new millennium brought with it the advent of the internet and new means of communication.
The siblings adopted a new strategy to strengthen their high-end positioning and presence among international customers by deciding to open a second boutique in 2011 in Verbier, a renowned ski resort and vacation destination, managed by Jean Nicolas.
2021: In two years, Covid has radically changed our lives and, in order to adapt to new constraints and consumption patterns, Michaud Jewelers is redesigning its website to turn it into an e-commerce site offering click & collect.
After nearly 120 years of loyal service, the Michaud boutique on Place Pury underwent a complete renovation and extension in 2024. In addition to the ground floor dedicated to jewelry, there is now a second floor exclusively dedicated to watches.
What's next? It's coming in 2026 with the 120th anniversary of Bijouterie Michaud! The family saga continues...
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.
