Omega has adopted elements of Apple Shop’s famous store concept in a Zurich flagship by setting its watches free from secure glass cabinets and so that customers can get their hands on them.

The showroom, which opened this month at The Circle, Zurich, is Omega’s largest in Europe with over 8,600 square feet of retail space over two floors.

A video shared by Dietlin Swiss Showcases shows the use of a system described as “free access display” where the watches are securely tethered to a small pad. That pad and the watch can be set to automatically retract into the counter top as a security measure, or it can be deactivated to that customers can handle the watches.

Xavier Dietlin, owner of Dietlin Swiss Showcases, says the system draws customers towards the watches.

“The younger generation feels no connection with present-day boutiques. They want to have the freedom to discover things for themselves. Boutiques will become places of discovery and our free access system is an essential step in that direction,” he suggests.

The mall-based showroom is framed on three sides with glass walls punctuated with porthole-style windows displays.

Space is divided up into relaxed seating areas and private lounges along with the open retail floor.

“The Circle is a very forward-thinking project and we are really inspired by its spirit of combining business with lifestyle. As a pioneering luxury Swiss brand ourselves, Omega sees it as a great opportunity to be part of something unique, and we really share their vision of creating a truly special experience,” says Omega president and CEO Raynald Aeschlimann.