A powerful symbol: A 1090 kg rock!Michel Jordi opens Flagship Store in Zurich
For his Flagship Store inaugurated on November 24th, the entrepreneur had spotted a truly monumental rock. On November 10, 2011, the operation was launched. With the authorisation of local authorities, Michel Jordi and his team firmly secured the gigantic "Swiss Icon Rock" found in Gletsch in the Valais region. It was subsequently winched by helicopter and engraved with the brand's name, prior to being transported to Zurich to grace the first JORDI Swiss Icon shop.
The physical presence of the "Swiss Icon Rock" is imposing in itself. It is a reminder of the inspiration that took shape at the source of the Rhone, and symbolises the essence of Switzerland: a perfectly balanced blend of creativity, excellence, tradition and authenticity.
It was at the very source of the Rhone that Michel Jordi found the inspiration for his new universe JORDI Swiss Icon. Here, water and sand mix, polishing pieces of rock for thousands of years, transforming them into soft, smooth, almost silky pebbles. Michel Jordi has recreated this shape with his ergonomically designed watch collection.