Les Ambassadeurs was founded in Geneva in 1964 and quickly developed into one of Switzerland's leading addresses for high-end watches and jewelry. The name harks back to the café of the same name, “Les Ambassadeurs,” on Geneva's Rue du Rhône, which was known as a meeting point for diplomatic circles in the 1950s and 1960s. When the café closed, the founder decided to adopt this prestigious name and open the first boutique in the same building. From the outset, the company pursued a clear philosophy: to forge close partnerships with international luxury brands and to serve both national and international clients with excellent advice. In the following decades, Les Ambassadeurs expanded continuously, opening further boutiques in exclusive locations in Zurich, Lucerne, St. Moritz, and Lugano. For over 60 years, the company was considered a symbol of classic multi-brand watch retail and survived numerous crises, including the pandemic, economic crises, and the Swissair grounding.