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Fortune
Fortune
Adam Erace

Inside the world of 'timepiece tourists,' who spend tens of thousands of dollars on luxury watch-themed vacations

(Credit: Courtesy of Shinola)

The seven switchbacks up to the top of Bürgenstock mountain are emotional for Dr. Pablo Richard. “My grandfather fell in love with this place,” he said, steering his new black Range Rover Sport along the curves. “I was little when he told me, ‘This is one of the most amazing spots in Switzerland, or in the world.’”

That assertion is hard to argue with. Opened in 1873, Bürgenstock Resort sits cantilevered 1,600 feet over Lake Lucerne. The Richards would celebrate with a weekend here every August. “It was a tradition,” Richard said. “I knew every waiter.”

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