Gübelin: discount with the Platinum Card
Timeless elegance and Swiss craftsmanship: With Amex you enjoy shopping benefits at Gübelin.
Gübelin: a renowned Swiss luxury retailer
The history of the Swiss family business Gübelin goes back more than 170 years. In 1854, a young man opened a watchmaking business in Lucerne, which grew in size over the years and eventually settled at a prime location on the quay. This is where the Gübelin Boutique Lucerne is still located today – now in its sixth generation.
In 2025, there are five Gübelin boutiques in Switzerland: in Lucerne, Geneva, Lugano, St. Moritz and Zurich. Since 2022, there has also been a partnership with TimeVallée, an innovative shopping destination that is setting new standards in the luxury watch trade. TimeVallée is also based in Lucerne.
All Gübelin locations have one thing in common: The range includes gemstones, watches and jewelry that embody the traditional ideals of craftsmanship. The products stand for timeless elegance and modern design. Gübelin has thus established itself as one of the most renowned luxury brands in Switzerland.
Partnership between Gübelin and American Express
American Express customers generally benefit from extensive shopping benefits. There are very special benefits for Platinum Card members – including the shopping benefit at Gübelin:
- When you make a purchase in one of the Swiss boutiques, you will receive a discount of 10 percent on purchases up to a maximum of CHF 15,000.*
- You will also receive a 5 percent discount on diamond jewelry up to a maximum of CHF 30,000.
Simply visit one of the five Swiss boutiques of your choice or the TimeVallée boutique in Lucerne and be enchanted by the elegance of the jewelry. If you use your American Express Platinum Card to make your payment, you will be granted the discount automatically.
* Principal cardholders of an American Express Platinum Card issued by Swisscard AECS GmbH receive a 10% discount on purchases made with the Platinum Card in Gübelin boutiques in Switzerland and in the TimeVallée boutique in Lucerne. The discount for diamond jewelry is 5%. The maximum (annual) discount amount is CHF 1,500 (equivalent to a purchase of CHF 15,000 or CHF 30,000 for diamond jewelry). The cardholder must present their Platinum Card at the checkout before paying with it. The discount will then be deducted directly from the purchase price at the boutique. The discount does not apply to online transactions (e.g. in web stores), purchases in shop-in-shops (e.g. in department stores), "Patek Philippe" brand goods, limited edition models from other brands and the purchase of vouchers. The discount is valid immediately for purchases up to and including December 4, 2025 and cannot be combined with other promotions. It cannot be claimed retroactively for past purchases.
Additional shopping benefits with American Express
The exclusive discount at Gübelin is by no means the only shopping benefit for American Express customers. When shopping, you benefit from extensive extras such as shopping insurance and seasonal special offers from selected lifestyle brands. You will be informed about the latest offers from American Express Selects in our regular newsletter or via the Travel & Lifestyle Online Service.
Shopping insurance: protection when shopping
With the Platinum Card and the Gold Card from American Express, you also benefit after your shopping experience: Both premium credit cards are equipped with an extensive insurance package. This includes Purchase Protection Insurance, which covers your purchase against damage or theft for 90 days, Return Protection Insurance for 90 days and a two-year extended guarantee for purchased goods. This means you are on the safe side when shopping.
The newsletters are only for Amex Card Members. To register for the Platinum Travel & Lifestyle service, please always refer to our partner Ten: americanexpress@travel-lifestyle.ch
Shopping advantage at Gübelin: an exclusive benefit of the Platinum Card
Fine jewelry completes special moments – whether it is rings, necklaces, bracelets, watches or earrings. And you can get all this timelessly elegant jewelry at Gübelin with your Platinum Card with a discount of up to ten percent. Take your time in one of the Swiss boutiques, let the experienced staff advise you and spoil your loved ones or yourself with a gift. And thanks to the Purchase Protection Insurance on your Platinum Card, you even get an extended right of return.
Frequently asked questions and answers
With your American Express Platinum Card you receive a ten percent discount on purchases up to a maximum of CHF 15,000 and a five percent discount on diamond jewelry up to CHF 30,000.
The Gübelin jewelry store offers timelessly elegant jewelry, precious gemstones and a selection of renowned Swiss watches.
No, the discount is only granted in one of the Swiss boutiques on presentation of the Platinum Card.
