On a quiet, cobbled corner in Zurich’s Old Town, and just around the corner of my favorite lunch place Bindella, Ralph Lauren has opened a new chapter. Tucked away at In Gassen 20, the store features a selection of apparel across Purple Label, Ralph Lauren Collection and Men’s and Women’s Polo Ralph Lauren, alongside a range of accessories including watches and jewelry, handbags, small leather goods, shoes and home offerings. It is second location in Switzerland after Gstaad, but notably the first to include Ralph’s Coffee.
I’ve lived in Switzerland for over twenty years, and quietly, I’ve always wondered why Ralph Lauren never really arrived here in a meaningful way. Because if any market feels instinctively aligned with the brand, it’s this one.
The store itself is exactly what you would expect: composed, polished, and confidently consistent. Ralph Lauren doesn’t reinvent its language, it refines it. Warm wood, tailored interiors, a sense of order and permanence. It’s less about surprise, more about precision. And that’s precisely why it works so well in Switzerland. There’s a shared appreciation for craftsmanship, for things that are made to last, for a certain understated idea of luxury that doesn’t need to announce itself.
At the same time, there are very few brands that have built such a complete lifestyle universe around themselves. Ralph Lauren doesn’t just sell clothes, it constructs a world. And you feel that here. It’s one of those spaces where you actually enjoy looking around, taking in the details, the textures, the way everything is put together. Not forced, not overdesigned, just coherent.
What makes this opening feel more complete, though, is Ralph’s Coffee, finally making its way to Switzerland. Not as a gimmick, but as an extension of the brand’s world. A place to pause, not just to shop. For me, this isn’t just another store opening. It feels slightly overdue and entirely right.
Ralph Lauren
In Gassen 20, 8001 Zurich, Switzerland
Store Hours:
Monday – Friday: 10:00 – 19:00
Saturday: 09:30 – 18:00
Sunday: Closed
Phone: +46 300 69 97 10
LoL Sandra
Photos: © Ralph Lauren
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