Altdorf Switzerland
1st November 2011 During my recent visit to Switzerland, I was pleased to meet Ralf Wenger, the owner of Jauch Optik in Altdorf. Located in the Swiss canton of Uri, the town of Altdorf and the William Tell legend are intricately connected. Tell was the expert medieval marksman and Swiss patriot, who allegedly shot an apple from his son’s head in the marketplace, just a few meters from the building that Wenger purchased in 2004. The old house is now the smart setting for Jauch Optik, with the exterior carefully preserved, and the interior streamlined and furnished in beautiful woods. Paintings by a variety of local artists give a gallery feel to the charming boutique.
“Its a small house with only two floors,”says Wenger, “and our concept for the shop is that when customers come to us, we have the right solutions for their eyecare needs. We keep a ‘Vision Profile’ on every customer, so we know exactly what they require – whether for working at the computer, going to the cinema, or being on the ski slopes.
“Our in-store events have included a presentation of hairstyles and frames, art and wine programmes, makeup and eyewear. We believe in featuring authentic eyewear designers, so we avoid licensed brands. We have Mykita, Framers, Blac, Bellinger, Beausoleil and Kaenon among others.” Wenger is creating his own legend in Altdorf at Jauch Optik. www.jauchoptik.ch JG
