utu launches tourist privilege programme at TimeVallée by Gübelin in Lucerne

utu has rolled out its Tourist Privilege programme at TimeVallée by Gübelin’s Lucerne boutique, giving international shoppers an immediate in-store benefit tied to tax-free spending. The launch aims to lift tourist conversion and incremental sales without changing the standard airport refund process. Why it matters: - The programme gives luxury retailers a new way to capture spending from international tourists before those shoppers leave Switzerland. - utu’s model turns tax-free refund value into an immediate in-store privilege, which can add purchase power at the counter and create incremental revenue. - The standard tax-free refund process stays unchanged, so tourists still claim refunds at the airport as usual. What happened: - utu launched its Tourist Privilege programme at TimeVallée by Gübelin’s Lucerne boutique on June 15, 2026. - The programme applies to international tourists shopping at the boutique. - The privilege can be created from purchases made at TimeVallée by Gübelin or from tax-free shopping elsewhere in the city. The details: - The programme converts the value of a tourist’s tax-free refund into an upsized in-store privilege that can be redeemed immediately at the boutique. - utu does not handle or alter the standard refund process. - The privilege is separate from the refund process and sits entirely outside it. - utu says the structure creates additional spending power for tourists and incremental revenue for the boutique. - Ameer Jumabhoy, co-founder of utu, said: “International tourists are already committed to spending. utu gives retailers a way to make sure that commitment lands with them.” - Hanspeter Abegg, chief financial officer of Gübelin, said: “Our clients come to us for an experience that is considered and personal. utu adds something genuinely useful to that experience - without changing what makes it Gübelin.” Between the lines: - The launch shows how luxury travel retail is trying to capture more value from tourists without adding friction to the refund experience. - The pitch is less about changing how refunds work and more about redirecting some of that value into the store visit itself. - For Gübelin, the appeal is pairing a practical incentive with a premium customer experience. What’s next: - utu is likely to use the Lucerne launch as a reference point for additional luxury retail partnerships. - The programme’s traction will depend on whether tourists see the privilege as a meaningful enough reason to spend more before departure. - More information is available in utu’s announcement and Gübelin’s company site .