© Monocle / Photography: Samuel Zeller

Affluent, cultured, and well-organised, Zurich easily ticks a lot of boxes to qualify for Monocle‘s shortlist of preferred cities. In fact, the discerning lifestyle magazine has had a longtime link with the Swiss financial powerhouse through Winkreative – an affiliated creative agency which has an office here – but earlier this year it set up a European HQ of its own here. Situated in Seefeld, a leafy neighbourhood on the banks of Lake Zurich, the new office now comes with facilities on the premises that’ll indulge its discerning following on more than one level.

We’re talking the launch of a Monocle shop, stocked with a hand-picked selection of national and international magazines and newspapers, as well as the full Monocle collection of travel guides, books, fragrances, bags, accessories and apparel pieces. Special releases include a Monocle x Zürich tote bag, a new special range devised with the Japanese stationery specialist Delfonics, and custom-branded T-shirts. Embedded in the retail space is a café section where shoppers can sit back, sip a cup of miró coffee while swooning over their latest purchase.

The black liquid is served with freshly baked croissants from micro bakery Seri, and when dropping by a little later in the day, the offerings expand to sandwiches, salads and cakes, and even perfectly served wines and apéritifs in the evening. And that’s not all. As Monocle is synonymous to a steep degree of male style-consciousness, it has brought along Trunk Clothiers, another affiliated venture which initially opened up shop eight years ago in London‘s Marylebone neighbourhood, and which now also has an outpost on Swiss turf. Location: Dufourstrasse 90 (Seefeld).

© Monocle / Photography: Samuel Zeller