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The Ultimate Caribbean Vacation Tradition 


Photography by Jessica Lane

Nothing completes a Caribbean vacation like a souvenir to reveal to family and friends a memento of that fantastic tropical excursion. Over the years, many visitors from around the globe have adopted this expression, represented in purchase of duty-free jewellery and/or watches.

Little Switzerland—founded over 60 years ago—is most aware of this tradition being a lead caterer of these luxury possessions.

With 32 stores throughout the Caribbean and 14 in the Virgin Islands alone, Little Switzerland’s variety of branded goods with prices suited to a range of customers, has heralded the retailer as the established provider of finer indulgences.


New Luxury Items Everyone Will Want

Two recent pieces to join the Little Switzerland line, drawing widespread attention are the TAG Heuer timepiece and the Diamond Avance ring.

The timepiece is a limited edition that was created exclusively for Little Switzerland. It features a beautiful dark blue dial with gold inscriptions of the Caribbean islands. Available in the men’s and women’s range, TAG Heuer is one of the finest Swiss Watch brands since 1860. This piece qualifies customers for 12 months of interest free financing if they choose to open the Little Switzerland free VIP client card.


The timepiece is a rarity because it’s truly a one-of-a-kind collector’s edition. Once Little Switzerland’s stock expires, they will not be receiving anymore. Falling in the Aquaracer collection, these watches pay tribute to the brand’s expertise in reliable watchmaking. Able to resist under the most extreme sailing conditions, this watch features essential TAG Heuer characteristics:

  • Water resistant to 500 meters
  • Ceramic bezel (ceramics is four times more resistant to scratches than steel and 25% lighter)
  • Screw in crown (guarantee of a perfect water-resistance)
  • Highly readable luminescent hands and markers
  • Sapphire crystal (recognised for its sturdiness and scratch-resistance)

The Diamond Avance ring—also created for Little Switzerland—is a stunning statement of love in 3.00 ctw in diamonds set in 18kt white gold. Its shimmering brilliance offers a unique appearance and qualifies customers for 18 months of interest free financing if they opt for the free VIP client card.


The Avance brand is exclusive to Little Switzerland and each piece is backed by a lifetime warranty that embodies the vision of the store, promoting an eternal support of their customers.

Standing behind their products and prices, they are united under the prestigious Luxury Jewellers Alliance, which gives their guests the peace of mind that they are receiving the best price from an authorised retailer, reinforced by experience and the epitome of customer service.

Presenting an additional two-year watch warranty on all timepieces, this is an immense saving with no other retailer able to match this generous offer. A state of the art watchmaking facility in their St. Thomas location for servicing any timepieces they sell is further testimony of the after-care that distinguishes the store.


Many guests that have shopped at Little Switzerland, return each year to buy new pieces. With a family based ethos, the retailer treats their customers with this bond whether new or familiar. Their main direction is to make sure each guest creates lifetime memories with their profound purchase accompanying the knowledge that their procurement will be treasured for years to come.

Why has Little Switzerland become a part of the Caribbean Vacation Experience?

Whether it’s a day off a cruise liner, a yachtie’s sail onto land, or a resort vacationer’s shopping desire, Little Switzerland is set on the holiday-maker itinerary. When speaking to Madalyn Tavares—a representative of the retailer—she clarified the reason why a variety of customers take time to shop at the store during their Virgin Islands trip.

“When I worked on the floor at our Flagship Little Switzerland store in St. Thomas, I fondly remember an older couple coming in to purchase some jewellery for their three granddaughters,” she said of one of many detailed moments. “They wanted something special, but not too expensive. I spent about two hours with them, walking about the store and letting them touch and feel different pieces, so that they could find something just right,” Madalyn continued.


“When they found the items they wanted, I couldn’t help but hold back tears as I saw the light of happiness in their eyes. I could see their excitement as they knew their beautiful granddaughters would cherish this gift forever. That is what our business is about. These are items that we want and give to one another to show love and affection. We are in the business of making memories and smiles for a lifetime,” she said, elaborating that a holiday is an ideal time to treat one’s self or loved ones.

With such principles about luxury retail, Little Switzerland are thorough in confirming that customers are ecstatic with their purchases, departing the Virgin Islands with a life-changing prize that they will value evermore.

Grab a copy of the printed magazine and present this article at our BVI Tortola, Road Town Little Switzerland Store to receive a FREE Caribbean Pendant


Erin Paviour-Smith

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