Privacy policy

Last updated: 31 October 2026

This Privacy Policy applies to the processing of personal data by Andermatt Swiss Watches AG, Gotthardstrasse 4, 6490 Andermatt, Switzerland (“ASW”, “we”, “us” or “our”), in connection with our website andermattswisswatches.ch (the “Website”), our online store and the services offered through them.

We recognise the importance of privacy and transparency when processing personal data.

This Privacy Policy explains:

what personal data we collect;
how and why we process personal data;
which third parties may receive personal data;
how long we retain personal data;
when personal data may be transferred abroad;
how cookies and similar technologies are used;
which rights you may exercise in relation to your personal data.

We process personal data in accordance with applicable data protection law, in particular the Swiss Federal Act on Data Protection (FADP) and, where applicable, the EU General Data Protection Regulation (GDPR).

1. Who is responsible for your personal data?

The controller responsible for the processing described in this Privacy Policy is:

Andermatt Swiss Watches AG
Gotthardstrasse 4
6490 Andermatt
Switzerland

Company registration number: CHE-360.790.258
Email: sales@andermattsw.ch
Telephone: +41 41 888 79 22

2. How we collect personal data

2.1 Information you provide to us

We collect personal data that you provide when you:

place or attempt to place an order;
create or use a customer account;
contact us by email, telephone, chat or contact form;
request information about a product;
request a trade-in, warranty service or other customer service;
apply for financing;
otherwise interact with us.

Depending on the service requested, this may include:

first and last name;
billing and shipping address;
email address;
telephone number;
customer account information;
order and transaction details;
products purchased or requested;
correspondence with us;
information necessary in connection with a financing application.

Some information is necessary in order for us to provide the requested service. If required information is not provided, we may not be able to process an order, deliver a product, respond to a request or provide another requested service.

2.2 Information collected automatically

When you use the Website, we and our service providers may automatically collect technical and usage information, including:

IP address;
browser and device type;
operating system;
language and time zone;
approximate location derived from technical information;
pages and products viewed;
referring website or advertising campaign;
searches performed;
links and buttons clicked;
shopping-cart and checkout activity;
information about how you interact with the Website.

This information may be collected through cookies, pixels, tags, server-side events and similar technologies.

3. How and on what basis we process personal data

We process personal data only where we have a legitimate reason to do so.

Depending on the circumstances, processing may be necessary:

to enter into or perform a contract with you;
to take steps at your request before entering into a contract;
to comply with legal or regulatory obligations;
for our legitimate business interests or those of a third party, provided that applicable law permits such processing;
on the basis of your consent where consent is required.

Our legitimate interests may include operating and protecting our business and Website, preventing fraud, providing effective customer service, improving our products and services, analysing business performance and conducting lawful marketing activities.

Where we rely on your consent, you may withdraw that consent at any time with effect for the future.

4. Purposes for which we process personal data

4.1 Product orders, payments and delivery

When you place or attempt to place an order, we process information necessary to:

identify you;
process your order;
process and confirm payment;
arrange shipping and delivery;
provide invoices and order confirmations;
communicate with you regarding your order;
administer discounts where applicable;
provide warranty and after-sales support;
process returns where applicable;
detect or prevent fraud and misuse.

Payment transactions are processed through payment providers made available through our checkout.

Our store currently supports payment methods that may include Shopify Payments, payment cards such as Visa, Mastercard, American Express and UnionPay, digital wallets such as Apple Pay and Google Pay, and supported cryptocurrency payment methods such as USDC.

Sensitive payment credentials are generally entered directly into systems operated by the relevant payment provider. We do not generally receive or store complete card numbers or other complete payment credentials.

Payment providers may process personal data independently in accordance with their own privacy policies and legal obligations.

Retention

Completed order, invoice, transaction and accounting records are generally retained for 10 years where required by Swiss accounting and tax law.

Other information relating to an order may be retained for as long as reasonably necessary for warranty administration, customer service, fraud prevention, dispute resolution and the establishment, exercise or defence of legal claims.

4.2 Applications for 0% financing with HeyLight

Eligible customers may apply for financing through HeyLight AG, Seefeldstrasse 18, 8008 Zurich, Switzerland.

If you choose HeyLight as your payment method, information required for the financing process may be provided to HeyLight.

This may include:

identity and contact information;
order information;
purchase price;
financing amount;
selected financing term and instalment arrangement;
other information required by HeyLight to process the financing application.

HeyLight processes financing applications under its own responsibility and in accordance with its own privacy policy and legal obligations.

HeyLight may perform:

identity checks;
fraud and compliance checks;
risk assessments;
creditworthiness and affordability assessments;
profiling;
automated individual decision-making.

Depending on the financing product, HeyLight may obtain information from credit and business information providers and other authorised sources, which may include CRIF, Intrum, LexisNexis, the Swiss Central Office for Credit Information (ZEK) and the Information Office for Consumer Credit (IKO).

The decision whether financing is offered, and whether a financing application is accepted or rejected, is made by HeyLight and not by Andermatt Swiss Watches AG.

ASW does not determine HeyLight's credit decision and may not have access to the detailed reasons for a rejection.

If you have questions concerning a creditworthiness assessment or financing decision, you should contact HeyLight directly.

4.3 Customer service, enquiries, forms and correspondence

You may contact us by email, telephone, contact form, Shopify messaging, chat or other communication channels made available through the Website.

We process the information you provide in order to:

answer your enquiry;
provide product information;
assist with an order;
provide customer support;
administer warranty or after-sales matters;
handle trade-in enquiries;
otherwise provide the service requested.

Information relating to an existing or potential order may be retained together with the relevant order records.

Other correspondence is retained only for as long as reasonably necessary for the relevant request, customer relationship, legal requirements or potential legal claims.

Shopify or other providers supporting our communication tools may also process information submitted through these services.

4.4 Transactional and service communications

We use Shopify to send transactional and service-related communications.

These communications may include:

order confirmations;
payment-related notifications;
shipping and delivery updates;
customer account notifications;
warranty-related communications;
financing-related service communications;
other messages necessary to provide a service requested by you.

These communications are not marketing messages and may be sent where necessary to perform a contract, provide a requested service or comply with legal obligations.

If we introduce marketing email campaigns or newsletters in the future, we will process personal data for those purposes only where permitted by applicable law and, where required, on the basis of consent.

4.5 Advertising, Google and Meta

We use advertising and measurement technologies provided through Shopify integrations with Google & YouTube and Facebook & Instagram / Meta.

Our current Shopify setup uses both web-based and server-side event functionality for these services.

Depending on your privacy choices and applicable law, data concerning interactions with the Website may be processed for purposes including:

measuring advertising effectiveness;
conversion measurement;
campaign attribution;
analytics;
audience measurement;
understanding how customers reach and use our Website;
improving advertising performance;
providing advertising that may be more relevant to users.

Information processed may include technical identifiers, browser or device information, Website interactions, pages or products viewed, purchase or conversion events and campaign-related information.

Where consent is required, advertising and other non-essential tracking technologies are activated only in accordance with your privacy choices.

You can manage these choices through the cookie and privacy controls available on the Website.

4.6 Shopify and Shopify Network Intelligence

Our Website and online store are hosted and operated using Shopify.

Shopify processes personal data in connection with services including:

hosting the Website;
ecommerce functionality;
checkout;
customer accounts;
shopping-cart functionality;
security and fraud prevention;
payments;
analytics;
customer interactions.

We currently have Shopify Network Intelligence enabled.

When Network Intelligence is enabled, Shopify may process information concerning customer interactions with our store together with information from interactions with Shopify and other Shopify merchants in order to provide enhanced services.

Depending on the applicable services and your privacy choices, this processing may be used to:

personalise shopping experiences;
improve Shopify products and services;
improve fraud prevention;
measure and improve advertising;
improve advertising targeting and personalisation;
better understand customer interactions with Shopify and participating merchants.

No other Shopify merchant is given direct access to our customer data through Network Intelligence.

Where required by law, processing for advertising and other non-essential purposes is subject to your consent.

You can also exercise certain privacy rights relating directly to Shopify processing through Shopify's Privacy Portal.

4.7 Internal analytics and improvement of our services

We may analyse information concerning Website activity, customer interactions, orders and product interest in order to:

understand how the Website is used;
improve Website functionality;
identify technical problems;
improve product presentation and customer service;
measure business performance;
understand general customer preferences and trends.

Where possible and appropriate, data used for statistical purposes may be aggregated or anonymised.

4.8 Fraud prevention, security and legal compliance

We may process personal data in order to:

protect customers and our business;
prevent fraudulent transactions;
detect misuse of the Website;
secure our systems and accounts;
comply with accounting and tax requirements;
comply with lawful requests from authorities;
comply with court orders or regulatory requirements;
establish, exercise or defend legal claims.

5. When we disclose personal data to third parties

We may disclose personal data where necessary to operate the Website, fulfil orders, provide requested services or comply with legal obligations.

Recipients may include:

Shopify and its service providers;
payment processors and payment networks;
HeyLight where financing is selected;
shipping, courier and logistics providers;
Google and its group companies;
Meta and its group companies;
IT, hosting and cybersecurity providers;
fraud-prevention and risk-management providers;
analytics and advertising providers;
customer-service and communication providers;
professional advisers, accountants, auditors and insurers;
courts, regulators, law-enforcement authorities or other public authorities where required or permitted by law.

We provide third parties only with information reasonably necessary for the relevant purpose.

Some recipients process personal data on our behalf. Others, such as payment providers, financing providers or advertising platforms, may process certain information as independent controllers under their own privacy policies.

We may also disclose personal data where reasonably necessary in connection with a merger, acquisition, restructuring, sale of assets or similar corporate transaction, subject to applicable law.

6. International transfers of personal data

Our company is based in Switzerland and uses service providers that operate internationally.

Personal data may therefore be processed in:

Switzerland;
the European Union or European Economic Area;
the United Kingdom;
the United States;
Canada;
other countries in which our service providers or their subprocessors operate.

Our Shopify data storage location is currently configured for the European Union, although Shopify and its subprocessors may process data internationally in connection with providing their services.

Where personal data is transferred to a country that is not recognised as providing an adequate level of protection, appropriate safeguards are used where required by applicable law.

These safeguards may include recognised standard contractual clauses, contractual data-protection provisions or other legally permitted transfer mechanisms.

You may contact us if you would like further information about applicable international transfer safeguards.

7. Retention of personal data

We do not retain personal data for longer than reasonably necessary for the purpose for which it was collected, subject to statutory retention obligations and legitimate legal requirements.

Retention periods depend on the category of information.

In particular:

completed orders, invoices and accounting records are generally retained for 10 years where required under Swiss accounting and tax law;
information relating to warranties, disputes or legal claims may be retained for the period necessary to administer the matter and applicable limitation periods;
customer correspondence is retained for as long as necessary for the relevant request or customer relationship;
cookie and advertising identifiers are retained according to the applicable settings and retention periods of the relevant technology or provider;
data processed independently by payment or financing providers is retained according to their own legal obligations and privacy policies.

Where information is no longer necessary and there is no legal or legitimate reason to retain it, we delete or anonymise it in accordance with applicable law and our technical capabilities.

8. Cookies and similar technologies

We use cookies and similar technologies in connection with the Website.

For the purposes of this Privacy Policy, these technologies may include:

browser cookies;
pixels;
tags;
local storage;
advertising identifiers;
server-side events;
similar technologies.

8.1 Essential technologies

Some technologies are required for the Website to function correctly.

They may be used for purposes such as:

maintaining a shopping cart;
checkout functionality;
customer authentication;
remembering essential preferences;
security;
fraud prevention;
maintaining Website sessions.

These technologies cannot reasonably be disabled without affecting important Website functions.

8.2 Functional technologies

Functional technologies may remember preferences and improve Website functionality and usability.

8.3 Analytics technologies

Analytics technologies help us understand how visitors interact with the Website and allow us to measure Website and service performance.

8.4 Marketing and advertising technologies

Marketing technologies may be used to:

measure advertising campaigns;
attribute conversions;
understand advertising performance;
create or measure audiences;
provide more relevant advertising where permitted.

These technologies may involve Shopify, Google, Meta and their respective service providers.

8.5 Your cookie choices

We use Shopify's customer privacy and cookie consent tools.

Our cookie banner is currently enabled for Switzerland and relevant European markets.

Depending on your location, the Website allows you to:

accept non-essential technologies;
decline non-essential technologies;
manage individual privacy preferences.

Where consent is legally required, non-essential technologies are not used for the relevant purposes unless you have provided the required consent.

You may change or withdraw your preferences through the privacy or cookie controls available on the Website.

Withdrawal of consent does not affect the lawfulness of processing performed before withdrawal.

Browser settings may also allow you to block or delete cookies, although doing so may affect Website functionality.

9. Your rights

Your rights depend on the applicable data protection law and the circumstances of the processing.

9.1 Rights under Swiss data protection law

Under the Swiss FADP, you may have the right to:

ask whether we process personal data relating to you;
obtain information about that processing;
obtain access to personal data;
request correction of inaccurate data;
request deletion or destruction where permitted;
object to certain processing;
request delivery or transmission of certain personal data where the legal requirements are satisfied;
exercise other rights provided by applicable Swiss data protection law.

9.2 Additional rights where the GDPR applies

Where the GDPR applies to our processing of your personal data, you may also have the right to:

obtain access to your personal data;
request rectification;
request erasure of your personal data (“right to be forgotten”);
request restriction of processing;
object to processing based on legitimate interests;
object at any time to direct marketing;
receive certain personal data in a structured, commonly used and machine-readable format;
request transmission of qualifying data to another controller;
withdraw consent at any time where processing is based on consent;
lodge a complaint with a competent supervisory authority.

These rights are not absolute.

We may be permitted or required to continue processing certain information, for example where necessary to:

comply with a legal obligation;
complete or document a transaction;
protect another person's rights;
prevent fraud;
establish, exercise or defend legal claims.

We may request reasonable information to verify your identity before responding to a request.

To exercise any of these rights, including a request for deletion or erasure of your personal data, please contact us at sales@andermattsw.ch.

9.3 Shopify privacy rights

Because we use Shopify and Shopify Network Intelligence, Shopify also provides mechanisms through which customers may exercise certain rights relating directly to processing carried out by Shopify.

These may include:

withdrawing consent;
objecting to certain processing;
requesting access or deletion;
opting out of certain advertising-related uses.

You can access Shopify's Privacy Portal to review and exercise these options.

10. Automated individual decisions

Andermatt Swiss Watches AG does not generally make decisions producing legal or similarly significant effects concerning customers solely through automated processing.

However, independent service providers may use automated decision-making in connection with their services.

In particular, HeyLight may use profiling and automated individual decision-making when assessing financing applications, including decisions concerning eligibility, financing conditions and whether an application is accepted or rejected.

These decisions are made by HeyLight under its own responsibility.

11. Data security

We use appropriate technical and organisational measures designed to protect personal data against:

accidental or unlawful destruction;
loss;
alteration;
unauthorised disclosure;
unauthorised access.

We also use service providers that maintain their own security measures.

However, no electronic transmission or storage system can be guaranteed to be completely secure.

12. Children

The Website and our services are not directed at children.

We do not knowingly seek to use children's personal data for marketing purposes.

Financing is available only to persons who satisfy the age and eligibility requirements imposed by the financing provider and applicable law.

13. Third-party websites and services

The Website may contain links to websites, platforms or services operated independently by third parties.

If you use an independent third-party service, that third party's privacy policy applies to its processing of personal data.

We are not responsible for the privacy practices of independent third parties.

We recommend reviewing the relevant privacy information before providing personal data to such services.

14. Complaints

If you have concerns regarding our processing of your personal data, we encourage you to contact us first so that we can review the matter.

In Switzerland, you may also contact the:

Federal Data Protection and Information Commissioner (FDPIC)

Where the GDPR applies, you may also have the right to lodge a complaint with the competent data protection supervisory authority in the country of your habitual residence, place of work or the place where the alleged infringement occurred.

15. Changes to this Privacy Policy

We may amend this Privacy Policy from time to time to reflect changes in:

our business practices;
the Website;
our service providers;
technologies we use;
applicable law and regulatory requirements.

The current version will be published on the Website together with its latest update date.

Where appropriate, we may provide additional notice of significant changes.

16. Contact us

If you have questions concerning this Privacy Policy, our processing of personal data or wish to exercise a data protection right, please contact: