With its own in-house goldsmith, Koenig Design AG is the only local company with the ability to repair or adjust pieces of jewelry in the space of just a few hours. The father-and-son designed
jewelry is produced by third-party Swiss ateliers. However, the pair becomes increasingly interested in producing their own jewelry creations.
When it comes to aesthetics and craftsmanship, Ewald and Roger König know exactly what they want, and they often meet with incomprehension when working with external partners.
At the end of the 1990s, Ewald and Roger König decide to set up an additional goldsmith atelier. To gain more independence on the creative side, they decide to produce all their pieces of jewelry
in their own atelier. Things are also changing in St. Moritz, as new jewelry shops are opening on a regular basis.
As one of the town’s early jewelers, Ewald König believes in the importance of offering his customers a high level of exclusivity. They therefore decide to focus their attention on their own
designs and break away from the prestigious brands, which are now available from many other jewelers in town.
This decision is the key to Koenig Design AG’s success. They move their atelier to Celerina and employ several in-house goldsmiths and stone
For Ewald and Roger König, 100% Swiss Made is not just a slogan, it’s a mission. In 2000, they establish the brand ‘Koenig of St. Moritz’ and then in June 2013 open a second jewelry store at Zurich’s most prestigious address in Paradeplatz to join the St.
These days, Roger König works as the creative force at Koenig Design AG, while also running the family business to great success. He is
following their chosen path and has not looked back.
Roger König is sure to have a lot of surprises in store for the future.