Guillaume Bichet x The Swiss Collector: A Gourmet and Precious King Cake

Each year at the beginning of January, the King Cake marks one of the warmest moments of the extended festive season. A convivial and indulgent tradition that The Swiss Collector has chosen to celebrate differently in 2026, through an exclusive collaboration with Maison Guillaume Bichet.

Founded 15 years ago in Coppet, Maison Guillaume Bichet now embodies artisanal excellence in pastry-making and chocolate craftsmanship in French-speaking Switzerland. Renowned for its exacting craftsmanship and expertise, the House combines tradition with creativity.
Each year, for Epiphany, its king cake captivate with their crisp, flaky pastry and are filled with a generous, perfectly balanced frangipane cream. On top, finely toasted and caramelised almonds adorn this emblematic dessert with an even more indulgent touch. A creation that has become a must for celebrating the festive season with elegance.

For its part, The Swiss Collector, a maison specialising in luxury watchmaking and fine jewellery, has been promoting the buying and reselling of prestigious watches and jewellery since 2004, particularly in Geneva. Supported by a network of physical boutiques and an online catalogue, the House highlights authenticity and sustainability through pieces that are meticulously inspected.

On the occasion of Epiphany 2026, the ties between the two maisons grow even closer. We have imagined a unique experience combining indulgence and jewellery. From 2 January (and until 10 January 2026), eight silver tokens will be hidden inside the King Cakes offered for sale in Guillaume Bichet boutiques.

The lucky winners will then be invited to visit the nearest The Swiss Collector boutique to exchange their silver token for an 18-carat gold token, set with a 0.10-carat Top Wesselton diamond. A true jewellery creation, valued at CHF 2,490, designed as a precious object to be cherished and passed on.

Because some traditions deserve to last far beyond the moment, we also offer, upon request, the transformation of the “Amande Princesse” token into a pendant, crafted within our workshops. A unique way to bring the magic of Epiphany into everyday life, in the form of a meaningful piece of jewellery.

With this Guillaume Bichet x The Swiss Collector collaboration, the King Cake becomes far more than a gourmet ritual: an elegant and rare experience, at the crossroads of pastry tradition and high jewellery.

So, who will be Queen or King this year?