Walking around in Zermatt.
Came to the conclusion there are only three types of stores in Zermatt... sporting goods, swiss watches, and swiss knives. Here are a couple watches in the $22,000 - $25,000 price range.
On our third and last day in Zermatt we wanted to do a day hike out to the small village of Zmutt (where it is said that some residence consider Zermatt "the big city" and have never been there).