Swatch Group Ltd. plans to build a drive-thru store for products under its namesake label, Bloomberg News reported May 23, citing CEO Nick Hayek during the company's annual general meeting.

Hayek reportedly said Swatch will establish the shop in the coming weeks beside its headquarters in Biel, Switzerland. It will package the items in burger boxes and brown paper bags, similar to fast-food chains.

The move comes at a time when Swiss watchmakers are trying to make the buying process more interesting since customers now opt to buy online rather than in physical stores, the report added.