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Watches of Switzerland Opens Flagship Store in Soho

29th November 2018 // By Emma Reynolds

The UK’s largest luxury watch retailer, Watches of Switzerland, has planted roots in the US with a flagship boutique in New York City’s SoHo neighborhood. The 8,0000-sq-ft retail space will carry an impressive roster of watches, including Patek Philippe, Rolex, Cartier, Breitling, IWC, Jaeger-LeCoultre, Girard-Perregaux, Ulysse Nardin and Hublot (among others).

There’s something for everyone at this open-plan boutique — its 25-ft ceilings, ornate columns, white exposed brick walls and wood flooring offer a comfortable shopping experience — but you’ll also find a cocktail bar, rotating gallery of artwork and library. On the main floor, each brand has its own space, so if it’s a certain brand you’re looking for, you’ll know exactly where to find it.

The MNA-designed lower-level cocktail bar awaits shoppers who fancy a mid-day shopping reprieve — sip on an artisanal cocktail from renowned NYC cocktail lounge, Death & Co, curated exclusively for Watches of Switzerland. Those who prefer a quieter break should take to the library/bookshop, where you’ll find biographies and luxe coffee tables books.

Hung along the walls of each level, artwork from renowned photographers will be on display throughout the store and available for purchase. There will be a rotating exhibit of contemporary photographers (including Bill Armstrong, Eva-Fiore Kovacovsky and Richard Misrach), and all proceeds from artwork sold will benefit the artists and the non-profit arts foundation, Aperture.

Lower Level Library

The experience doesn’t end there — Watches of Switzerland knows how important vintage watches are to its clientele, so the company has brought in vintage watch dealer, Analog/Shift. Take your pick of vintage Rolex, Omega or Tag Heuer. Various pop-ups will also be held throughout the year to showcase independent watchmakers’ creations.

If one boutique isn’t enough, Watches of Switzerland is planning on adding another New York City store at Hudson Yards in March 2019; a flagship boutique at The Wynn in Las Vegas; and a boutique in New Jersey Meadowlands American Dream shopping complex.

The SoHo flagship will have a dedicated service and repair department, a watch-strap bar, specialized watch winders and storage units within the boutique. You can buy, customize and store your new (or vintage) watch — and a dram of whiskey while you’re in the process of choosing doesn’t hurt.

Watches of Switzerland, 60 Greene Street, New York, watches-of-switzerland.co.uk