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The boutique celebrates a long-standing relationship between Vacheron Constantin and the US.
By Alex Martin | June 14 2021
Vacheron Constantin has opened its new North American flagship on 57th Street in New York. The two-story boutique occupies 4,500 square feet of prime retail space between Madison and Park Avenue, a tribute to the Swiss watchmaker’s long-standing special relationship with the city.
New York was a natural choice for a Vacheron Constantin flagship. The maison’s association with the city stretches back to 1831. That was the year Jacques Barthélémi Vacheron first stated his intention to expand his business into the US, which he achieved just a year later. Since then, Vacheron Constantin timepieces have been seen on the wrists of some of the city’s most iconic figures, including members of the Rockefeller family.
CEO Louis Ferla said: “The new Vacheron Constantin flagship in North America celebrates the relationship between our maison and America. Engaging with the creative spirit of America and its many diverse cultures, Vacheron Constantin is ready to make 28 E 57th Street its new North American home. This flagship exemplifies Vacheron Constantin’s dedication to excellence and our motto, ‘Do Better if Possible, and That is Always Possible’.”
The new Vacheron Constantin flagship will look right at home in this exclusive area of New York. Its shimmering glass facade is as elegant as the complete collection of timepieces it will display inside. As well as a full range of watches, the boutique also brings a host of client-first experiences to the city, including an in-house watchmaker, strap customization and a dedicated art space for rotating exhibitions.
Visitors will be immediately drawn to an eye-catching screen that offers an immersive tour of the watchmaker’s history within the US. Through an exclusive interactive tool called a “Chronogram”, visitors can delve into Vacheron Constantin’s exceptional body of archives that stretch back to 1755.
A dedicated area on the first floor will display historic timepieces from the Vacheron Constantin private heritage collection in Geneva, Les Collectionneurs. Previously only available at dedicated annual events, the rare assortment of meticulously restored 20th-century watches will be a permanent offering at the New York boutique.
The boutique’s sweeping staircase is animated with bronze vertical columns inspired by 19th-century architecture. On the second floor, visitors can interact with the boutique’s in-house watchmaker and visit the custom strap station where watches can be engraved and embossed. There is a VIP lounge and a family-friendly bar to encourage a relaxed ambiance for Vacheron Constantin’s valued clients.
The first-floor windows of the boutique’s first floor will be a dedicated exhibition area for American art. The first installation is a dream-like bronze city and includes a car and track installation inspired by the masterpiece, Metropolis II by American artist Chris Burden.
Vacheron Constantin, 28 East 57th Street, New York, NY 10022, vacheron-constantin.com