Oris has debuted a creative pop-up, a mobile Airstream trailer, for its first U.S. retail concept.
New York—Independent Swiss watchmaker Oris is indulging in some Americana this summer.

For its first U.S. retail concept, the company decided to create a pop-up shop in a vintage Airstream trailer that will drive across the country.

“We felt the hint of nostalgia associated with a vintage Airstream would make it a great canvas to showcase our brand’s rich mechanical watchmaking heritage while also touting its innovative, forward-thinking designs,” explained Oris North America CEO VJ Geronimo. “We are very excited to start activating with this unique mobile pop-up experience.”

Officially launched this month at the BRIC Celebrate Brooklyn, which features free performances and events all summer in Prospect Park, the Airstream will eventually make its way to Newport Beach, California, for the Newport International Boat show in mid-September.

New and existing collections are available for sale and pre-order in the Oris Airstream, including popular styles introduced in recent years like the Divers Sixty-Five, the Big Crown ProPilot and a series of timepieces that are powered by calipers developed in-house.

Besides watch displays, the Airstream also features a bar and seating area.

Speaking about the benefits of operating a mobile pop-up, Geronimo commented, “The Airstream will allow us to have a unique presence at a variety of different lifestyle and community-based events consistent with our brand values.”

Founded in 1904, Oris calls itself “one of the few remaining independent Swiss watch brands” and exclusively produces mechanical timepieces.

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