By Ashley Davis
For Watches of Switzerland second store location in the U.S. and its flagship, it’s created a retail experience replete with library and cocktail bar.
New York—Watches of Switzerland, the U.K. luxury timepiece seller, has opened its second U.S. retail location, meant to be its stateside flagship.

Located in New York City’s SoHo neighborhood in downtown Manhattan, a top shopping area, the new 8,000-square-foot boutique at 60 Greene Street carries brands like Patek Philippe, Rolex, Omega, Cartier and other luxury watch labels.  

Opened this week, the store is part of the Watches of Switzerland Group’s push into the U.S. The company, formerly known as Aurum Holdings, is the U.K.’s largest seller of the aforementioned watch brands, as well as TAG Heuer and Breitling. It also operates U.K. jewelers Goldsmiths and Mappin & Webb, the latter of which is goldsmith and silversmith to Queen Elizabeth II.  

Last year, the company acquired U.S. retail chain Mayors Jewelers from Birks Group and set up its first U.S. Watches of Switzerland store at the Wynn Las Vegas, which moved this week to the Wynn Esplanade.

The New York City flagship is designed to be—that most popular of today’s retail buzzwords—experiential.

The two-story space features a bar created in partnership with famed New York City cocktail lounge Death & Co., where drinks crafted specifically for the space will be served by Death & Co. bartenders.

Esquire magazine Fashion Director Nick Sullivan has curated a library and bookshop for the store, features tomes not only on luxury watches, but also on automobiles and yachts.

The location also will serve as an art gallery, hosting a rotating exhibition of contemporary photography curated by nonprofit Aperture, with all works for sale.

Rounding out the multilayered retail approach will be special timepiece pop-ups, held every few months and showcasing emerging brands. Vintage watch dealers Analog/Shift will also present an ongoing selection of rare and special vintage pieces.

Brian Duffy, CEO of Watches of Switzerland Group, noted in a statement from the company, “Our Watches of Switzerland SoHo flagship is a special achievement for us on many levels. From our choice of location, to the design and architectural detailing in the store, to our exceptional products, partners and the talented team we’ve assembled—all come together to make this an experience unlike any other in the watch industry today.”

Watches of Switzerland doesn’t plan to slow down its stateside expansion. In March 2019 it will open a store in Manhattan’s Hudson Yards highly-anticipated shopping development and the company also said it will set up shop at New Jersey’s to-be-completed American Dream shopping complex.

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