Time to Shine

Christian DeVerger | November 28, 2018 | Feature Features

Watches of Switzerland debuts its first U.S. location.
Black Bay Fifty-Eight on fabric strap, $3,250, by Tudor

A stalwart in the luxury watch world is making the leap across the pond with an innovative new location in Soho. Designed to capture the feel of a gentlemen’s club, Watches of Switzerland’s two-floor flagship is both a retailer and a resource. Guests can grab a drink in the lower-level Watches of Switzerland bar, created in collaboration with Death & Co, and those interested in taking a deep dive into the art and history of horology can peruse one of the largest watch-focused libraries in the country, curated by Watch Print. A collaboration with Aperture will provide rotating art to round out the decor. With an aim to become a community centerpiece, Watches of Switzerland has designed the first floor to transform into a hosting area for arts and culture events and will spotlight emerging brands every few months with pop-ups and trunk shows.


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