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.