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.
To capture a slice of history, guests can browse a selection of vintage models, offered in partnership with specialists at Analog Shift. For a newer sensibility, Watches of Switzerland’s recent acquirement and rebrand of Mayors ensures a plethora of styles with the millennial in mind. Traditional icons are also available, from Rolex to Patek Philippe, ensuring that Watches of Switzerland’s first foray into the American market offers something for every lover of opulent timepieces. 60 Greene St.