Watches of Switzerland opens New York flagship

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Watches of Switzerland

Watches of Switzerland has wasted no time in chasing its US expansion ambitions with the opening of two stores across the pond – one of which is a flagship in New York.

The two stores for the UK-headquartered retailer opened simultaneously over the final weekend of November.

The first is The Wynn in Las Vegas, while the other, the flagship, is in New York’s SoHo district.

The stores are in addition to the four other showrooms that Watches of Switzerland operates in the US, although they are dedicated Rolex, Breitling and Omega boutiques as opposed to the usual all-brands standalone store for the retailer.

The New York flagship is located at 60 Greene Street and covers two floors and 8000sq ft.

The store is home to a collection of timepieces from long-standing Watches of Switzerland brand partners – such as Patek Philippe, Rolex, Omega, Cartier, Breitling, Hublot, Tag Heuer and Longines – along with vintage timepieces, an inhouse cocktail bar, a curated library of collectable watch books and an evolving collection of photographic artwork.

A dedicated service and repairs consultation area also provides direct access to Watches of Switzerland’s team of expert watchmakers.

“Our Watches of Switzerland SoHo flagship is a special achievement for us on many levels,” said Brian Duffy, the chief executive of Watches of Switzerland’s parent company Aurum Holdings.

“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.

“This is an important first step in what promises to be an exciting journey as we expand into the US market.”

The new stores in the US comes amid reports that Aurum Holdings, which also owns Goldsmiths, is gearing up for a public listing on the London stock exchange in sometime this year.

Aurum Holdings overtook Signet Jewelers to become the biggest watch and jewellery retail group in the UK in 2016.

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