Located between Madison and Park Avenue at 28 East 57th Street, the boutique features a glass façade and “a brass-toned design” in the shape of the brand’s Maltese Cross emblem.
Visitors entering the boutique will find themselves in a double floor height atrium where they can discover Vacheron’s application of crafts and techniques at a discovery table housing an assortment of Métiers d’art watches or learn the history of the brand in the US via an interactive digital experience on screen.
A first floor area will showcase Vacheron’s restoration capabilities while a VIP lounge and a family-friendly bar offers games and refreshments.
The boutique will also accommodate an in-house watchmaker, allow for strap customization, house the first ever permanent collection of Vacheron Constantin’s “Les Collectionneurs” vintage offering as well as feature rotating exhibition space.
The first such exhibition will feature Vacheron Constantin’s recently revealed American 21 Piece Unique, an exacting recreation of the iconic watch that celebrates its centenary this year, which will be joined by a selection of historic pieces from the brand’s archive.
Vacheron Constantin established its first agent in New York in 1832 meaning by the 20th Century the brand was already well established and prized by the likes of the Rockefellers, automobile maker James Ward Packard and later actors such as Marlon Brando and Elizabeth Taylor.
Elsewhere in watches, Patek Philippe drops a host of new high-end watches at exhibition in Geneva.