Vacheron Constantin has a new location for its New York City flagship watch boutique — between Park and Madison Avenues on 57th Street.
The Richemont-owned Swiss watchmaker has outgrown its existing two-level 900 square foot boutique on 64th and Madison Avenue, which they’ve called home since 2011. The new boutique, which was announced in February 2020, has much more presence and scale to it with a wider all-glass facade, taller ceilings, and literally five times more space at 4,500 square feet.
The new store is situated on Billionaire’s Row — which is located two blocks south of Central at 28 East 57th Street — a shopping destination (like Fifth Avenue) that’s lined with luxurious storefronts at the street level, below all the luxury residential and office towers. Audemars Piguet, Jacob & Co, and Richard Mille already have flagships on 57th Street, and now Vacheron Constantin offers one more good reason to visit.
Vacheron Constantin currently operates six other boutiques in North America, located in Beverly Hills, Miami, Las Vegas, Costa Mesa, Vancouver, and Toronto — but the New York City store is the true flagship.
Visitors will first see the glass facade which is emblazoned with a brass-toned design in the shape of the company’s emblem — the Maltese Cross. Upon entering, you are greeted by an opulent two-floor atrium, with a matching blue straw marquetry wall — that mimics the Maltese Cross design from the facade — in view.
The second floor boasts an expansive watchmaking bench intended to encourage interaction with an in-house watchmaker as well as a custom strap station presenting both engraving and embossing customization options. Adjacent to this is a VIP Lounge with a family-friendly bar that offers games and refreshments.
As is common in luxury retail nowadays, a large screen is used to present videos of the brand’s history, as well as custom messaging during parties and special events. A circular staircase, with bronze vertical columns, inspired by 19th-century architecture, is perhaps the best feature of the new boutique — apart from the timepieces. This flagship store selection will surpass most other Vacheron Constantin locations worldwide, with all or virtually all of the timepieces in the current catalog on display, as well timepieces from the Les Collectionneurs (vintage), Métiers d’art, and Les Cabinotiers collections (on a rotating basis), and the American 1921 Pièce Unique re-creation timepiece that will be presented for the occasion of the Grand Opening.
During the opening, as a homage to American art, display windows on 57th Street and the boutique’s first-floor exhibition area will be fully encompassed by a dream-like bronze city including a car and track installation inspired by the masterpiece, Metropolis II (2010), by American artist Chris Burden (1946-2015).
