An exclusive launch party took place last Thursday to celebrate the inauguration of Watches of Switzerland’s swanky new SoHo location: 60 Greene Street.

In attendance was Brian Duffy (CEO of Watches of Switzerland), David Hurley (Executive VP of Watches of Switzerland), Thierry Stern (Patek Philippe President), Larry Pettinelli (Patek Philippe US President), Thierry Prissert (Breitling US President),  Russell Kelly (Tudor US President), and Francois-Xavier Hotier (Ulysse Nardin President).  

Watches of Switzerland : SoHo Flagship Store Opening
Nick Sullivan (Esquire Fashion Director), Brian Duffy (WOS CEO)

Watch brand executives and journalists were also in attendance, along with celebrities and influencers, some with their dogs, such as Liev Schreiber and his dog Woody, and Erica Pelosini who brought numerous dogs (pictured below).

Liev Schreiber Watches Of Switzerland SoHo Launch Party
Liev Schreiber attends the launch party at Watches of Switzerland on November 29, 2018 in New York City. (Photo by Dave Kotinsky/Getty Images for Watches of Switzerland SoHo Launch Party)

As part of WOS’s US advertising campaign, the UK-based company has focused on creatives that feature photographs of dogs. If you look closely (the new ad campaign is on the screens behind Liev Schreiber and Emily Ratajkowski, in their respective photos on this post), each dog has a sinister expression on its face, which we were told by Duffy was superimposed with photoshop. In honor of every dog that attended, Watches of Switzerland will be making a donation to Best Friends Animal Society in SoHo.

Watches Of Switzerland SoHo Launch Party
Erica Pelosini (C) attends the launch party at Watches of Switzerland on November 29, 2018 in New York City. (Photo by Dave Kotinsky/Getty Images for Watches of Switzerland SoHo Launch Party)

Made specifically for the occasion, Swiss watchmaker, Ulysse Nardin, created the Executive Skeleton Tourbillon “Greene Street” which features a hand-painted dial, tourbillon, and is a unique piece that will be available for sale at the Greene Street SoHo location only.

Ulysse Nardin Executive Skeleton Tourbillon Greene Street
Ulysse Nardin Executive Skeleton Tourbillon Greene Street

The watch dial motif was inspired by the cobblestone streets of SoHo, their iconic pattern recreated through a micro-painting technique that requires a paintbrush the width of a single eyelash.

Watches of Switzerland : SoHo Flagship Store Opening
Watches of Switzerland SoHo Launch Party Main Level

The new two-level loft-style boutique brings a unique luxury watch shopping experience to SoHo for the first time, with an impressive timepiece assortment including Patek Philippe, Rolex, Omega, Cartier, Breitling, IWC Schaffhausen, Jaeger LeCoultre, Hublot, Ulysse Nardin, Girard- Perregaux, TAG Heuer, Tudor, Grand Seiko, Bremont, and Longines.

Emily Ratajkowski Watches Of Switzerland SoHo Launch Party
Emily Ratajkowski attends the launch party at Watches of Switzerland on November 29, 2018 in New York City. (Photo by Dave Kotinsky/Getty Images for Watches of Switzerland SoHo Launch Party)

Learn more about Watches of Switzerland 60 Greene Street in SoHo.

Watches of Switzerland : SoHo Flagship Store Opening
Lower level, featuring Death & Co run craft cocktail bar
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Jason Pitsch
Posted by:Jason Pitsch

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