Watches of Switzerland, a major UK watch dealer, opened its flagship American store in Soho, New York last month. The store offers Rolex, Patek Philippe, Breitling, IWC, Cartier, Hublot, Jaeger-LeCoultre, Girard-Perregaux, and Ulysse Nardin.
However, Watches of Switzerland is no ordinary store. The Soho store stretches over 80,000 square feet and includes 2 floors. The entrance level is divided into sections by watch brand so that if you know what brand you want, you can go directly to that section of the store.
The bottom floor has a relaxing and enjoyable ambience. There is a cocktail bar which is hosted by the famous cocktail lounge Death & Co. You can also browse the bookshop and library with its biographies and coffee table books. In addition, famous artists’ works are displayed on the walls and if you see something that you like you can buy it and make it your own.
Watches of Switzerland understands that an upscale store is going to attract upscale