Hung along the walls of each level, artwork from renowned photographers will be on display throughout the store and available for purchase. There will be a rotating exhibit of contemporary photographers (including Bill Armstrong, Eva-Fiore Kovacovsky and Richard Misrach), and all proceeds from artwork sold will benefit the artists and the non-profit arts foundation, Aperture.
Lower Level Library
The experience doesn’t end there — Watches of Switzerland knows how important vintage watches are to its clientele, so the company has brought in vintage watch dealer, Analog/Shift. Take your pick of vintage Rolex, Omega or Tag Heuer. Various pop-ups will also be held throughout the year to showcase independent watchmakers’ creations.
If one boutique isn’t enough, Watches of Switzerland is planning on adding another New York City store at Hudson Yards in March 2019; a flagship boutique at The Wynn in Las Vegas; and a boutique in New Jersey Meadowlands American Dream shopping complex.
The SoHo flagship will have a dedicated service and repair department, a watch-strap bar, specialized watch winders and storage units within the boutique. You can buy, customize and store your new (or vintage) watch — and a dram of whiskey while you’re in the process of choosing doesn’t hurt.
Watches of Switzerland, 60 Greene Street, New York, watches-of-switzerland.co.uk