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Luxury watchmaker opens interactive store on East 57th

Vacheron Constantin, the luxury Swiss watchmaker, has opened a new North American Flagship at 28 East 57th Street.

Parent company Richemont signed the lease just ahead of the pandemic. CBRE’s Amira Yunis, Anthony Stanford and Elliot Ferris represented the landlord, a family partnership.

The selection of New York for the location of Vacheron Constantin’s North American Flagship carries powerful symbolism for the Maison. In 1831, Jacques Barthélémi Vacheron wrote a letter stating his intent to expand business to the United States, and in 1832 the company established its first agent in New York.

By the twentieth century, Vacheron Constantin timepieces could be found on the wrists of eminent Americans from members of the Rockefeller family, Henry and William James, automobile manufacture James Ward Packard, and actors Marlon Brando and Elizabeth Taylor to name a few.

Located between Madison and Park Avenue, the new Vacheron Constantin Flagship spans over 4,500 s/f and covers two floors. A glass façade opens directly onto 57th Street and features a  brass-toned design in the shape of the Maison’s emblem, the Maltese Cross. The transparent glass invites collectors and visitors into a discovery of the Maison’s creativity and fine craftsmanship in a harmonious old-meets-new environment fitting the spirit of Vacheron Constantin’s contemporary watchmaking.

The store includes an open discovery table for watch collectors and visitors alike to discover crafts and techniques amongst an assortment of Métiers d’art timepieces. And a screen offers an immersive tour through the history of Vacheron Constantin in the United States via an exclusive interactive experience: the Chronogram. Developed in partnership with the Swiss Federal Institute of Technology in Lausanne (EPFL), Chronogram is an innovative tool that uses emerging technologies to digitize Vacheron Constantin’s exceptional body of archives accumulated since 1755, shared with the public for live exploration of the Maison’s heritage.

A dedicated area within the first floor displays the restoration capabilities of the Maison and rotating exhibitions of historic timepieces from the Vacheron Constantin private heritage collection in Geneva. A second floor watchmaking bench is intended to encourage interaction with an in-house watchmaker as well as a custom strap station presenting both engraving and embossing customization options. The store also include a VIP Lounge and a family-friendly bar with games and refreshments.

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