Vacheron Constantin, the 265-year-old luxury Swiss watchmaker, has opened its North American flagship at 28 East 57th St. The boutique pays tribute to the Maison’s deep roots in the United States and commitment to client service, the company said.
“The new Vacheron Constantin Flagship in North America celebrates the relationship between our Maison and America that has existed since 1831. Engaging with the creative spirit of America and its many diverse cultures, Vacheron Constantin is ready to make 28 East 57th Street its new North American home. This Flagship exemplifies Vacheron Constantin’s dedication to excellence and our motto, ‘Do better if possible — and that is always possible,’” said Louis Ferla, CEO of Vacheron Constantin.
Located between Madison and Park Avenue, the new store spans over 4,500 square feet and covers two floors. A distinctive glass façade opens directly onto 57th Street and features a sleek, 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.
Upon entering, visitors are greeted by an atrium filled with natural light and a double floor height. A blue straw marquetry wall with Maltese cross motif creates a focal point. To the left, an open discovery table welcomes watch collectors and visitors alike to discover beautiful crafts and techniques among an assortment of métiers d’art timepieces.
A large 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 uses emerging technologies to digitize Vacheron Constantin’s 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 Maison’s restoration capabilities and rotating exhibitions of historic timepieces from the brand’s private heritage collection in Geneva. Visitors are met with a sweeping staircase animated with bronze vertical columns inspired by 19th century architecture. The second floor opens to 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. A VIP Lounge encourages lingering, and a family-friendly bar upstairs is equipped with games and refreshments.
In homage to great American art, display windows on 57th Street and the boutique’s first floor exhibition area will be fully encompassed during the opening 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).
