Watches of Switzerland’s first showroom in Midtown Manhattan has been unveiled with a series of pictures showing a corner unit on Madison Avenue at the foot of One Vanderbilt.
The 73-storey skyscraper is a recent addition to the New York skyline, occupying an entire city block since opening in 2020 on Park Avenue, Madison Avenue, 42nd and 43rd Streets, directly next door to the city’s Grand Central railway terminal.
It is the first Watches of Switzerland in the Midtown area, joining multibrand showrooms in SoHo and Hudson Yards, further south on the island.
Unusually for a Watches of Switzerland store, it offers neither Rolex nor Patek Philippe, but has branded areas for Omega, Cartier, Zenith, Girard-Perregaux, Longines and Tissot.
ID Geneve and WOLF are also represented alongside branded jewellery from Roberto Coin and Messika. Watches of Switzerland Group bought the US operation of Roberto Coin for $130 million last week.
Its pre-owned business, Analog/Shift, is also in the store, but will not be permitted to sell second hand Rolex watches.
Rolex and Patek Philippe are represented in Midtown Manhattan by Bucherer at its Time Machine flagship on 57th Street, which is now owned by Rolex, and Wempe on 5th Avenue.
Patek Philippe is also, famously, stocked at the Tiffany & Co. flagship on 5th Avenue.
Rolex USA is building a new headquarters on 5th Avenue, which is expected to be home to its largest monobrand showroom in New York, and which looks certain to be run by Bucherer.
No completion date for the project has been announced.