Bucherer (née Tourneau) Time Machine aims to surprise and delight when it reopens in New York next month

The watch world will not have to wait long for the reopening of Tourneau's Time Machine as the first Bucherer flagship in the United States.

Tourneau CEO Ira Melnitsky confirmed two weeks ago that midtown Manhattan’s famous watch showroom, Tourneau Time Machine, would be reopening this summer under the name of its Swiss owner Bucherer.

Few details of what customers can expect have been revealed, but an exclusive WATCHPRO interview with Bucherer’s global chief commercial officer Patrick Graf last night has raised expectations even further.

The showroom at the foot of Trump Tower will occupy over 17,000 square feet over three floors, and has been entirely under the design direction of Bucherer.


Even Rolex and Patek Philippe, which will anchor the store, gave Bucherer freedom to style their areas in their own unique way, Mr Graf reveals.

The emphasis will be on surprising and delighting customers, and that means experiences outside the normal retail of watches and high end Bucherer jewelry, and on top of the event spaces, bars and private meeting rooms that are now commonplace at luxury showrooms.

Patrick Graf.

“We are working on partnerships that you would not expect from a retailer,” Mr Graf hints. “It should not just be watch brands that forge these sort of collaborations,” he continues when asked whether he is talking about deals in the worlds of sports, motoring, aviation and others. “We think retailers should be at the forefront of this as well.”

Time Machine on East 57th Street will be the first Tourneau store to adopt the Bucherer name in the United States, but plans are already underway for Tourneau Time Dome to become a second flagship.

Time Machine is also not the only major opening for Bucherer in New York this summer. Mr Graf says the company is also close to completing linked Rolex and Tudor boutiques in Manhattan’s Meatpacking district. Tourneau is already advertising for a store director to run the showrooms.


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