Vacheron Constantin has just announced that in the spring of 2021, it will open a new Manhattan boutique. The boutique will have a two-story glass façade with an enormous representation of the firm’s signature Maltese Cross and will be located at 28 East 57th St. The new boutique represents a considerable increase in Vacheron’s retail presence – it is significantly larger than the current one at 729 Madison Avenue, and with its enormous glass wall and 4,500 square feet of floor space, the location should offer a light-filled, spacious venue in which to see Vacheron’s watches.
Vacheron CEO Louis Ferla said, via press release, “A new flagship in New York City is the perfect opportunity to further develop the long-lasting relationship of our Maison with its American clients. Vacheron Constantin has been present in the United States since 1817 and has created numerous timepieces specifically for the American market, from the famous Corps of Engineers pocket watches to the American 1921 wristwatch. Vacheron Constantin also has a rich history of developing bespoke creations for American collectors and connoisseurs. With this new location we seek to offer our clients the best space and the best location for exclusive services and amazing experiences.”
The new boutique would also seem to underline the Richemont Group’s continued commitment to creating monobrand boutiques on an ongoing basis for its luxury brands. Though the strategy comes with some risks (including heavy investment in build-out and ongoing costs, which create some exposure to local market fluctuations) it can also mean better margins, as well as, of course, the ability to present watches in an environment specifically tailored to the company’s identity overall. From a collector’s perspective the launch of the new boutique has a definite non-zero probability of being associated with some new boutique-only pieces; we’ll keep an eye out for any news as launch date approaches.