First look at Bremont Madison Avenue boutique

Bremont has released further details of its New York boutique, first revealed by WatchPro in November.

The boutique, Bremont’s first in the US, will open in early spring at 501 Madison Avenue, New York’s famed luxury shopping destination.

The completely refurbished two-storey location will offer 900sq ft of retail space on the ground floor with an additional 860sq ft on the first floor for a dedicated service centre with two full-time watchmakers.

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The boutique has been laid out to visually tell the story of the watch company which now includes partnerships with Jaguar, Boeing, Martin-Baker and has most recently been seen on cinema screens in Matthew Vaughn’s Kingsman: The Secret Service, which Bremont developed three watches for and in which the company’s co-founder Nick English has a cameo role.

Nick English, Co-Founder of Bremont: “We saw New York, and more importantly Madison Avenue, as a really essential string to our North American bow and a fantastic brand showcase as we continue to expand our retail channel. The US is already a big market for Bremont with a large proportion of our military business hailing from there. Moving forward the US is a very significant and crucial part of the brand’s strategy and we want to support our clients and retailer base on this side of the Atlantic as best we can. Bremont first arrived in the US in 2008 and we continue to be humbled by the level of support we have received from the American people.”

While the existing marble floor is being retained and restored by local craftsmen the remainder of the space has been reworked with a palette of black wood, chrome and fine leather with the aim of enhancing the watches and highlighting their craftsmanship. A traditional fireplace and seating area surround a centrepiece bespoke coffee table, incorporating hundreds of Bremont watch parts that showcases the complexity and number of components needed to produce a mechanical watch.

The boutique will also allow Bremont to hold US meetings of its popular Bremont Adventurers Club, where ambassadors and friends of the brand share their experiences with interested Bremont owners and their guests.

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