Maurice Lacroix has opened a flagship store in Berlin with an in-house service centre and champagne bar, creating a limited edition watch in homage to the German city to mark the occasion.
The store is the second boutique for Maurice Lacroix in Berlin, following its first European store opening in Cumberland House on Kurfürstendamm 194, last November. The opening of the new Friedrichstrasse store will be celebrated with a party on February 28.
As well as the entire Maurice Lacroix collection, the 95sqm flagship store will also sell a limited edition timepiece in homage to the city – the Pontos Décentrique GMT Berlin. Just 20 of the watches have been made.
This watch has tinted sapphire crystal and engraving of the Brandenburg Gate on the case side, it also boasts a second time zone.
The new store features a design concept "very much in keeping with the advertising campaign ‘Your Time Is Now’, with a finger on the pulse of modern lifestyle".
The store also features a champagne and coffee bar, dubbed the Ein-Stein-Bar, and an in-house service centre with workbenches for two watchmakers at the back of the boutique, where customers can hand in their watch for maintenance and view the watchmakers at work.
The store will also be used a platform for Maurice Lacroix events, and will offer the space for emerging artists to showcase their work.
The launch party on February 28 will feature Sir Bob Geldof as the brand’s guest of honour. He will be gifted the number one watches in the limited Pontos Berlin collection on the night.
