Vacheron Constantin officially opened a new flagship showroom in New York last week, just as the city’s Governor Andrew Cuomo announced the lifting of all state-mandated coronavirus restrictions.
New York has vaccinated 70% of all adults with at least one dose, a target that triggered the easing of restrictions.
In the UK, 82% of adults have received one shot of the vaccine and 60% have had two.
Vacheron Constantin is taking a longer view of history, with lineage stretching back 265 years for the Swiss watchmaker, and its first foray into the United States being recorded in 1831.
“The new Vacheron Constantin Flagship in North America celebrates the relationship between our Maison and America that has existed since 1831. Engaging with the creative spirit of America and its many diverse cultures, Vacheron Constantin is ready to make 28 E 57th Street its new North American home. This Flagship exemplifies Vacheron Constantin’s dedication to excellence and our motto: Do Better if Possible, and That is Always Possible,” says Louis Ferla, chief executive officer of Vacheron Constantin.
The new flagship occupies 4,500 square feet over two floors with a glass façade opening directly onto 57th Street, between Madison and Park Avenue.
It has a strikingly contemporary feel, but with nods to the history of the brand including a blue straw marquetry wall with Maltese cross motif.
The aim is to strike a balance between the history and heritage of the watchmaker and inspirations for its current collections.
There is also an emphasis on service and experiences.
A dedicated area on the ground floor displays the restoration capabilities of the Maison and rotating exhibitions of historic timepieces from the Vacheron Constantin private heritage collection in Geneva.
Up a sweeping bronze staircase there is an in-house watchmaker for consultations, adjustments and watch engraving.
The first floor also has a VIP Lounge for meetings or small events.
The showroom has one of the most comprehensive collections of current Vacheron Constantin timepieces including boutique exclusive models, the first permanent “Les Collectionneurs” vintage watch offering, and a rotating Les Cabinotiers assortment.
A one-off American 1921 Pièce Unique re-creation timepiece has also been unveiled as part of the flagship opening.