Vacheron Constantin’s New Flagship Boutique Is A Love Letter To New York City

We don’t want to go back to plain, old normal; we want to move forward to a better future. That is why the news that Vacheron Constantin is opening a major, two-floor North American Flagship retail store in New York City at 28 East 57^th Street, between Madison and Park Avenue, today, Monday, June 14^th, is so exciting.

Vacheron’s haute horology offerings are always best experienced in the metal. And this new space promises the opportunity to examine not just the brand’s novelties in person but also the chance to see timepieces and rarities from the company’s private collections that are typically found only in Geneva and have never been exhibited in the U.S.

Here is a quick peek into Vacheron Constantin’s revamped North American Flagship store.

Vacheron and New York have long had a certain synergy. In 1831, Jacques Barthélémi Vacheron wrote a letter of intent to expand the business to the United States. In 1832 the company established its first agent in New York. By the twentieth century, Vacheron Constantin watches were worn by business barons in the Rockefeller family, automobile manufacture James Ward Packard, and silver screen royalty like Marlon Brando and Elizabeth Taylor.

American clients also inspired the many innovative and historically important Vacheron Constantin timepieces: the first large wristwatches for aviators, pocket watches for the U.S. Corps of Engineers during WWI, and, most famously, the classic cushion-shaped American 1921.
 

This iconic and eccentric timepiece celebrates its 100th anniversary in 2021. And the one-off made to commemorate this centennial is the star attraction of the New York Flagship’s opening exhibition, where it will remain on display until October.

“The new Vacheron Constantin Flagship in North America celebrates the relationship between our Maison and America that has existed since 1831,” said Vacheron Constantin’s CEO, Louis Ferla. “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.
 

If the first floor of the 57th Street flagship is part museum, the second story of the boutique is the mother of all gift shops.

A sweeping staircase with bronze vertical columns inspired by 19th-century architecture leads to the second floor that houses a working watchmaking bench where guests can interact with an in-house watchmaker. This floor is also home to a custom strap station, where one can select both engraving and embossing customization options.
 

A VIP Lounge encourages lingering, and a family-friendly bar upstairs is equipped with games and refreshments that truly embody Vacheron Constantin’s dedication to clients.

The new Flagship is also home to every single model currently in the Vacheron Constantin collection, from no-frill time-only watches to high complication pieces. There are also boutique-exclusive models, a rotating assortment of Les Cabinotiers one-of-a-kind editions, and the first permanent “Les Collectionneurs” vintage watch offering.
 

Previously, “Les Collectionneurs” curated collection of restored vintage Vacheron Constantin watches from the 20th century were only available at dedicated but temporary annual events in Vacheron Constantin boutiques globally. But the North American Flagship in New York City will host the world’s first “Les Collectionneurs” permanent boutique offering.

As Louis Ferla explained in a press release, “This Flagship exemplifies Vacheron Constantin’s dedication to excellence and our motto, Do Better if Possible, and That is Always Possible.”