After three years of planning and almost 18 months of exhaustive but extremely sensational building, Tourneau and Bucherer are thrilled to showcase the extremely distinctive American flagship retailer within the coronary heart of New York Metropolis’s most vibrant space.
Positioned at 12 East 57th Road, the house of the legendary Tourneau TimeMachine retailer, the breathtaking new retail delight is a three-story tall virtually 19,000 sq. foot expanse that superbly makes use of pure mild and introduces charming {custom} designs, seating areas, artwork installations and extra.
The brand new emporium has been within the works since Swiss-born Bucherer bought American-born Tourneau in 2018. With greater than 100 years every of providing unparalleled service and merchandise, these two manufacturers mixed have been destined to carry watch lovers a powerhouse idea to repeatedly shock and intrigue guests. The Bucherer 1888 flagship’s opening marks one of the vital immersive experiences into horology in New York Metropolis.
The Tourneau/Bucherer retailer spans an unbelievable 18,379 sq. ft and is purposefully designed to supply prospects a particular, inviting and thrilling setting that’s almost 100% distinctive. In actual fact. Bucherer labored intently with all of its model companions to create specialised shows and product choice. Every of the almost 40 manufacturers adopted a brand new design idea guaranteeing that prospects will see one thing completely different within the new TimeMachine than they are going to in every other retailer around the globe. The cohesive look lays the groundwork for this hybrid retailer idea the place Swiss hospitality and considerate displays are key.
With a wall of home windows on the façade permitting exterior mild inside, the boutique is vibrant, open and ethereal and its lounge-like idea permits for comfy interplay. Whereas the brand new retailer’s exterior will now not carry the Tourneau identify, in favour of Bucherer 1888, a state-of-the-art projection system can show the time, clocks or different customizable content material. Inside, your complete color scheme consists of whites, heat neutrals and darkish hues. Marble, stone, wooden and steel coexist in a cohesive and exquisite expression of artwork and class. Even the sunshine fixtures, which embody crystal chandeliers and modernistic pendant items, are custom-made and extremely eye-catching.
Gone are the everyday glass counters and of their place are accoutrements akin to a 20-foot-long artisan-made marble desk, thoughtfully designed sitting areas and three separate bars (one on every stage), and a formidable number of wines in partnership with Sotheby’s. The introduction of Swiss hospitality shall be a key theme for patrons all through the brand new retailer expertise.
Moreover, there shall be curated artwork reveals, with gallery installations intermingled all through the shop. The artwork on show will rotate regularly so there may be at all times one thing new to find. For the grand opening, there may be even a particular exhibition that brings collectively a number of wonderful works from New York artists. In-store occasions, highlighted cultural happenings and different artistic and interactive experiences are deliberate, as effectively.
The Bucherer retailer additionally boasts some necessary firsts. For example, the service middle and its watchmakers are on full show in an expansive space on the concourse stage. Additionally on the highest ground: a devoted lounge and show space dedicated to the Bucherer Positive Jewelry collections. This marks the primary time the magnificent jewellery shall be obtainable in America. Bucherer has been creating beautiful jewels since its inception, together with inexpensive up to date items, in addition to unique one-of-a-kind masterpieces that boast uncommon and distinctive gem stones. In actual fact, for the New York opening, Bucherer is releasing a number of distinctive items which can be New York exclusives. Amongst them: a sequence of one-of-a-kind Fleur des Alpes rings every set with a special 7- or 8-carat middle stone; a Ladybirds Stars of America sequence (three items) of assertion rings set with what the model calls Large Metropolis Lights diamonds, Large Apple Crimson rubies and Hudson Blue sapphires.
Additionally making its debut at Bucherer for the primary time in America is the Bucherer BLUE assortment of unique collaboration timepieces made with companion manufacturers. For this assortment, Bucherer works with companion watch manufacturers to create unique limited-edition items that incorporate the model’s signature blue coloration. For the launch of the shop, roughly eight new BLUE collaborations will make their debut and two shall be unique to the U.S. market. Bucherer BLUE is branching out now, as effectively, to different classes. In actual fact, on the bottom stage of the New York retailer, the model’s most up-to-date enterprise shall be on show: a Bucherer BLUE Harley Davidson.
“Tourneau has at all times made us proud since we acquired the corporate in early 2018,” says Guido Zumbühl, CEO of Bucherer Group. “With one widespread objective in thoughts – pleasing and shocking our prospects – we’ve got deliberate the brand new flagship Boutique in a strategy to take guests by an interesting and vigorous expertise. The thought is to showcase the fascinating universe of watches and luxurious jewellery in a hybrid environment that’s in contrast to something anyway on the planet. This really distinctive boutique marks the fusion of our firms, changing into lastly one beneath the Bucherer model.”
With this new immersive open-concept expertise, Bucherer can also be being extremely selective when it comes to product, showcasing solely probably the most related and coveted items from every model to make sure a vacation spot purchasing expertise. Its extremely profitable Licensed Pre-Owned enterprise, which lends itself splendidly to the up to date lounge environment, performs a useful position. For the grand opening, specifically sourced distinctive items will make their debut on the TimeMachine for the primary time.
“Our coronary heart and soul is in New York Metropolis. That is our flagship and it’s the engine that drives the automobile,” says Ira Melnitsky, CEO of Tourneau LLC and President of Bucherer USA. “This is without doubt one of the most fun accomplishments of my profession with out query. All the retailer is meant to be a cautious curation from begin to end. We could not have performed it both with out the help of all of our model companions and our father or mother firm in Switzerland.”
All through the following two years, all the 30-plus Tourneau shops throughout America shall be renamed Bucherer and completely rebranded. An progressive – teaser marketing campaign is being launched that options the hybrid emblem of each Tourneau and Bucherer with the eight letters of 1 identify transferring and morphing into the opposite identify to unfold the message that Bucherer and Tourneau are actually one, with the identical codes of belief, integrity and honesty. The model can also be launching an exhilarating major launch marketing campaign within the fall entitled “The place will time take you?”
