Since its 2017 founding, WatchBox has developed a presence in the United States, Hong Kong, Singapore, Switzerland, and the Middle East, where a joint venture with Ahmed Seddiqi & Sons has established the company in Dubai and Riyadh. The next phase of growth will bring the Collector’s Lounge concept to key U.S. markets.
Conceptualized with acclaimed design firm Studio Mellone, WatchBox is cultivating a distinctive experience through Andre Mellone’s vision. The Brazilian designer has earned a reputation for creating spaces that are contemporary, chic, and inviting; and noted projects include designs for Thom Browne, Carolina Herrera, Jason Wu, and 25 Park Row’s spa-like amenities floor. Mellone’s concept for WatchBox will come to life in New York, Miami, Los Angeles, and Boca Raton. The New York Collector’s Lounge will be a flagship for the company, scheduled to open in Q3 2022.
“Old concepts of retail, residential, and hospitality are all merging into one. Stores look like homes; homes look like hotels…it’s all about warmth and excitement and appreciation for design,” shared Andre Mellone. “Spaces should be impactful and exciting, but feel comfortable, and have a staying power.” On his inspiration for the WatchBox spaces, Mellone added, “I’ve always been a fan of the design aspects of early James Bond films. There’s a cool, un-self-conscious, playful sexiness to them that I felt would perfectly match the concept for WatchBox.”
“As we amplify the WatchBox experience globally, a community-driven philosophy guides the way,” Reis shared. “Our clients and client advisors are drawn together by a common passion for collecting and fascination with horology. With Andre’s influence, we sought to design immersive environments, combining retail with entertainment, personalized service, and social connection; and of course, watches will be a centrepiece of this experience.”
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