After three years of planning and 18 months of building, the previous Tourneau Time Machine on New York’s 57th Avenue is now the Bucherer Time Machine. Bucherer acquired the watch retailer, with 30 shops within the U.S., in 2018, and the rebranding is a significant step towards the merging of the 2 corporations. The three-story, 18,379-square-foot multi-brand Bucherer Time Machine is a haven for watch lovers. It homes 40 totally different manufacturers, together with all of the heavy hitters: Rolex, Patek Philippe, Cartier, Panerai, Omega, IWC, Jaeger-LeCoultre, Vacheron Constantin, Breguet, Blancpain, Piaget and, in fact, it’s personal model, Carl F Bucherer, named after the corporate founder.
The shop’s unified design makes it not like the overwhelming majority of multi-brand watch shops. Most function in-store “corners” with particular coloration schemes and furnishings which can be totally different for every model. The result’s a conflict of colours and fixtures that may be jarring as you stroll by means of the shop. On the Bucherer/Tourneau Time Machine, every model nook is designed in a unifying theme, with impartial beiges, browns and off-whites. Logos are brand-specific, however unified in coloration.
There are occasional brand-specific highlights, however the concept is to ship a constant aesthetic all through. The shop is full of pure wooden components spectacular customized lighting fixtures and marble tables. A wall of home windows on every degree appears out over 57th Avenue. “The concept is to showcase the fascinating universe of watches and luxurious jewellery in a hybrid ambiance that’s not like something wherever on the planet,” says Bucherer CEO Guido Zumbühl.
The shop contains a number of lounge areas and two bars – if you wish to take a look at a watch when you sip your wine, a gross sales affiliate will deliver it to you. The decrease degree is devoted to licensed pre-owned watches, that are displayed open-kitchen type in drawers which can be marked in line with model. Consumers can merely look within the drawer of their alternative.
The house is punctuated with works by artists related to New York Metropolis, together with Julian Schnabel, Man Ray, Joel Sternfeld, and others. “Our coronary heart and soul is in New York Metropolis,” says Ira Melnitsky, CEO of Tourneau and president of Bucherer USA. “That is our flagship, and it’s the engine that drives the automobile. It is without doubt one of the most fun accomplishments of my profession with out query. All the retailer is a cautious curation from begin to end.” Over the following two years, all 30 Tourneau shops within the U.S. shall be renamed Bucherer and shall be solely rebranded.
Carl F. Bucherer made a New York restricted version watch of 30 items in its BLUE assortment completely for the shop opening and completely to this retailer. A few of its model companions adopted go well with, creating particular editions dominated by the signature blue coloration. A customized Harley Davidson motorbike within the entrance foyer is coated in the identical shade.
The Lucerne, Switzerland-based Bucherer Group has roots relationship again to 1888, when Carl-Friedrich Bucherer opened the household’s first jewellery and watch retailer in Lucerne. The 57th Avenue flagship is stocked with Bucherer-brand jewellery, and though it contains loads of examples of red-carpet worthy and one-of-a-kind items, there may be additionally a collection of reasonably priced, exquisitely made on a regular basis items – as a result of whereas a person is searching for watches, it’s solely honest that his spouse ought to take pleasure in some high quality bling time. The boutique is positioned at 12 East 57th Avenue.