Girard-Perregaux continues its expansion with the opening of its first American boutique at 701 Madison Avenue, the prestigious home to some of the world’s finest luxury brands. The Leonori building, constructed in 1902 and designated a city landmark, houses Girard-Perregaux between 62nd and 63rd streets. All of the Brand’s collections, including the Haute Horlogerie models and limited editions, are showcased in this elegant space.
The boutique’s interior architecture reflects the Brand’s commitment to fine craftsmanship, exquisite design, modern technology, and attention to detail. Italian architect Ermanno Previdi followed the design inspiration of the Brand’s President, Luigi Macaluso and his son Stefano, Vice President and a trained architect. The new flagship boutique is the Brand’s eighth worldwide, after Gstaad, Beijing, Shanghai, Hong Kong, Macau, Prague and Beirut. It is also a reminder of Girard-Perregaux’s historic links with the United States. These date back to the 19th century, with the Brand establishing its presence here in 1850. It was the United States Patent Office that granted Constant Girard-Perregaux the patent for the design of his celebrated Tourbillon with three gold Bridges movement in 1884.
The architectural concept is based on that of the Brand’s first boutique opened in 2004 in Gstaad, adapted to suit the New York milieu. Clean lines are tempered by rich materials. According to the architect: “creating a timeless ambiance, aspects of the virtual environment and the eclectic style of the furniture combine with historic design elements, among which Girard-Perregaux watches are exhibited like works of art”.
The wenge wood’s dark tones represent authenticity, while satin-finished metal reflects the Manufacture’s technical character. These are combined with the transparency of glass, the strength of stone and the refinement of leather. The lighting has been carefully considered to enhance the surroundings and collections, as demonstrated by the sets of lights in the windows. The overall effect is one of harmony, the result of careful balance between the global concept and the attention paid to the very smallest details.
Situated in the heart of New York, the 900 square foot boutique also incorporates features of traditional New York architecture in recognition of one of its most glorious eras: Art Deco. The space radiates a monumental atmosphere via its clean lines and luxurious materials. The effect is accentuated by the difference in size between the intimate entrance and the imposing main area, with its 5-meter high ceiling. The gaze is drawn to the workshop, used by a skilled watchmaker, which appears to hang in the air. The workbench sits in an elevated, transparent space, and the watchmaker is visible from both inside and outside.