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At 60 Greene Street, Watches of Switzerland’s SoHo flagship pairs a broad watch selection with a cocktail bar, collectible-watch library and photographic art. The 8,000-square-foot store opened in 2018; its mix of retail and hospitality gives the “eccentric” label a concrete basis, even if the word itself is an editorial impression.
What’s inside the SoHo flagship?
Watches of Switzerland describes the Greene Street showroom as an 8,000-square-foot space carrying watches from more than 15 brands. Alongside the sales floor, the retailer lists a special selection of vintage timepieces, an in-house cocktail bar, a curated library of collectible watch books and photographic artwork available for purchase. The store says its photography collection evolves over time, but does not identify artists or list individual works online. Watches of Switzerland’s SoHo showroom page
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The book library is part of the store’s setting; the retailer does not say that the books themselves are for sale. Likewise, the artwork is available to buy, but no specific pieces or prices are published on the showroom page.
Which watch brands can you browse?
The retailer names Rolex, Jaeger-LeCoultre, Cartier and Omega among the brands in its more-than-15-brand selection. Its brand navigation also lists Grand Seiko, TUDOR, TAG Heuer and Breitling. These are examples of the brands associated with the store, not confirmation that any particular model is in stock on the day you visit. Check directly with the boutique if you are looking for a specific reference.
#1 Best Overall
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The store also advertises a special vintage selection, giving visitors a reason to look beyond new watches. The available store information does not provide a model-by-model inventory, prices or a count of vintage pieces.
Rolex at this location
The SoHo boutique is identified as an Official Rolex Jeweler. Watches of Switzerland says new Rolex purchases from an Official Retailer include a five-year international guarantee, and that it is authorized within Rolex’s Certified Pre-Owned network. These are Rolex program details, not a guarantee that a particular new or certified pre-owned watch will be available at the store. Watches of Switzerland’s Rolex location information
Why the store feels different from a conventional showroom
The unusual character comes less from any single spectacle than from combining watches with places to sit, read and have a drink. A library devoted to collectible watch books and an in-house bar make the visit feel designed for browsing and lingering, while photographic art adds another layer to the showroom experience.
Rank #2
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Some architectural details come from opening-era coverage rather than a current inspection. WATCHPRO USA reported that the store occupies a former ironworks building, with 25-foot ceilings, exposed brick, ornate columns, wood floors and two levels. It also reported that Death & Co. collaborated on the cocktail bar at opening; the current showroom page does not identify the bar’s operator. WATCHPRO USA’s November 2018 opening coverage
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Outbyte PC Repair FREERepair Windows errors before they cause bigger problemsFix Now →Outbyte Driver Updater FREEFix the driver behind crashes, sound loss and screen glitchesFind Drivers →Flooring supplier Havwoods identifies its Portland flooring from the Henley Collection as part of the flagship’s fit-out, and describes brass accents, leather seating, warm surfaces and book-lined walls. That is the supplier’s account of the design, rather than an independent assessment of the store. Havwoods’ Watches of Switzerland case study
At the November 2018 opening, Watches of Switzerland Group CEO Brian Duffy called the flagship “a special achievement for us on many levels,” praising its location, design, products and team. That statement reflects the company’s promotional view of the launch, not an independent review. WATCHPRO USA’s opening report
Rank #3
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- Hardcover journal with 240 line-ruled pages (120 sheets)
- Built-in elastic closure and ribbon bookmark
- Includes an expandable inner storage pocket and a pen holder
Services beyond shopping
The boutique lists watch servicing and repair, strap replacement, appraisals and private appointments. The retailer does not publish prices or service turnaround times on the showroom page. Contact the store to ask whether it can handle your watch and whether an appointment is needed. Watches of Switzerland’s SoHo showroom page
Location, hours and planning a visit
The store is at 60 Greene Street in New York City. Its current posted hours are Monday through Saturday, 11 a.m.–7 p.m., and Sunday, noon–6 p.m.; the listed phone number is (646) 973-3363. Hours and service availability can change, so confirm them directly before traveling. The retailer offers private appointments, but does not promise walk-in access to a particular watch. Watches of Switzerland’s SoHo showroom page
The flagship opened in 2018, according to the company’s history; an official retailer listing for watchmaker Alexandre Meerson specifies November 2018 and describes lounge seating and workspace on the downstairs level. The Watches of Switzerland Group’s history · Alexandre Meerson’s retailer listing
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