Time+Tide’s New York Watch Discovery Studio, discussed as a future opening in a June 2025 interview, opened at 460 Broome Street in SoHo in February 2026. In the interview, founder Andrew McUtchen described a hybrid space for browsing and buying watches, discovering independent brands, and spending time with other enthusiasts—not simply a conventional watch shop.
What McUtchen envisioned for the New York studio
In his interview with MONOCHROME’s Frank Geelen, McUtchen framed the studio as a place where retail and community could coexist. He said the first Time+Tide studio, in Melbourne, was designed to feel like a “third space”: “In terms of the space, the environment had to be a ‘third space’.” He compared the intended atmosphere to a library, clubhouse, or loft apartment, while emphasizing that visitors should still be able to browse and buy watches. Read the interview.
The New York space was intended to carry that idea into a distinct SoHo setting. McUtchen described a Broome Street site with 16-foot ceilings, exposed brick, a mezzanine, a street-front fire escape, and direct lift access. He also mentioned a cafe area with a coffee machine and an idea for the mezzanine. Those details were plans discussed in the 2025 interview, not confirmation of the studio’s current amenities or operating setup.
Which watch brands were named for New York?
McUtchen said eight brands were confirmed for the planned studio:
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- Fears
- Norqain
- Farer
- Baltic
- Serica
- Furlan Marri
- Studio Underd0g
- Christopher Ward
He also said Time+Tide intended to source American independent brands for the New York location and invited suggestions. The interview did not name any American brands as confirmed participants, nor did it specify a complete or permanent inventory. It focused on the studio concept rather than comparing individual watch models.
How the New York studio fits the wider concept
Time+Tide’s Melbourne studio opened in August 2023, and the London location followed in 2024. McUtchen described the Melbourne space as a response to the company’s earlier media-office and showroom setup. The studios were intended to give visitors a more hands-on way to encounter watches: “Where you can actually hold that microbrand you’ve never handled in the metal.”
Adaptability was another principle he described. Movable elements and changeable displays could allow a studio to shift for brand activations or events. McUtchen contrasted London’s dedicated exhibition space with the distinct design planned for New York, suggesting the locations share a broad purpose without being identical copies. His comments describe the company’s aims, rather than independently measured visitor or sales outcomes.
He also characterized the desired service culture as enthusiast-led and welcoming, while acknowledging that the retail team had sales targets. As he put it, “‘Service over sales’ is something you’ll hear often back of house.”
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- Book - a man and his watch: iconic watches and stories from the men who wore them
- Language: english
- Binding: hardcover
Where the studio is, and what current details are known
Time+Tide identified the launch address as 460 Broome Street in SoHo in its founder announcement. The company later documented the launch in a post-launch founder letter, and WatchPro reported that the New York studio opened in February 2026. WatchPro’s opening report provides that timing; Time+Tide also published a studio opening article.
The sources establish the address and opening, but do not establish current opening hours, upcoming event dates, full inventory, or which interview-era design features are operating as described. For visit planning, check Time+Tide’s current official location information rather than relying on the 2025 interview or launch coverage.
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