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Time+Tide’s New York Watch Discovery Studio: Location, Concept and Brands

Time+Tide announced a SoHo Watch Discovery Studio for 2025, with a relaxed community setting and eight named watch brands. The June 2025 brand list does not confirm current stock.
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Time+Tide announced in June 2025 that it planned to open its third Watch Discovery Studio on Broome Street in SoHo, New York City. The proposed space combined watch retail with a relaxed, café-like place to gather. A June 2025 interview named eight brands confirmed for the New York location at that time; it did not establish what is stocked there now.

Where did Time+Tide plan to open its New York Studio?

In an announcement dated 7 June 2025, Time+Tide founder Andrew McUtchen said the company planned to open the Studio on Broome Street in SoHo, in a former ironworks building. He described it as a 2,000-square-foot space with exposed brick, painted white beams and 16-foot ceilings. Those are details of the announced plan, not a verification of the building’s present condition. Time+Tide’s announcement

The plan included a mezzanine for a capsule concept that Time+Tide said would be revealed closer to opening, with a café-like hangout below. The company said it wanted to make that gathering space available to local clubs. McUtchen called it “A 2,000 square foot former ironworks building in Soho’s Broome Street with all the New York things.”

What is a Watch Discovery Studio?

In an interview published 11 June 2025, McUtchen described the format as a combination of retail and informal community space. Visitors could browse watches, spend time in lounge-like areas and talk with staff comfortable with different levels of watch knowledge. The intent was relaxed, but still explicitly commercial: the Studio was meant to support watch discovery and sales as well as social gatherings. This is the founder’s description of the concept, not an independent customer assessment. MONOCHROME’s interview with Andrew McUtchen

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Time+Tide positioned New York as its third Studio, following Melbourne, which opened in August 2023, and London, which followed in 2024. The company’s description of the format also includes events and community activity alongside its retail assortment.

Which watch brands were named for the New York Studio?

In the June 2025 interview, McUtchen identified these eight brands as confirmed for the planned New York space:

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  • Norqain
  • Farer
  • Baltic
  • Serica
  • Furlan Marri
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  • Christopher Ward

These names reflect what Time+Tide reported in June 2025; they are not a live inventory list. McUtchen also said the company was looking to source American independent brands for the New York location, but the announcement and interview did not name any American partners as signed or confirmed.

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What is known about the opening and current status?

The June 2025 announcement and interview described a planned autumn 2025 opening. Time+Tide’s archive later included New York Studio-related events and collaborations, but an archive index does not confirm current public hours, operating details or which watches are available today. Check directly with Time+Tide for current visitor information and stock before making a trip.

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The announcement also said Time+Tide was hiring for New York roles, including a US General Manager, New York Studio Manager, Assistant Studio Manager and floor staff. That was part of the company’s 2025 launch plan, not confirmation of current vacancies. Time+Tide’s announcement

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