Owners of 16 watch boutiques in the U.K., Watches of Switzerland have a new location in the heart of Soho. The brand new boutique is housed within a former ironworks building, with 25-foot ceilings, ornate columns, and exposed brick across two floors. Patek Philippe, Rolex, Omega, Cartier watches and many more are on display and for sale, as well as special editions for the opening, and rare vintage timepieces being made available thanks to a partnership with Analog Shift. But it's much more than a luxury watch shop, and across the 8,000 square-foot site you'll find a library dedicated to the history of horology, a gallery space conceived with NY art foundation Aperture, and a full bar with timepiece-inspired cocktail menus created by the most influential bar in New York: Death & Co.
Photos: Peter Murdock