Bucherer Hosts An Extravagant Evening To Celebrate The Re-Opening Of The Time Machine
Standing three stories tall on New York City’s 57th street, the iconic Swiss retailer hosted an opening event befitting of the store’s grandeur.
By Jessica “J.J.” Owens
Contributor
The Time Machine triplex was brimming with every watch brand imaginable, whether a designated Patek Philippe salon, an IWC Big Pilot’s bar, or an Omega lounge. The opening fête for the Bucherer 1888 Time Machine Flagship store proved that the newly rebranded Time Machine is a formidable destination for luxury watches and jewelry.
The Evening’s Festivities
With champagne flowing and caviar passed, Bucherer made a point to flex their might as the new kid on the block. Having fully renovated the Tourneau Time Machine flagship, Bucherer set out to create a destination that shows the best of what Tourneau had to offer coupled with the eye-watering offerings of Bucherer, especially that in the haute joaillerie department.
With watch enthusiasts like Trevor Noah and Kevin O’Leary in attendance, the evening was beaming with excitement. Mirroring the glamour of the space, the evening was accompanied by music from jazz band, Fleur Seule, letting us all reminisce about a time when New York was filled with the very enchantment the night put forth.
The Little Things
At first glance, one of the most striking attributes of the store, aside from the watches and jewelry, are the design elements. From coffee table books by Assouline, one-of-a-kind art, and an eye-catching solid marble table that had to be lifted in via crane, no detail was too small for the Bucherer Team.
Aside from the finishes, every floor is complete with a bar; the main floor features beer from the only Manhattan brewery, Torch & Crown. While the top floor has an IWC Big Pilot’s bar directly behind an impressive display of the brand’s vintage and modern models, and the basement bar features wines curated by Sotheby’s.
Aside from the wine curation, one must visit the basement to see the museum-worthy art and a treasure trove of Bucherer pre-owned pieces. With customers being allowed to open drawer upon drawer of pre-owned watches, giving new meaning to an immersive experience. The new store offers clients an ambiance far closer to a member's only club than a watch boutique.
Brave New (Bucherer) World
With many new watch stores opening throughout New York this fall, Bucherer has undoubtedly ushered in a new kind of buying experience that sets the standard, a very high one at that, for those to come.
Bucherer Time Machine is now open at 12 E 57th Street, New York, NY.
Images Credit: Courtesy of Tourneau | Bucherer, other sources mentioned)
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