Swiss watch manufacturer Girard-Perregaux continues its expansion by opening a new boutique in Manhattan’s Madison Avenue, their first in America and eight worldwide.

This new boutique is housed in New York’s famous Leonori building, which sits between 62nd and 63rd street. The 701 Madison Ave address is known for being the home to many prestigious luxury brands. The architectural concept for the new flagship is taken directly from the brand’s first boutique – which opened in 2004 in Gstaad, Switzerland – with a few changes to fit the New York atmosphere.

Built in 1902, the Leonori building was named a city landmark, and is part of the Upper East Side’s Historic District. The 13-story limestone clad building also features 67 apartments above its three-story rusticated limestone base, a marquee side street entrance with walk-up lobby, and has arched windows. Known for being one of the most elegant buildings in all of Manhattan, it was designed by Buchman & Fox and was leased immediately to Charles L. Leonori, the building’s namesake. The original lobby did not feature retailers until 1922, when Jardine, Hill & Murdoch re-designed it with Ionic pilasters; New York Times writer Christopher Gray called it “the best work of its type on the avenue.”

With the unveiling of Girard-Perregaux’s new models – headlined by the its latest edition of the Tourbillon with Three Gold Bridges – at January’s SIHH, the new boutique provides a fitting setting.

-Affluent Page

[Gerard-Perregaux]