711 5th Avenue NY | Breguet Watch Store

711 Quinta 5ta Avenida Nueva York Breguet

Even though the Wempe watch store is a block away, this Swiss watch maker still wanted to make its presence felt among shoppers on Fifth Avenue, explaining the existence of this small 3,500 sq. feet store, which it moved into at late 2010 — near the now-defunct “Disney Store”.

This store features a special exhibition space that allows visitors to experience an interactive virtual tour of the Breguet manufacture located in Switzerland. The boutique is a superb showcase of original features to welcome breathtaking displays of impeccably finished timepieces. Both sales areas and exhibition space share the contemporary spirit of an original décor highlighting the brand’s corporate colors. The ground floor is reserved for product display and sales while the first floor houses Breguet’s historical heritage.

The boutique’s decoration scheme focuses on the quality of its constituent materials and the refinement of its decorative details. The choice of materials stemmed from a study of Breguet timepieces. Selected historic designs served as aesthetic references. Gemstone-like blued glass in the front windows, represents the blue enamel of Empress Josephine’s pocket watch and the play of light and shadow engraved gold patterns. Spatial partitioning draws its inspiration from the elliptic patterns abounding in Breguet’s own work, resulting in sinuous shapes and surfaces accompanying visitors throughout their time in the boutique.

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