In New York, CAPELO and MNA designed the Watches of Switzerland flagship at 60 Greene Street, in the heart of SoHo. The project occupies more than 8,300 sq ft across two floors, introducing the British luxury watch retailer into a historic cast-iron building dating from the 1880s.
The interior establishes a dialogue between contemporary luxury retail and the architectural character of the existing building. Original features remain clearly visible, while a restrained palette of materials provides a coherent setting for the different watch brands and functions distributed throughout the store.
A two-level flagship within SoHo’s historic fabric
The main retail floor extends behind a 30-foot-wide street frontage and retains several elements that define the character of the historic interior: original cast-iron columns with decorative capitals, exposed brickwork, oak flooring and decorative tin tile ceilings.
Polished plaster surfaces, blackened steel architectural details and stainless steel display fixtures are introduced alongside the existing materials, creating a contemporary layer without concealing the identity of the building.
The material palette also provides continuity between the different branded environments, allowing each area to retain its individual identity while remaining part of the overall interior.
Branded boutiques and shop-in-shops shape the retail layout
The main floor accommodates three dedicated boutiques for Rolex, Patek Philippe and Cartier, together with shop-in-shop areas for other watch brands.
Blackened steel-framed glazed partitions define the individual boutiques while maintaining visual connections across the floor. This approach allows the different brand environments to be clearly identified without fragmenting the overall perception of the space.
Additional shop-in-shop units and display systems are arranged around the perimeter, while the central area remains more open and directs circulation towards the staircase.
The layout therefore balances the identity requirements of individual watch brands with the architectural coherence of a multi-brand flagship.
A staircase connecting retail and hospitality
A staircase combining blackened steel and oak connects the main retail floor with the lower-ground level. Rather than functioning simply as vertical circulation, it becomes an architectural transition between two different atmospheres within the store.
A feature wall incorporating digital content, books and accessories accompanies the route downstairs, extending product presentation beyond conventional watch displays and introducing the more informal character of the lower level.
A cocktail bar on the lower-ground floor
The lower-ground floor shifts the emphasis from conventional retail towards hospitality and longer dwell times.
Its focal point is a cocktail bar designed in partnership with Death & Co., with an oak and marble counter complemented by brass and woven leather details. Lee Broom pendant lights and a decorative tin tile ceiling reinforce the relationship with the historic character of the building.
Exposed brickwork, timber flooring and darker finishes create a more intimate atmosphere than the main sales floor, while maintaining continuity with the material language used throughout the flagship.
The lower level also accommodates additional shop-in-shop areas, a dedicated service and repair consultation space and a counter for watch straps and accessories.
Material, display and the existing architecture
One of the defining aspects of the project is the relationship between the historic structure and the contemporary retail system.
Cast-iron columns, exposed brick, timber floors and decorative ceilings are not treated simply as a backdrop. They interact with display cases, glazed partitions, furniture and lighting to establish a layered interior in which the original architecture remains legible.
Watches of Switzerland in SoHo thus combines luxury watch retail, customer services and hospitality within a single spatial sequence, using material continuity and changes in atmosphere to connect the different functions while preserving the architectural identity of its New York setting.
Client: Watches of Switzerland
Architectural and interior design consultancy: CAPELO & MNA
Lead consultant / project manager: Watershed Partners, Inc.
Services consultant: Rosini Engineering
Main contractor: Shawmut Design & Construction
Millwork contractor: Norclair
Location: New York City, USA
Photo credit: Peter Murdock
by AN Shopfitting Magazine no.150 ©