Friday 16 September, 2011 - 09:50 AM EDT
Vacheron Constantin’s deep roots in New York make it the ideal place to open the first US boutique. It is the brand’s 28th boutique, following on from others such as Geneva (its birthplace), Moscow, Shanghai and Dubai. The location of the brand’s newest boutique in New York is a distinct historic location : the building, built in 1908, is the work of architect William E. Mowbrayand is reminiscent of the Palazzo Strozzi, a 15th century Florentine palace. Located on the southeast corner of Madison Avenue and 64th Street, it exemplifies the splendour of classic Italian art and expresses the brand universe in a truly exceptional location.
The choice of New York for the opening of a first Vacheron Constantin boutique in the United States is no coincidence, since this is a location carrying powerful symbolism. One hundred and eighty years ago, on September 17th 1831, Jacques Barthélémy Vacheron wrote a letter stating his intention to expand business to the US. Just one year later, in 1832, the company established its first agent in New York. By mid-century, business had taken off, helping Vacheron Constantin to take firm root in the United States and ushering in an era of close cooperation with New York.
The brand continued to grow and flourish in the 20th century. In the early 1900s, its timepieces could be found on the wrists of eminent personalities such as members of the Rockefeller family, Henry and William James, and Sydney Bechet. Archival records show that customized Vacheron Constantin timepieces were ordered by notable collectors as Henry Graves and James Ward Packard. The company took part in the New York World’s Fair in 1939. Presidents Harry Truman and Dwight D. Eisenhower each owned a Vacheron Constantin, and in the late ‘60s and early ‘70s, the brand was called upon to commemorate the first US expeditions into space. Reaching an exceptional milestone in 2005, Vacheron Constantin celebrated 250 years of history around the world with gala anniversary events held in 17 global cities, including New York.
The opening of the Vacheron Constantin boutique is all the more special thanks to an exhibition of remarkable historical timepieces related to the brand's American heritage. For the first time, the exceptional pocket watches of King Fouad, King Farouk and Mr. James Ward Packard will be exhibited together, alongside timepieces from the company's Museum in Geneva and private American collectors.
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