Swatch Group's Tourbillon Boutique For High-End Watches To Open In New York City
Until now, the only Tourbillon store in the US was located in Costa Mesa, just south of Los Angeles. The purpose of the store is to house the most luxurious brands and timepieces that the Swatch Group offers. This includes Breguet, Jaquet Droz, Blancpain, Glashutte Original, Leon Hatot, Omega, and Swatch (though I am not sure how the Swatch branded watches fit in as they are mainstream as opposed to luxury watches for the most part). The Tourbillon Boutique stores are not limited to watches with the expensive and complex tourbillon complications, but any of the firm's best timepiece offerings.
Questions arise as to why the Swatch Group is currently expanding during difficult economic times. My guess is that the US market has more promise in terms of expansion than Europe, while at the same time the Swatch Group is investing in the future when the economy will eventually bounce back. Lower real estate prices and the availability of labor makes it an enticing environment for market positioning once the demand for fine timepieces edges its way back up, once again.
Ariel Adams publishes the popular watch review site aBlogtoRead.com.