Bremont, the British luxury brand known for its aviation themed watches, is set to fly “across the pond” to open its first boutique in the US.
The company’s new store on 501 Madison Ave. (near 53rd street) will house 900 square-feet of retail space along with another 860 square-feet of space dedicated to a Bremont service center with trained watchmakers. The company said the new space will open in the early spring.
The store is laid out to tell Bremont’s story alongside that of its key partners. A framed Jaguar exhibit will sit alongside a hand-finished leather wall with a Bremont movement embossed on it. Its partnership with Boeing will be highlighted by videos on a transparent LCD screen along with a signature Martin-Baker ejector seat.
Bremont was founded in 2002 and its watches were first sold in the US in 2008. The company uses Swiss movements, assembled in the UK and placed inside UK-made cases. The company is in the process of building industrial capabilities for machining parts of movements at its headquarters on Henley-on-Thames, England.
“We saw New York, and more importantly Madison Avenue, as a really essential string to our North American bow and a fantastic brand showcase as we continue to expand our retail channel,” said Nick English, co-founder of Bremont. “The US is already a big market for Bremont with a large proportion of our military business hailing from there. Moving forward the US is a very significant and crucial part of the brand’s strategy.”
The interior space is being completely redesigned with the exception of the existing marble floor, which is being restored. The company boasts a “simple and elegant” design using black woods, chrome and leather.
The main displays in the front area of the store are framed in chrome and are incorporated into wood paneling. The front of the store will have displays dedicated to a Bremont core range, while the rear is a relaxed area dedicated to Bremont partnerships. Elements of the watches have been incorporated into the design with the fixture handles being modified straps and cabinet handles replicating Bremont’s barrel.
There will be a fireplace and seating area with a bespoke coffee table incorporating hundreds of Bremont watch parts, showcasing the complexity and number of components needed to produce a mechanical watch.
The new boutique also will enable the company to support its Bremont Adventurers Club in the US, where ambassadors and friends of the brand share their experiences with Bremont owners.
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