Zenith will exhibit a selection of its vintage pilots watches at the Watches of Switzerland Hudson Yards location in New York from August 8 until September 10. The exhibit is meant to celebrate the watchmaker’s new Pilot collections, which debuted earlier this year during the Watches and Wonders watch fair in Geneva.
A Zenith military pilot watch circa 1928-1930.
At the Watches of Switzerland Hudson Yards store visitors will find six Zenith Pilot heritage pieces alongside Zenith’s new Pilot collection, which includes stainless steel and ceramic three-hand automatics and flyback chronographs.
A Zenith Chronographe Cairelli Type CP2 from the 1960s.
Zenith will display an impressive selection of historic aviation watches, including the Dashboard Altimeter (1910s), Pilot Wristwatch (1928-1930s), Chronograph Tipo CP2 (1968-72), El Primero Pilot-Diver (1972), El Primero Rainbow Fly-Back (1997), and El Primero Pilot Big Date Special (2010).
An altimeter from 1910.
Collectors are likely aware that Zenith registered the trademark “Pilote” in 1888, followed by the English “Pilot” in 1904, which allowed the brand to exclusively use the word on its dials.
A new Zenith Pilot Chronograph in steel.
Zenith watches were worn by Louis Blériot, who made history by accomplishing the first flight across the English Channel in 1909.
Watches of Switzerland will host an exhibition the 2022 Grand Prix d’Horlogerie de Genève (GPHG) award-winning watches for three days at its New York SoHo location at 60 Greene Street.
MB&F took home the coveted Aiguille d’Or award, the GPHG 2022 top prize, for its Legacy Machine Sequential EVO.
The exhibition will be open to the public starting Friday, December 2 through Sunday, December 4.
Watches of Switzerland says it will host the tour to promote the art of watchmaking.
The Chronomètre FB 2RSM.2-1 by Ferdinand Berthoud. won the 2022 GPHG Mechanical Exception Watch Prize.
Often called the Oscars of the watch industry, the GPHG has previously honored the year’s winners at locations in Dubai, London, Moscow, Paris, Singapore, and Vienna. The upcoming exhibition at Watches of Switzerland marks the first such exhibition in New York.
The Bulgari The Octo Finissimo Ultra is the winner of the GPHG 2022 Audacity prize.
For more details or to make an appointment, which is encouraged but not required, see the Watches of Switzerland site.
Watches of Switzerland has acquired the stores of three of the country’s leading watch retailers, including Ben Bridge (at the Mall of America), Timeless Luxury Watches in Plano, Texas, and the Betteridge boutiques in Greenwich, Vail and Aspen. The Palm Beach Betteridge boutique remains under the family’s control.
The acquisitions are part of British-based Watches of Switzerland’s ongoing expansion since entering the United States in 201 and builds on the group’s already large global network, including Watches of Switzerland, Analog Shift, Mayors, Mappin & Webb and Goldsmiths.
Betteridge in Greenwich.
“Since the acquisition of Mayors in 2017, followed quickly by the opening of Watches of Switzerland SoHo, The Group has shown its acute command of the U.S. market and deep understanding of its discerning and diverse consumers,” says David Hurley, executive vice president of The Watches of Switzerland Group USA.
“As leaders in the industry, we understand the responsibility that comes with that role and look forward to expanding our team in North America while investing in the growth of each of these new markets and communities.”
The new Watches of Switzerland in Plano, Texas.
Watches of Switzerland says it will convert the Ben Bridge and Timeless locations into Watches of Switzerland boutiques, while the Betteridge locations in Greenwich, Vail and Aspen will continue to operate under their current name.
The Betteridge location in Greenwich will become the largest (by square footage) boutique operating under the Watches of Switzerland corporate umbrella. Terry Betteridge will take on an advisory role in conjunction with the three acquired locations.
Watches of Switzerland at the Mall of America.
“In many ways this seems like a return to our roots for Betteridge, with my family coming to the U.S. from England in 1892, bringing with them generations worth of metal working skills,” says Terry Betteridge.
With these five acquisitions and the opening of Watches of Switzerland in Kenwood, Ohio, The Watches of Switzerland Group will add seventy-five personnel through retention and new hires.
Watches of Switzerland and Grand Seiko invite collectors to check out, online or in-person, the largest collection of Grand Seiko timepieces in the world at an exhibition space on Spring Steet in New York’s Soho neighborhood, just a few blocks from the Watches of Switzerland Soho boutique.
The watchmaker and the watch retailer have teamed up to launch the Nature of Time Experience, a gallery style display of new and rarely seen Grand Seiko watches alongside eight immersive and educational areas where guests (online and in-person) can learn about Grand Seiko craftsmanship.
The gallery, at 119 Spring Street, displays all Grand Seiko boutique collections, including the recently released Watches of Switzerland exclusive Toge Special Edition GMT, the complete Grand Seiko Nature of Time Collection, limited edition sixtieth anniversary pieces, and – in a U.S. exclusive – rare Grand Seiko watches made exclusively for the Japan market. All watches showcased at The Nature of Time Experience are available for purchase.
The Grand Seiko Watches of Switzerland exclusive Toge Special Edition GMT.
With special high-tech exhibits, the Nature of Time Experience will offer visitors the chance to learn how Grand Seiko designs and manufactures its mechanical, quartz, and Spring Drive movements.
Four ‘seasons’ from of the Grand Seiko Heritage collection.
“We’re extremely proud to open The Nature of Time Experience for Grand Seiko clients and all watch enthusiasts in the heart of New York City,” says Brice Le Troadec, president of Grand Seiko Corporation of America. “We are passionate about ‘redefining retail’ by creating this immersive, personalized, and safe experience for the watch collecting community.”
Grand Seiko explains that it designed the Nature of Time Experience to recall “the fleeting beauty of the “sakura” cherry blossoms. Based on the ancient Japanese philosophy of mono no aware – appreciate the beauty of ephemeral things – sakura season inspires celebration as well as contemplation.“
The exhibit’s Takumi Lounge, open later this summer.
Later this summer visitors will also be able to visit a bar at the exhibit called the Takumi Lounge, which Grand Seiko designed in true Ginza-style.
The gallery is at 119 Spring Steet and now displays all Grand Seiko boutique collections,and much more.
The exhibit space is located at 119 Spring Street in SoHo and is open through the end of September. The Nature of Time Experience is open to walk-in visitors, but reservations are highly encouraged due to limited capacity. Masks and social distancing will be required.
