Tourneau Debuts Redesign, Plans New NYC Flagship

New York City–based watch retailer and brand Tourneau has reopened one of its signature store locations—following a major renovation and redesign that will serve as a template for all future Tourneau retail locations.

The company, which operates 33 multi-brand Tourneau stores in the U.S., revamped its Roosevelt Field Mall location in Garden City, N.Y., to reflect “a dramatically upgraded environment in terms of finishes, materials, and mood,” says Ira Melnitsky, CEO of Tourneau.  

The store has always been a top performer for the company, Melnitsky explains, and its proximity to corporate headquarters made it the natural choice for developing the new store concept. Tourneau execs were in and out of the space as it evolved, keeping tabs on which elements were working and which needed tweaking. 

Tourneau RED Special Edition watch, $1,950

The upgraded space features a multi-brand display area and individual shop-in-shops for Cartier, Omega, Tudor, TAG Heuer, Breitling, and Tourneau’s certified pre-owned selection. Rolex occupies the largest dedicated space.

Despite the hodgepodge of branding present in the store, Melnitsky says, “In terms of look and feel, it’s obviously a Tourneau store. We have our iconic clocks up, and there are common walls and ceilings and branding on the outside. We want the [various] brands to represent themselves in the store the way…they look globally. But it’s a healthy balance.”

The common decor includes stone, rich wood, and bronze accents, natural hardwood floors, and a “very significant and impressive lighting feature that runs down the center of the store, coming down as rows of chandeliers,” he says.

The CEO shared that the company will soon build out a new flagship store in New York City utilizing the new store concept. Set to open in 2015, the 3,000-square-foot unit will reside at 3 Bryant Park. 

The retailer’s Honolulu store is currently under renovation, which will include the addition of a second floor and will reopen in December. Following that revamp, the company’s Arlington, Va., location will move into a larger space and get the fancy new redesign at the Fashion Centre at Pentagon City mall.

“We were ready to go to the next place with the Tourneau retail concept,” says Melnitsky.

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JCK Senior Editor

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