British luxury watch retailer Watches of Switzerland is popping up in New York City’s favorite summer playground, the Hamptons.
The retailer is debuting a pop-up shop inside a customized mobile Airstream that will begin its Hamptons tour in Montauk, N.Y., July 1 (closing for the season Aug. 31).
The fully renovated trailer, designed by Pittsburgh-based Midland Architecture, will stock Swiss-made timepieces from brands including Breitling, Grand Seiko, MB&F, Omega, Analog Shift, TAG Heuer, and Ulysse Nardin. The Airstream’s interiors were dismantled and rebuilt by Ohio-based Elmwood Custom Goods, which crafted custom wood floors, cabinets, and bespoke fixtures for the roving store.
The shop kicks off its first weekend at Montauk’s Surf Lodge, before rolling over to nearby Gurney’s Star Island for a residency. It will also pop up at notable Hamptons events and locations throughout the summer.
The company shared in a statement that it’s also planned a series of activations with a few brand partners “in and out of the watch world.” One such collab is with men’s clothing brand Noah, which created the outfits for the pop-up’s sales staff.
Supporting the summertime pop-up is a new company-wide advertising campaign entitled “Anytime. Anywhere.,” which introduces an elegant short film of the same name, conceptualized by Watches of Switzerland creative director Jay Gullion. In it, the filmmakers capture nine men in the midst of adventurous and intellectual pursuits wearing a curated selection of Swiss timepieces in beautiful settings.
There’s Lil Buck, a dancer from Memphis, dancing through a crosswalk in NYC wearing a Grand Seiko Shōsho model; Riley Harper, a Hollywood stuntman, roaring through the Salt Flats in Twentynine Palms, Calif., on a motorcycle, modeling Breitling watches; Chang-Jin “CJ” Kim, an award-winning mechanical and aerospace engineer in a space suit and an MB&F HM10 Bulldog watch; and surfers Kai Lenny and Ridge Lenny catching waves in Maui, clad in TAG Heuers—among others.
David Hurley, executive vice president of the Watches of Switzerland Group, said in the same statement that Anytime. Anywhere. “beautifully captures that indescribable feeling of owning a fine timepiece while living an uninhibited life. This is also a powerful vehicle for us to connect with a new group of watch lovers and show them how we do things differently.”
Top photo: Inside the Watches of Switzerland Airstream pop-up shop (courtesy of Watches of Switzerland)
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