Watches of Switzerland, Soho
Project - Watches of Switzerland, Soho
Location - Soho, New York
Product Used - Portland | BPF19/1612/180
Photographer - Peter Murdock
Havwoods’ Portland flooring from the Henley Collection brings warmth, character, and rustic elegance to the 8,000 sq ft Watches of Switzerland flagship showroom in Soho, New York.
The Watches of Switzerland flagship showroom in Soho reimagines luxury retail as a destination. Spanning 8,000 square ft, the showroom brings together an unparalleled selection of timepieces from over 15 leading brands, alongside a special curation of vintage watches. Guests can explore the collection, unwind at the in-house cocktail bar, browse a library of collectible watch books, and enjoy an evolving gallery of photographic artwork.
Design Vision
The brief called for a setting that felt both elevated and welcoming, where craft and character would frame every interaction. Materiality was central to achieving that balance. The palette blends metals and glass with warm, tactile surfaces that signal quality without overshadowing the watches themselves.
Flooring That Grounds the Experience
To anchor the space, we supplied Portland from our Henley Collection. Selected in character grade with a warm auburn tone, Portland introduces a refined, rustic sensibility that complements the boutique’s contemporary detailing. Character grade texture adds depth and authenticity, softening the scale of the large-format floor plan. Auburn warmth creates a welcoming glow that pairs naturally with brass accents, leather seating, and book-lined walls. Henley performance ensures durability under heavy footfall while maintaining a luxurious, hand-finished look worthy of a flagship.
