Swiss luxury watchmaker Longines has officially opened a new boutique in Soho, New York City, marking the brand’s first store in this iconic neighborhood. The move underscores Longines’ strategy to strengthen its direct-to-consumer presence in key metropolitan markets.
A Curated Luxury Experience
The Soho boutique showcases Longines’ full range of heritage-inspired and contemporary timepieces in an elegant and immersive setting. Customers can also access personalized services, including watch customization, repairs, and private consultations, catering to both collectors and first-time buyers.
“Opening in Soho allows us to connect more directly with our customers in one of the world’s most vibrant fashion and cultural districts,” a Longines spokesperson said. “We want to provide an immersive brand experience that reflects our craftsmanship and history.”
Strategic Retail Expansion
Luxury analysts note that Longines’ Soho opening aligns with a wider trend among premium watchmakers to balance online sales with experiential retail. Soho’s combination of high-end retail, art, and lifestyle culture makes it an ideal location for brands looking to engage consumers on a personal level.
Strengthening U.S. Market Presence
The new boutique joins Longines’ existing U.S. stores in Fifth Avenue, Beverly Hills, and Miami. The Soho location allows the brand to attract local collectors, international visitors, and fashion-conscious consumers, reinforcing Longines’ reputation as a heritage-driven yet modern luxury watchmaker.
Through this expansion, Longines continues to invest in customer engagement and direct retail experiences, strengthening its position in the competitive U.S. luxury watch market.
