Ulysse Nardin's New Pop-Up Shop Takes You on a Virtual Tour of Its Intricate Watches

In the watch industry, it's the summer of pop-ups Ulysse Nardin is the latest Swiss watchmaker to announce a temporary retail presence, this one at the Watches of Switzerland boutique in Manhattan's Soho neighborhood, open now through September Home to the brand's major talking pieces-including the limited edition Freak X with marquetry dial, the Freak Vision in rose gold, the full range of the Skeleton X and the Marine Mega Yacht, a $310,000 platinum timepiece whose features echo the design of a luxury yacht-the pop-up is centered around a number of tech-centric experiences powered by the brand's exclusive Leap Motion software.

"We are excited to bring Ulysse Nardin to life with this immersive pop-up," François-Xavier Hotier, president of Ulysse Nardin Americas, said in a statement The 8,000-square-foot Watches of Switzerland boutique on Greene Street in Soho opened last fall, marking the British retailer's first flagship store in the U.S The Ulysse Nardin pop-up is located on the lower level of the boutique, next to the library and a full-service bar curated by Death & Co.

"The decision to partner with Ulysse Nardin, a brand that is always pushing boundaries, was an easy one for us," David Hurley, executive vice president of Watches of Switzerland Group USA, said in a statement The Ulysse Nardin pop-up opens on the heels of ARcadium, a retail pop-up at New York City's Hudson Yards, featuring immersive tech experiences provided by eight watchmakers owned by the Richemont group Also open this month: Bulgari's interactive Octo Lounge pop-up at Westime in Beverly Hills. Source