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Girard-Perregaux Brings "Watches for the Few" to Madison Avenue

GP under construction last summer
GP under construction last summer

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219-year-old Swiss watch company Girard-Perregaux just opened its first US store on Madison and 63rd Street. The boutique is a cool, sleek box—only 900 square feet, but with 16-foot ceilings. And in a twist on the store-within-a-store concept that seems so popular all of a sudden, a smaller glass box within the shop houses a skilled watchmaker who can answer customer's questions. All this understated luxury doesn't come cheap: Girard-Perregaux's inventory goes for $10,000 to $500,000. That might explain why the brand's motto is "Watches for the few."
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701 Madison Avenue, New York, NY