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Frey Wille Makes a Splash on Madison Avenue

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Yesterday, we heard that Viennese fine jeweler Frey Wille had opened their NY flagship on Madison Avenue. Today, WWD has more. The store's modern fixtures will showcase the complete range of products from the jeweler, including baubles, accessories and watches. The 900-square-foot space, which is being subleased from former tenant Furla, marks Wille's second flagship in the US—they opened a spot in Santa Monica in 2005. But while this may be only their second American hub, the brand currently has a total of 85 boutiques across the globe.

CEO Frederich Wille had his heart set on NYC due to its tough-love approach to new businesses. He said, "I consider New York, and America in general, the most difficult market for anybody who comes from abroad, and it's the highest-risk market.?Any investment needs to be thought through. It's like a coronation of our worldwide city. It's the most difficult, but probably the most important." We wish him luck, and hope he has a high tolerance for whale jokes.—Yale Breslin
· Madison Avenue Opening Report: Brooks Brothers, Frey Wille, Kors [Racked NY]
· Frey Wille Opens in New York [WWD, subscription req'd]
· Frey Wille [Official Site]

Frey Wille

727 Madison Avenue, New York NY