clock menu more-arrow no yes mobile

Filed under:

Tourneau's New Concept Store Revolves Around "Counterless Selling"

Racked is no longer publishing. Thank you to everyone who read our work over the years. The archives will remain available here; for new stories, head over to, where our staff is covering consumer culture for The Goods by Vox. You can also see what we’re up to by signing up here.

Image via WWD
Luxury-watch Mecca Tourneau is opening up a concept store today on Madison Avenue at 53rd Street, which isn't too far from its flagship store on 57th Street. This one, however, is a little different. WWD reports that the store is based around the idea of "counterless selling," which means that both customers and sales associates can access the counters on each side, making the whole process of buying a big Cartier watch a little less snooty.

The new store also has its own Rolex boutique, and carries over 30 brands of fancy watches, like Chanel, Harry Winston, and Franck Muller. Plus, the shop boasts a slew of video screens scattered throughout: There's an LCD video tower, a "discovery wall" with monitors that can display products or trends, and eight other video setups throughout the store. If that all sounds pretty high-tech for a 111-year-old watch company, keep in mind that the architects who designed the store, Eight Inc., are the same people who did the first 300 Apple stores.
· Tourneau Madison Avenue Unit Opens [WWD, subscription req'd]


510 Madison Avenue New York NY 10022