The exterior of the new TimeValle’e multi-brand watch store operated by The Kodak Group in the … [+] American Dream Mall in New Jersey.
TimeValle’e
The fate of luxury retail in America, especially as it pertains to watches and horology, has been in a state of flux over the past decade or so. Many brands have shifted from selling their fine timepieces via retail jewelry stores to opening their own mono-brand boutiques, operated in house. Some also recognize the importance of teaming with experienced retail partners for their mono-brand stores. Now, though, Richemont-owned TimeVallée brings the retail partnership to new heights in America—collaborating with local, family operated retailer The Kodak Group — to open its first American-based Swiss multi-brand luxury watch shopping destination.
In a rare one-on-one interview with Emmanuel Perrin, CEO of TimeVallée, he noted that the opening of this store was a long time coming. While America was on the radar for a while, finding the right partner and location (as Perrin calls it, finding the right white space) was key.
Emmanuel Perrin, CEO of TimeValle’e.
Richemont
Richemont’s TimeVallée started just about a decade ago, with its first stores in Asia. The idea was to create a luxury shopping destination, with top-notch client care, for Richemont to showcase many of its brands, sometimes even alongside non-Richemont brands. In all instances, these stores are operated by retail partners, not by the Richemont Group. As the TimeVallée concept grew, stores opened outside of Asia –fanning throughout Europe, the United Kingdom, the Middle East and elsewhere.
The TimeValle’e store in New Jersey is the company’s first USA location.
TimeValle’e
As of earlier this year, TimeVallée, with more than 50 stores in 14 countries, had yet to enter the American market. Now, after joining forces with New Jersey-based The Kodak Group, TimeVallée opened its first USA store this past July (with a grand opening event slated for late fall), in the American Dream Mall in East Rutherford, NJ.
One of America’s largest and most lavish malls, American Dream, a stone’s throw from New York City, is billed as the place where fashion, food, experiences and more come together. The malls boasts theme parks (think water parks, snow parks and even Nickelodeon), hundreds of iconic brand-name stores, and a luxury wing, called The Avenue, dedicated solely to the world’s most renowned brands.
In this wing, shoppers will find a glamorous champagne bar, sculptures and topiaries, a balcony beneath a canopy of string lights – all alongside glamorous retail stores. Cartier, Montblanc, Dolce & Gabbana, Hermes, Gucci, Rolex, Tiffany & Co, and a host of others draw the attention of the most elite shoppers.
TimeValle’e caters to customers with its selection of seven of the finest Richemont brands, offers … [+] an open, welcoming floor plan and even has a Time Cafe’ for drinks and small bites.
TimeValle’e
It is in this luxurious atmosphere that TimeVallée, operated by The Kodak Group, has opened its doors. The 2,540-square-foot luxury store was bult from the ground up, as no previous store existed in its space in the still-fledgling Avenue wing. The outcome is a deft blend of cream colors, generous waves and circular patterns that seem to ebb, flow and come together for an open and inviting feel.
There are no doors to walk through here; instead, the generous entryway spans about 15 feet, and the façade boasts meandering curved lines reminiscent of the Swiss mountains and valleys, but all in gold tones. One can easily enter to look at a single brand or peruse the entire selection of seven of the most prestigious brands that run the gamut from Vacheron Constantin to IWC Schaffhausen, Panerai, Piaget, Jaeger-LeCoultre, Baume & Mercier, and Roger Dubuis.
Each brand has its own representation, not just in selection of product, but also in terms of image and design that melds beautifully with the overall flow of the store. With a desire to offer personalized experiences for shoppers, TimeVallée boasts open spaces, lots of seating and even the Time Café’ for drinks and small bites.
Each brand has its own space and its own message within the TimeValle’e store.
TimeValle’e
“It took us a while to come to America because this is the biggest economy of the world. It’s the biggest market. America has always been a bit more mature and more qualitative, as well. You have fantastic stores throughout the US, so we needed to find a white spot where we could extend the reach for several maisons at once and do it with the right partner who is able to reach those pockets of clients that aren’t as reachable through existing stores,” said Perrin, noting that certain Richemont brands had already been working with The Kodak Group in its Hoboken store and there was very good rapport.
Once the partnership with The Kodak Group to open the TimeVallée store was established, the building of the store, from the ground up and according to the TimeVallée designs, took nearly two full years. As mentioned, the store opened in July as the first TimeVallée store, with plans to open another three stores over the next year or so already in the works. Additionally, says Perrin, TimeVallée just opened a store in Montreal – marking another country to call hom.
So, who is the client shopping at American Dream’s TimeVallée? It isn’t New Yorkers. According to Bradley Kodak, co-founder of The Kodak Group, “We’re getting a huge amount of clientele from Bergen County, which is one of the wealthiest counties in the state. And the traffic that we’re seeing here is very, very qualitative. So, we’re excited to attract these new customers.”
Another big draw to the TimeVallée store, in addition to the client care there, the American Dream mall’s reputation and the great location, is the fact that customers can experience multiple brands at different prices. As opposed to having separate salons for each maison, seven brands are all housed under the same roof here, says Perrin. The store is warm, welcoming and open and there is plenty of opportunity to bring clients back to experience another brand or event.
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Publish date : 2024-09-30 23:02:00
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