League Of Its Own

From its spectacular double win at the 2022 Grand Prix d’Horlogerie de Genève to the introduction of new horological icons, Hermès has truly come into its own as a fine watchmaking maison. Hermès Horloger CEO, Laurent Dordet, ruminates on the importance of being different.

- Celine Yap

IT’S ALWAYS A special moment when Hermès cuts the ribbons to a new boutique. At the opening of its New York flagship, the excitement could be felt not just inside the store but all around the neighbourhood. In full-fledged celebratory mode, the maison took its festivities to the streets, closing offseveral buildings and roads around Madison Avenue, and taking over parts of the main thoroughfare for a jaunty block party themed Love Around The Block.

For one night, 706 Madison Avenue and its surroundings were transformed into a vibrant musical set. The show started in the store, moved to an outdoor stage, before finishing with a final act at the maison’s former location across the street. A cavalcade of food trucks lined each venue, serving iconic New York street food, from mouthwatering tacos and hot dogs to small bites and sharing plates. In a nutshell, it was the full New York experience done the Hermès way. The maison just has a knack of offering something refreshing and unexpected.

Back at its new 1,881sqm store, Hermès was in its element. Fashion, leather, silk, beauty products, watches and jewellery for both men and women were housed under one roof. At the same time, it portended a gainful new opportunity for Hermès Horloger, the maison’s timepieces division.

With a significantly larger space, the 706 Madison Avenue boutique has a greater incentive to carry a wider range of products, such as timepieces, as opposed to just stocking crowd pleasers, such as leather, silk and homeware. And with Hermès timepieces gaining ground in luxury watchmaking, this new store could not have come at a better time.