Ask anyone at the helm of a watchmaking brand—or even dealers and auction houses—and they will tell you Miami is becoming an increasingly important market. The Design District, developed by real estate mogul Craig Robins, has quickly become the center of luxury in the city and in addition to the myriad of fashion and jewelry brands you will find seemingly every major watch brand represented. Christie’s recently opened a new office and event space in the area. Now, Vacheron Constantin, which first opened shop in the Design District in 2015, opened a larger, more expansive space in the neighborhood. Located at 114 Northeast 40th Street, it now marks the watchmaker’s largest boutique in the U.S.

To celebrate the opening, the company hosted a full house Tuesday evening with collectors like Lex Borrero, dealers such as Mike Nouveau, Phillips‘ Paul Boutros, and a slew of celebrities from Love Story’s Paul Anthony Kelly to supermodel Tyson Beckford and polo star Nacho Figueras. Guests mingled around the offering of Overseas models, rare Les Collectionneurs vintage pieces, and a Cabinotiers salon where one-of-a-kind pieces are on display—to name just a few of the watchmaking highlights. But beyond the watches, what immediately catches the eye upon entering the space is a floor-to-ceiling wall covered in live local greenery. It sits just beneath a sizeable skylight, which Vacheron Constantin North American brand president, Alexander Schmiedt told Robb Report was particularly important to incorporate not only for the atmosphere but also because natural light is important to watchmakers. “In the watchmaking factory, it’s traditional where we always have this big window facing east, so we have natural daylight,” he says. “That’s the best light for watches.”

The light-filled atrium will be a space where clients can kick back and relax, try on watches, and have a coffee. It will also serve as a gallery where work from varying artists will be on rotation. Currently on display is a massive piece by French graffiti artist Pablo Tomek. (Art is an important part of Miami culture—naturally with Art Basel, but also Robinson, the founder of the Design District, is a well-known art collector.) Just beyond, on the right is a space where the watchmaker will sit working on repairs and talking with clients, while just across the room is an interactive touch screen with the brand’s digitized archives where enthusiasts can learn about the history of the brand. Beyond the vitrines of watches that weave throughout the space is another enclave with banquette seating to also be used for appointments.

The second most eye-catching feature of the space is the spiral staircase, which naturally leads VIPs to private appointment areas. One of the spaces is serenely accented in all white and features rounded paneling that can open or close depending on the client’s preference for privacy. “The doors were one of the biggest nightmares in the construction—to get them functioning and to get them approved,” Schmiedt says. “But you can actually open them to a beautiful daylight view out to the street.” The space will also be used for watchmaking classes. The walls were kept white so that images could be projected onto the wall during classes or for parties.

And the space, in true Miami style, is definitely built for entertaining. A round bar on the second floor sits beneath Art Deco-style lighting framed in a stunning gilded cage structure. In an adjacent room is a lounge space with emerald panels, oak bookshelves and velvet couches. It is one of five private spaces on the second floor.

One certainly gets the feeling that no detail was spared in the design of the space. Schmiedt says concepting for the look of the space began as early as January of 2024 and was conceived by Vacheron Constantin’s internal design team. But finding the space was no easy feat. Despite the fact that the brand was one of the earliest to open shop in the Design District, planning for a bigger space began four or five years ago, according to Schmiedt. “To find the right location, the right size and the right spot, takes some time,” he says.

More than just a store, the space is meant to be a gathering place. “It’s really about client care,” Schmiedt emphasizes. “Each boutique should be like an embassy of Vacheron Constantin. We speak a lot about experiences, but why is experience so important? Because it allows you to build a relationship with clients.” Those personal relationships seem to be paying off. The brand has been building momentum in collector circles and the Miami boutique is one of 14 in the U.S. Its size and design are certainly impressive and it speaks volumes about the brand’s current direction.