The UK watch retailer Watches of Switzerland has recently opened two new boutiques: one in  New York and another in Las Vegas, along with a Breitling and Omega boutiques.

Considering that the company has also recently acquired 17 jewelers stores in South Florida and Georgia, a Rolex Boutique in Las Vegas and an upcoming second boutique of Watches of Switzerland set to open also in New York next year, we can certainly tell that the British watch retailer is gaining relevant ground in the USA.

Both the boutiques in New York and Las Vegas have had their design taken care of by the New York-based architecture firm, MNA. However, the visuals of both of these establishments couldn’t be more different.

You may also like: A look at Panerai’s latest limited edition Luminor watch

Located in Soho the New York boutique has the feel of many buildings in the neighborhood, retaining many of the original building’s features, among them the tin ceiling, its wooden support columns and also the exposed brick walls. There are new elements added such as the wood floors all over the space, an in-house cocktail bar, a library filled with collectible watch books and a collection of photographic artworks.

You can also read: Check out Jony Ive and Marc Newson’s all-diamond ring

The Las Vegas boutique, on the other hand, has a look more in touch with traditional luxury environments, a look that matches the aesthetic of the Wynn Las Vegas resort where it’s located. Inside the walls and floor of the store have a light color intended to contrast with the individual brand stations all around the division. All of these elements can be seen through the boutique’s glass door. There is even a multicolored centerpiece within this exposition that consists of a large Panerai Luminor Marina clock.