Ulysse Nardin is getting a breath of fresh air! The doors of 10, quai du Général-Guisan opened on the new Ulysse Nardin flagship store last Thursday: a completely new space measuring 2000 square feet, entirely dedicated to the Maison's collections. Located in Geneva, the capital of prestige watchmaking, this new storefront promises to be the key boutique of the Le Locle-based brand, with a new contemporary architectural concept entrusted to architect Bertrand Fairerol, founder of BF RETAIL DESIGN & ARCHITECTURE in Paris and London. Without being too literal, the sea is invited into the heart of this bright and airy project by playing up the concepts that evoke it. Like a slice of a panorama, the new Ulysse Nardin store concept follows a natural order: the sea below, the sky above, and the horizon that separates them.

Two years after Patrick Pruniaux took up the helm of the company in September 2017, Ulysse Nardin is still riding the wave of modernity: new life has been brought to the brand through the new crown jewel of its boutiques, in the heart of a historic building and just a few steps away from the bustling Rue du Rhône, an area housing the stores of the biggest names in luxury. While Ulysse Nardin has operated a store in Geneva since 2000, it goes without saying that this new address will be a complete 360 for the brand. As a matter of fact, together with the Moscow and Shanghai stores, the Geneva boutique is Ulysse Nardin’s most important to date and the only one in Europe for the moment to feature this new architectural concept.