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Hublot opens Fifth Avenue store

By Kristopher Fraser

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Retail

Hublot has opened a new store at 743 Fifth Avenue, because one store just isn't enough for them. The new location is just a short distance away from their 62nd Street and Madison Avenue location. The idea behind this though is that the two stores will attract very different customers.

According to chief executive officer Ricardo Guadalupe, Madison Avenue is a store more for people who know the brand, while the Fifth Avenue location is more for tourists. The new 1500-square-foot location is Hublot's largest store in the United States. The store and building were designed by Peter Marino.

Marino was quoted telling WWD that “The brand is moving fast and the design is about speed.”

Hublot opens new location at 743 Fifth Avenue

The black facade outside was inspired by one of the brand's watches. The black aluminum panels rise 70 feet and are lit with LED lights.

As for the interior design of the store, there is black lava stone with wood floors, leather furniture, and steel fixtures. There is also a display with virtual turning pages, intended to be a type of book about Hublot's history. Earlier this month, the store had a "soft" opening.

Since the store has opened, they are seeing an average of about 80 visitors per day, and sales are exceeding expectations. The store design for this new unit is expected to be used at the rest of Hublot's stores. The company currently operates 80 stand-alone stores, 12 of which are in the United States.

Hublot