In Miami’s Design District, Watch Boutiques Set Up Shop

© Moris Moreno

Over the past few years, the destination has become a mecca for watch collectors.

As any recent visitor can tell you, Miami’s Design District is booming. A posh luxury shopping mecca where there once was none, the Design District is becoming a destination for high-end watch connoisseurs in particular. More than a dozen watch brands have unveiled lavish boutiques here, from Tag Heuer to Parmigiani Fleurier, IWC, Rolex, and Bulgari among others—and more are slated to open this year, including Jason of Beverly Hills, Officine Panerai and Harry Winston. In the past week alone, both German luxury watch brand A. Lange & Sohne, and Swiss haute horology brand Jaeger-LeCoultre, celebrated grand openings.

On Wednesday March 4, A. Lange & Sohne unveiled its new 1,000-square-foot boutique—the brand’s 14th store worldwide—with global executives, watch collectors, and press in attendance (140 NE 39th St., Suite 107; 305-908-4420). The space features dark furniture, vitrines with its finest timepieces on display, and a beautifully appointed library at the back for comfortable viewing of its German-made timepieces. In his opening speech, Wilhelm Schmit, CEO of A. Lange & Sohne said, “We are proud to be at the design district, where luxury, art, and time come together in one destination.”

Right next door, Jaeger-LeCoultre also opened an exceptional 1,000-square-foot boutique (140 NE 39th St., Suite 106; 305-908-3660). Designed in light brown woods, the space features a front rotunda area for presenting the latest collections—currently including the Duomètre and Geophysic lines—and a library setting in the back. The walls in the space are adorned with black-and-white photography that captures the sprit of the brand’s iconic Reverso polo roots, and a selection of the historic Reverso watches—which got their start in 1931 thanks to requests from polo players for a watch that could be worn in play—are on display throughout the store. Echoing this celebration of the brand’s history, famed Polo player Eduardo Novillo Astrada and his wife Astrid Munoz were guests of honor at the grand opening; Eduardo Fagliano of the Argentina-based Casa Fagliano polo boot maker family, who work with Jaeger-LeCoultre on specially made Argentina leather straps for the Reverso line, was also in attendance.

But this is only the beginning for the District and its newest set of patrons. By year-end, it’s estimated that the area will be home to more than two-dozen brand boutiques. With this many storefronts, it’s only a matter of time before it becomes the region’s timepiece capital.