Hublot Just Opened Its Tallest Store in the World on Fifth Avenue

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Hublot has all of the reasons to celebrate this week. On Tuesday, the Swiss watch brand introduced its largest flagship in the US and the tallest in the world to Fifth Avenue with a man and a woman suspended above the neighboring Louis Vuitton store dancing their way down the building. After that, the real show started: CEO Ricardo Guadalupe and two notable brand ambassadors — Olympian sprinter Usain Bolt and soccer legend Péle — cut the ribbon, signaling the store was officially for business.

Architect Peter Marino designed the building to mimic the appearance of a timepiece's wristband, using LED lights, black aluminum panels, granite-colored furnishings, and stainless steel fixtures to expertly blend luxury and innovation. To enhance the latter, there's a virtual "book" in the store's window whose pages give passersby a look into the brand's legacy.

The boutique will sell Hublot's full range of watches, including its newest style that honors Bolt, as well as its all-black collection that celebrates its tenth anniversary this year.