An overwhelming sense of openness and an intense experience. What does Vacheron Constantin's flagship store aim for?

Vacheron Constantin's flagship store, the Vacheron Constantin Ginza Flagship Store, opened in Ginza, Tokyo on December 5th. Why did the store choose to locate in the Ginza area, where there are many Vacheron Constantin retailers? Let's take a look at the role the store plays and its appeal.

Flagship store opened in Ginza 4-chome

　Vacheron Constantin opened a new boutique, the Vacheron Constantin Ginza Flagship Store, in Ginza 4-chome on December 5th. Many watch enthusiasts will know what it is when they hear that it is located in the same place as the former Ginza Tenshodo flagship store (Tenshodo Building).

　This flagship store was opened in the Ginza area, where many stores selling Vacheron Constantin are located, including the boutique "Vacheron Constantin Ginza Store" located in Ginza 7-chome along Chuo Dori, "Hour Glass," "Nissindo Ginza Flagship Store," and others. Let's take a look at the role of the Vacheron Constantin Ginza Flagship Store and its appeal.

1st floor: A space decorated with art by Sugio Yamazaki and natural light

　What surprises you upon entering the Vacheron Constantin Ginza flagship store is its brightness. Built on the corner of the intersection where Harumi-dori and Ginza Renga-dori meet, the boutique receives plenty of sunlight during the day. Ginza 4-chome is lined with tall buildings, but the boutique faces the large Harumi-dori street, and with the Ginza 4-chome intersection just a few dozen meters away, there are no buildings to block the sunlight.

　This can be seen in the image above. This photo was taken just after 10:00 AM, when the sun had fully risen. The Ginza store opens at noon, meaning the boutique is bathed in sunlight from the time it opens until the sun sets.

　Taking advantage of this great location is the large glass panel facing Harumi-dori Street. The store's interior is filled with natural light, and the marble floors, wooden fixtures, and paper-cut art by illustrator Yamazaki Sugio combine to create a bright and decorated interior. Many luxury watch boutiques, including the existing Vacheron Constantin Ginza store, tend to be designed so that the interior cannot be seen from the outside, in order to emphasize an exclusive atmosphere. Considering that the interior of the store typically has a subdued color scheme and dim lighting, this is a bold design that has never been seen before.

　This bright interior, with natural light streaming in, is not just unusual, but also offers a major benefit to customers. It allows them to clearly see the color of the watch. The color of a watch case or dial often looks different depending on the type of lighting or sunlight. In a boutique with such abundant natural light, customers can check the color as close as possible to how it will look in an actual wearing situation.

　There is one more point of interest on the first floor of the Vacheron Constantin Ginza flagship store. That is the area near the glass wall that sells the Métiers d'Art collection. Amazingly, there are four pieces from the Métiers d'Art collection on display and for sale here at all times. I never imagined I would be able to see four Vacheron Constantin Métiers d'Art watches from this close up. It's an initiative that can only be found at a flagship store.