TOURNEAU at 510 Madison

The new TOURNEAU concept store at 510 Madison is specifically designed to make the process of watch-shopping interactive and accessible. Through curated displays, educational tools, expert assistance and technological innovation, Tourneau helps customers discover the remarkable world of fine timepieces. Over 30 exceptional brands are presented, and the space boasts New Yorks first freestanding Rolex boutique showcasing a fantastic selection of Rolex timepieces.

The new TOURNEAU flagship speaks to customers with an independent voice, encouraging the discovery of fine timepieces through carefully edited displays. By showing a meticulously curated selection of watches, the store takes customers on a journey through the world of luxury timepieces. The store also innovates by departing from the traditional “behind the counter” client/sales professional relationship to a more personalized experience guided by Tourneaus experts. The retail environment features eight large watch tables, approachable from all sides and equipped with seating and hand held tablet computers.

TOURNEAU at 510 Madison Avenue is finished in a sophisticated modernist palette of walnut, glass, brushed, matte nickel and Venetian plaster to create a calm, luxurious atmosphere. A museum-inspired gallery wall showcases unique pieces accessible through frameless, sliding glass windows. Video screens embedded throughout the store environmental graphics of individual minute long time-released videos. The largest screen illuminating bustling Madison Avenue.

Eight Inc approached the design of the new TOURNEAU location not only with a unique technical sensibility, but also with a consumers perspective on buying and servicing a fine timepiece. “We began by focusing on the customers needs and exploring ways to better meet them,” said Wilhelm Oehl, Eight Inc. Principal. “We incorporated thoughtful design solutions and integrated digital elements in a way that is meaningful and parallel with TOURNEAUs vision to create a memorable experience for their customers.”


Project Type


510 Madison Avenue, New York,