De Bethune Inaugurates New York Lounge
Welcoming environment dedicated to the global collector and pioneering spirit of De Bethune opens in Midtown, Manhattan
De Bethune proudly unveils the De Bethune Lounge at The 1916 Company New York, marking the independent watchmaker’s first dedicated space in the United States and its third worldwide. Nestled within the landmark Fuller Building at 57th Street and Madison Avenue in Midtown, Manhattan, this intimate setting invites collectors and connoisseurs to immerse themselves in the avant-garde spirit of De Bethune. Joining its established locations in Hong Kong and Geneva, the New York Lounge offers a gateway into the world of master watchmaker and De Bethune co-founder Denis Flageollet – where tradition meets innovation, and the ethos of L’Auberson, home to De Bethune’s storied atelier and forge, resonates in every detail.
Providing a welcoming backdrop for Denis Flageollet’s vision of independent watchmaking, the De Bethune Lounge at The 1916 Company was designed in collaboration with acclaimed design firm Studio Mellone. Subtle nods to De Bethune’s artistry, craftsmanship, and the natural world that inspires Flageollet’s work are woven together with mid-century furnishings and finishes, and it is here that the client experience takes center stage.
De Bethune Executive Chairman, Justin Reis, remarked, “We sought to create a home for collectors – an environment that invites dialogue, discovery, and shared experience. This lounge is an extension of our universe; defined by passion, precision, intellect, and artistry. Our advisors and watch specialists are here to share De Bethune’s unique approach to complicated watchmaking while celebrating the dynamic community of collectors who support and inspire us.”
Pierre Jacques, CEO of De Bethune, added, “Opening a dedicated space in New York is a natural step in our journey, reinforcing our commitment to bring De Bethune closer to our collectors. The U.S. has long been home to some of our most passionate clients, and this lounge allows us to engage with them in a more personal and immersive way. More than just a place to showcase our timepieces, it is a space to celebrate independent watchmaking, craftsmanship, and the shared passion that connects us all.”
With a rotating curation of De Bethune timepieces on display, guests will have the opportunity to explore the brand’s past, present, and future through its Heritage Collection, highlights from the current collection, and its latest novelties. The experience extends beyond timepieces, as the lounge is thoughtfully appointed with objects and artwork that embody De Bethune’s distinctive world and spirit of collaboration. Among them is a Reuge Onkõ music box, a lantern-like creation that interplays light and sound – a mesmerizing reimagination of a traditional music box that underscores the connection between precision mechanics and artistic expression. Founded in Sainte-Croix in the Swiss Jura in 1865, Reuge was acquired by De Bethune in 2023, with Flageollet guiding its creative direction.
To commemorate the opening of the De Bethune Lounge at The 1916 Company, the brand reveals the next chapter in its ongoing collaboration with artist, rapper, and music producer Swizz Beatz – the DB Kind of Two GMT “Season 3”, marking the launch with a private event at the lounge.
This new space marks an important milestone for De Bethune, strengthening its presence in the U.S. market and bringing the brand closer to its collectors. Later this year, De Bethune will introduce ‘strap bars’ to each of its lounges, reflecting the growing interest in personalization and self-expression amongst collectors. This custom strap service will be available for any timepiece in De Bethune’s current or historic collection.
The De Bethune Lounge at The 1916 Company New York will welcome clients and collectors by private appointment on Mondays through Saturdays from 10am to 6pm, beginning on Monday, March 24.
De Bethune Lounge at The 1916 Company
595 Madison Avenue | 4th Floor | New York, NY 10022
Phone: 212.417.0247
US Press Contact: Caroline Kallman Joffe | caroline@the1916company.com | +1 717 951 2259