MATTER OF TIME: Mounir Moufarrige, president of U-Boat, found a plum spot for the first Italian boutique for the watch brand — smack across the street from Carla Sozzani’s famous Milan fashion emporium, 10 Corso Como. The 350-square-foot unit, at No. 9, is the latest location for the fast-growing timepiece firm, which now counts three company-owned boutiques and 14 franchise locations around the world.
Coming soon is a 1,000-square-foot flagship in Beijing in November, U-Boat’s first store in Mainland China. “We’re looking at Paris, and a priority is New York,” Moufarrige said. He noted that U-Boat continues to move in an upscale direction, with its average selling price now north of 5,000 euros, or $6,500 at current exchange rates.