NEW YORK — Hublot has opened the doors to its New York flagship and unveiled a timepiece in partnership with amfAR here.

This story first appeared in the May 17, 2011 issue of WWD. Subscribe Today.

The 3,200-square-foot store on Madison Avenue between 62nd and 63rd streets is one of five freestanding U.S. stores the brand plans to open in the next six months — and the first in New York. Currently, Hublot has stores in Boca Raton and Bal Harbour, Fla., Beverly Hills and the U.S. Virgin Islands, and future domestic locations include boutiques in Las Vegas, Palm Beach, Fla., and Vale and Aspen, Colo. — all opening between October and December of this year, according to Hublot’s chief executive officer, Jean-Claude Biver.

“It’s a fantastic location. Madison Avenue is one of the 10 best places in the world,” said Biver, adding that the luxury timepiece brand will boast 38 boutiques worldwide by the end of June — stores in Tokyo and Paris will open June 2 and 14.

In addition to the store, Hublot — along with amfAR founder Mathilde Krim — unveiled the brand’s Big Bang Black Magic amfAR watch. The black ceramic, limited edition timepiece was designed in honor of the organization’s 25th anniversary, as well as to raise awareness and support of the fight against HIV and AIDS. The $18,000 watch is limited to 100 units, and a percentage of the proceeds will go to the nonprofit organization.

“We are pleased to partner with such a successful charity. It’s our responsibility as a luxury brand to set a good example,” said Biver. “If one industry should set an example it should be the luxury market, and we’re keen on participating in charity efforts, especially those that work with children.”

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