NEW YORK — Luxury Swiss watchmaker Ulysse Nardin has opened its third U.S. boutique — a 500-square-foot corner location within the Ritz Carlton New York hotel on 59th Street and Central Park South.

It joins the company’s two other U.S. shops, in Boca Raton and Aventura, Fla., as well as recently opened stores in Geneva, Paris and Singapore. In total, the brand operates 18 boutiques around the world.

Patrik Hoffmann, chief executive officer, said finally having a store in New York City is an “honor for us. It’s a showcase, a window to the world” for the 167-year-old brand. He said the company searched for some time for the right location in New York, a market he feels will be “very important for us. We believe there is huge potential in the U.S.”

Even so, Hoffmann said Ulysse Nardin is in no rush to add more company-owned stores to its fleet. “We’re self-financed,” he said of the brand. “So we’re not going to open 20 boutiques a year, but maybe two or three or only one. We want to stay a niche brand.”

The boutique features more than 100 of the company’s timepieces for men and women, including several limited-edition pieces. The shop is designed to evoke the brand’s nautical heritage and displays watches in portholes and anchors hung on the walls.

Ulysse Nardin shares space with another niche watch brand, Bovet, which Hoffmann characterized as “unique and different” from Nardin. “But having them both together will pull people in.”

Two of the company’s brand ambassadors attended a breakfast Thursday to introduce the new store: Russian-American virtuoso pianist Lola Astanova and former baseball pitcher Randy Johnson.

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