Longines announced on Friday the opening of its first Soho store, as the Swiss watchmaker expands its retail store footprint in New York City.

Located at 128 Spring Street, the new Longines Soho store spans 1,064 square feet and boasts a contemporary yet elegant design that blends the NYC area’s architecture with the winged hourglass watch brand’s heritage.

For a Big Apple touch, the store incorporates local-inspired materials such as brick walls, reclaimed wood flooring, and cast iron pre-existing elements and design pieces. As for Longines, visitors will also find references to the 193-year old brand’s history, including its love for equestrian sports and its aviation pioneering, as well as its contribution to timekeeping Alpine ski racing.

The new Soho store marks the brand’s third retail store in the U.S. and its second in New York City.

“The opening of our SoHo boutique represents more than an expansion for Longines: it’s a celebration of our deep connection to the United States, a country that has been part of our story since 1845,” said Yannick Jenni, Longines vice president of sales international, who attended the official ribbon cutting of the new store, alongside Brittany Garcia, brand president, U.S. and Caribbean, and celebrity brand ambassador, Jennifer Lawrence.

“This space reflects our timeless dedication to elegance and offers an inspiring setting for clients to discover our watches and experience the world of Longines.”

Last year, Longines opened its second store in London, opting for Covent Garden to expand its presence in the British capital.