On March 18, Swiss luxury watchmaker Ulysse Nardin officially opened its first U.S. flagship boutique at The Villa Menlo Park, a high-end retail and cultural destination in Silicon Valley. This marks the brand’s only standalone store in North America and adds to its growing list of global flagships in Geneva, Dubai, and Shanghai.
The boutique was launched in partnership with local luxury jeweler Stephen Silver Fine Jewelry, a long-standing supporter of independent watchmaking. Situated at the intersection of cutting-edge technology and luxury, the new boutique reinforces Ulysse Nardin’s commitment to innovation while honoring its 179-year heritage of horological excellence.
As direct-to-consumer retail continues to gain momentum across the luxury watch industry, Ulysse Nardin’s new flagship is a strategic step forward. By offering the latest collections and limited editions directly to collectors, the brand aims to create a more immersive, high-touch experience for discerning clientele.
Design Concept Rooted in Silicon Valley and Horological Innovation
The interior design of the boutique draws inspiration from Ulysse Nardin’s iconic Freak timepiece, which disrupted the industry in 2001 with its revolutionary use of silicon and movement-as-hands concept. The space combines mineral-inspired textures, mirror-finished surfaces, and futuristic detailing to create a setting where heritage and technology coexist.
A standout feature of the space is a reversed “Silicon Inside” light installation. When viewed through mirrored surfaces, the phrase appears correctly—an artistic nod to both the brand’s pioneering use of silicon in watchmaking and its new Silicon Valley home.
“The boutique is designed as a place where time becomes tangible,” says boutique designer Bertrand Fairerol. “From reflective surfaces that capture the passage of time to elemental materials that evoke the raw beauty of nature, every detail expresses Ulysse Nardin’s spirit of innovation and craftsmanship.”
The launch event brought together top executives and watch collectors for an intimate celebration. Attendees included Patrick Pruniaux, CEO of Ulysse Nardin; François-Xavier Hotier, President of Ulysse Nardin Americas; and Jared Silver, President of Stephen Silver Fine Jewelry.
“Ulysse Nardin has been advancing watchmaking since 1846, and we’re excited to highlight our innovation—pioneering silicon technology into watchmaking—with a new flagship boutique in the heart of Silicon Valley,” said Patrick Pruniaux. “Our partnership with Stephen Silver Fine Jewelry allows collectors across the tech community and beyond to access the latest novelties from Ulysse Nardin.”
“The Ulysse Nardin boutique at The Villa Menlo Park is a manifestation of what ‘UN’ is made of: the 179-year heritage of a Swiss Manufacture blended with futuristic, high horology as an art form.” added François-Xavier Hotier. “Here, watch afficionados and our cult-enthusiasts will find the very rare, the very new and the very best of Ulysse Nardin in a boutique designed as a ‘white lab’ for watch collectors”
Jared Silver noted, “Silicon Valley collectors have a deep appreciation for independent watchmakers like Ulysse Nardin—brands driven by vision, creativity, and true independence. These values resonate strongly in our community, which has always celebrated innovation at its best. We are proud to expand our partnership with Ulysse Nardin and to welcome the boutique to The Villa Menlo Park.”
Silicon Valley’s Growing Status in the Luxury Watch Market
Ulysse Nardin’s arrival at The Villa Menlo Park signals the rise of Silicon Valley as a key destination for luxury watch retail. The property is already home to top-tier independent watch brands like MB&F, H. Moser & Cie., and German luxury safe maker Buben & Zörweg, positioning it as a new epicenter for horological excellence on the West Coast.
Developed by Jared and Stephen Silver, The Villa Menlo Park was conceived as a cultural and commercial hub where collectors can engage with rare objects, fine dining, and luxury retail in one cohesive space.
“Our goal is to create direct access to the world’s most exceptional watch brands for collectors who demand authenticity and excellence,” the Silvers shared. “We believe Silicon Valley will only grow as a hub for luxury and innovation.”
Known for fusing cutting-edge materials like silicon and DiamonSil® with traditional craftsmanship, Ulysse Nardin continues to reshape the world of haute horlogerie. The Freak, launched in 2001, remains one of the most groundbreaking mechanical watches ever made, with its movement itself rotating to tell time. In 2023, the Freak ONE was named “Most Iconic Watch” at the Grand Prix d’Horlogerie de Genève (GPHG).
Now, with its newest flagship in Silicon Valley, Ulysse Nardin reaffirms its global vision—offering collectors around the world a deeper, more immersive connection to the art of time.
Ulysse Nardin Flagship Boutique at The Villa Menlo Park
- Address: 500 El Camino Real, Menlo Park, CA
- Opening Hours: Monday to Saturday, 11:00 AM – 6:00 PM (walk-in or by appointment)
- Website: www.ulysse-nardin.com
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