THEARSENALE NEW-YORK WITH ROGER DUBUIS
TheArsenale New York opened its doors in SoHo in early 2022 as the brand's third flagship and its second location in the United States, marking a defining moment in the company's global expansion. The opening was staged in collaboration with Roger Dubuis, the Geneva-based haute horlogerie maison and Richemont Group member, whose presence at 134 Wooster Street turned the launch into one of the more unusual retail events New York had seen: the world's first flying car store, anchored by a luxury watch brand built around the ethos of velocity and precision.
TheArsenale in New York: Why SoHo?
Since its founding in 2017, TheArsenale has built its identity around the convergence of mobility, design, and culture. The Miami Design District store was the starting point, followed by Wynwood, then the flagship in Macau's City of Dreams. New York had been in the plan from the beginning, and SoHo offered the right density of collectors, entrepreneurs, and design-minded visitors to anchor a location that aspires to be more than a retail space.
The SoHo store positions itself as an experiential venue, a place where the lines between art gallery, showroom, and social space dissolve. An Icon A5 amphibious light sport aircraft greeted visitors at the entrance during the opening, later replaced by a Lamborghini Huracan STO through a Lamborghini Squadra Corse partnership. Both choices signal the range of what TheArsenale considers worthy of the label mobility.
Roger Dubuis: The Right Partner for a Mobility Store
The alignment between Roger Dubuis and TheArsenale is not incidental. Roger Dubuis has built its watch identity around the mechanical extreme: skeleton movements, carbon composites, and a long partnership with Lamborghini that produced some of the most overtly automotive timepieces in the industry. The SoHo Residence boutique, coated floor to ceiling in the brand's Traffic Red colorway, brings that same energy into an interior environment.
For TheArsenale, partnering with a watch brand of this caliber reinforces the argument that true enthusiasm for speed and engineering crosses disciplines. The same sensibility that draws someone to an eVTOL or an electric hypercar also draws them to a timepiece built from the same carbon fiber and titanium alloys used in motorsport. Roger Dubuis understood this, and the SoHo collaboration was built around it.
What TheArsenale Brings Together
TheArsenale's model is to identify the most technically and aesthetically significant objects in mobility and bring them under one roof, across all domains: Earth, Sea, Air, and Space. The New York store continues that approach, offering access to vehicles, art, watches, and design objects that would otherwise be scattered across dozens of specialist retailers and galleries.
From flying cars like the Icon A5 Amphibious Light Sport Aircraft to curated timepieces in the TheArsenale Watch Collection, the store is an argument for a certain kind of life lived at the intersection of performance and taste. The Anicorn x TheArsenale Designer Watch is a good entry point into the horological side of the collection. For those who prefer to explore a broader view of what TheArsenale curates across its locations, the TheArsenale Miami Collection offers a parallel look at the brand's range.
