Ulysse Nardin is the latest Swiss watchmaker to announce a temporary retail presence. The immersive retail experience is open now through September at the Watches of Switzerland boutique in downtown Manhattan.

Visitors to Watches of Switzerland SoHo will get the opportunity to explore the ever-expanding universe of the Ulysse Nardin collection. Including the limited edition Freak X with marquetry dial, the Freak Vision in rose gold, the full range of the Skeleton X and the Marine Mega Yacht, a $310,000 platinum timepiece whose features echo the design of a luxury yacht the pop-up is centered around a number of tech-centric experiences powered by the brand’s exclusive Leap Motion software.

Watch enthusiasts will be able to use augmented and virtual reality to explore the mechanical interior of the Freak X, create their own X-Ray visuals and, with a simple flick of the wrist, deconstruct the UN-230 movement into individual components.

“We are excited to bring Ulysse Nardin to life with this immersive pop-up,” François-Xavier Hotier, president of Ulysse Nardin Americas, said in a statement. “Visitors will be able to engage with the brand in a way they haven’t before and to enjoy our playful and disruptive digital experience.”

This relaxed space features over 8,000 square of luxury watches boutique on Greene Street in Soho opened last fall, marking the British retailer’s first flagship store in the U.S. The Ulysse Nardin pop-up is located on the lower level of the boutique, next to the library and a full-service bar curated by Death & Co. Discover Opulent Club on Apple News.

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