Fashion
Longines expands in New York City with Soho store opening
Published
November 3, 2025
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.
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The deals came as the Chancellor led the largest UK delegation ever to the Future Investment Initiative (FII).
The package includes up to £5 billion in financing support from UK Export Finance for projects in Saudi Arabia that will unlock supply contracts for British suppliers, and a new Barclays regional headquarters in Riyadh.
British business and jobs will gain from an $8.4-billion boost after UK Chancellor of the Treasury Rachel Reeves helped secure a major two-way trade and investment package during a visit to Saudi Arabia.
The package includes up to £5 billion in financing support from UK Export Finance for projects in Saudi Arabia that will unlock supply contracts for UK suppliers, and a new Barclays office in Riyadh.
Other major deals include a £37-million investment from Saudi cybersecurity firm Cipher to launch its European office London, and a £75-million investment from Saudi investors and bankers into British digital bank Vemi, a uK government release said.
Reeves and Saudi Minister of Investment Khalid bin Abdulaziz Al-Falih co-chaired a growth and investment roundtable with UK and Saudi businesses leaders where she showcased UK investment opportunities.
The Chancellor also met ministerial counterparts from Saudi Arabia, Qatar to accelerate progress on a trade deal between the UK and the Gulf Cooperation Council.
She made clear that securing such trade deals is important for reversing the damage caused by decline of the past, including Brexit, austerity and the mini-budget, and is key to delivering more money in the pockets of working people through growth opportunities for business.
A trade deal with the Gulf is expected to increase trade between both nations by 16 per cent, add £1.6 billion to UK gross domestic product every year, and contribute an additional £600 million to UK workers’ annual wages in the long term.
This developed built on last month’s UK-Saudi Great Futures Summit in London that celebrated over £4.1 billion in deals, creating more than 4,100 UK jobs and bringing the total value of two-way trade and investment to over £10 billion in under 18 months.
Fibre2Fashion News Desk (DS)
Published
November 3, 2025
Rare Beauty and BÉIS have joined forces to release a limited-edition “Beauty On-the-Go” collection, announced across their verified Instagram and TikTok pages. The collaboration unites founders Selena Gomez and Shay Mitchell, longtime friends who expressed their excitement online, emphasizing their shared passion for beauty and travel.
The collection includes three essentials — the Blush Case (US$28), the Makeup Brush Pouch (US$24), and the Large Cosmetic Pouch (US$74). Each item blends BÉIS’s functional travel design with Rare Beauty’s minimalist aesthetic.
The Blush Case features a built-in mirror and key clip, while the Makeup Brush Pouch includes elastic loops and a wipe-clean lining. The Large Cosmetic Pouch features brush holders, adjustable dividers, and an insulated pocket — a detail showcased in Rare Beauty’s official TikTok video.
Inspired by Rare Beauty’s best-selling Soft Pinch Liquid Blush shade Worth, the collection is described on the brands’ social media as “designed for early drives, unexpected detours, jet lag, wrong turns, and every mile in between.”
The BÉIS × Rare Beauty collaboration launches November 3 exclusively online at rarebeauty.com and beistravel.com.
Copyright © 2025 FashionNetwork.com All rights reserved.
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