A Modern Brew in an Art Deco Icon
The Grand Opening: Blending Heritage and Modernity in the Chrysler Building
The latest WatchHouse Coffee establishment, spanning 1,100 square feet, has officially opened its doors within New York City's renowned Chrysler Building. This marks the UK-based company's second foray into the American market, bringing its distinctive "modern coffee" ethos to an architectural masterpiece. The cafe's design meticulously integrates elements that pay homage to the building's iconic Art Deco roots while incorporating WatchHouse's characteristic contemporary flair, creating a unique and inviting atmosphere.
Architectural Harmony: A Thoughtful Interior Design Inspired by a Landmark
Inside the new WatchHouse, visitors will observe a thoughtful design that echoes the Chrysler Building's rich aesthetic. High-gloss timber paneling, gracefully curved brushed metal surfaces, and warm-toned travertine flooring are meticulously chosen to complement the existing materials and color palette of the historic structure. While a striking nine-foot-diameter oculus directs attention skyward, the interior maintains a refined, understated elegance that contrasts with the more ornate grandeur of the Chrysler Building's main lobby, providing a tranquil oasis within the bustling city.
Visionary Expansion: Roland Horne's Strategic Growth for WatchHouse
Roland Horne, CEO and Founder of WatchHouse, expressed immense satisfaction with the Chrysler Building location, characterizing it as a "dream come true" for the brand. This strategic move allows WatchHouse to honor a globally recognized landmark while simultaneously advancing its "modern coffee" vision. The company collaborated with acclaimed UK-based interior designer Deidra Hodgson and architect Sarah Carpenter to achieve a delicate balance between historical reverence and innovative branding, making this the 22nd WatchHouse location globally.
U.S. and UK Momentum: Continuous Growth and Culinary Acquisitions
Following a recent acquisition of Or\u00e9e Boulangeries in the UK, WatchHouse is experiencing significant momentum on both sides of the Atlantic, with seven new sites currently in development across the pond. In the U.S., the company plans to build upon the success of its initial Manhattan opening by establishing a third New York City location in an as-yet-undisclosed neighborhood. Horne emphasized WatchHouse's commitment to delivering a European-inspired, design-led experience, focusing on an atmosphere that is not only "elegant, efficient, and human" but also deeply considered in every detail.
The Art of Roasting: Ensuring Consistency and Quality Across Continents
To support its growing operations in New York, WatchHouse continues to roast its coffee at the Shared Roasting co-roastery in Brooklyn, where production has been significantly scaled up with the introduction of a Loring S35 roaster. Nikol Novotn\u00e1, WatchHouse Coffee's Head Roaster, is pivotal in ensuring that the flavor profiles of their New York-roasted coffees closely match those produced at the company's UK facility, which utilizes a Probat UG-22 machine, thereby guaranteeing a consistent sensory experience for customers worldwide.
A Diverse Menu: From Espresso Blends to Seasonal Rarities
The new WatchHouse cafe offers a comprehensive beverage menu designed to cater to diverse tastes. Espresso-based drinks, including popular piccolos and flat whites, are crafted using WatchHouse's signature 1829 Espresso blend. The selection also features a rotating array of seasonal single-origin coffees for filter preparations, alongside an exclusive "Rarities" program showcasing exceptional frozen single-dose coffees prepared as manual pour-overs. Complementing the coffee offerings are cold brew, various teas, matcha lattes, chai, and hot chocolate, all paired with a delectable assortment of freshly baked goods prepared in-house.