Cellini Jewelers is a fixture in New York and one of the country’s most important retailers. After being located in the Waldorf Astoria Hotel for more than 40 years, the building was purchased and all leases were terminated.

Cellini had to find a new home. Temporarily, Cellini moved as much of its vast collection to its much smaller Madison Avenue boutique, but more space was definitely needed.

And now they have it. On May 15th, Cellini officially opens its new flagship store, located at 430 Park Avenue (56th and Park).

Revolution USA’s editor Keith W. Strandberg sat down with Leon Adams, Founder and President of Cellini Jewelers.

Why did you choose this location?

I wanted to be in the area of my old main store on 50th and Park, and I didn’t want to be too far from my other store. I also didn’t want to be too near the other watch boutiques which were flooding upper Madison Avenue.

In the new location, we built a sectionfor our independent watch brands, we are extending our already large selection and we are focusing more on high-end independents (like Moritz Grossmann, Ressence, HYT, Greubel Forsey, MB&F, DeBethune and more).

How do you like the new location?

It is fantastic, we have 3,000 square feet, so there is plenty of room, with a bar and a place to sit. It’s a great home for Cellini Jewelers.

What will make Cellini and your new flagship store stand out?

I think we are going to stand out for several reasons: we are the only store in NYC that has an extensive selection of both watches and jewelry. We are pretty unique that we have jewelry from the very affordable all the way up to super important gemstones. We don’t only deal with the mainstream watch brands and the groups, as most stores do. We are doing that, of course, but we have a huge and diverse collection of independents that you can’t find anywhere else in New York.

More and more people are interested in the independents. I think their time has come because of the over-saturation of watches from many of the big brands. The mainstream brands have their issues right now and this has set the stage for the independents and has made customers aware that there are interesting products out there apart from just the big brands.”

During the grand opening event, Cellini will debut the new Bovet Recital 22 “Grand Recital” for the first time in the USA, along with rare timepieces from Greubel Forsey and Urban Jürgensen.

Next time you are in New York City, make a point to stop into the new Cellini store. It’s a real treat!