Ulysse Nardin’s First U.S. Flagship Honors the History and Future of Horology

By Karen Dybis | March 24, 2025

Swiss watchmaker Ulysse Nardin’s first stand-alone North American store at The Villa Menlo Park, with its innovative light installation and silicon-inspired decor, reflects the brand’s location and its signature timepiece, company officials say.

The boutique’s design celebrates the brand’s 179-year heritage as well as the future of horology, says François-Xavier Hotier, president of Ulysse Nardin Americas, who attended the location’s grand-opening party March 18.

Its interior celebrates the Ulysse Nardin Freak timepiece, which since its introduction in 2001 has become iconic, Hotier says. The space’s brushed and polished walls and references to the history and future of silicon are tributes to the mineral and Silicon Valley, where this store has ready-made fans, he adds.

ulysse nardin store — *The Villa Menlo Park is the first U.S. flagship store for the venerable Ulysse Nardin brand, known for its Freak and other timepieces.*

For example, the boutique’s special light installation spells out “Silicon Inside” in reverse. When reflected in the boutique’s mirrored surfaces, the phrase appears correctly for the viewer.

“Excitement around the Freak collection and contemporary high horology at Ulysse Nardin is particularly strong in the USA, especially among engineers and the tech community,” Hotier says. “Opening a boutique at The Villa Menlo Park perfectly aligns with this momentum, giving Silicon Valley watch enthusiasts a dedicated space to experience the best of our manufacture and exceptional customer service.”

The Villa Menlo Park is Stephen and Jared Silver’s development with late real estate expert John Arrillaga. The development at 500 El Camino Real in Menlo Park, Calif., centers on Stephen Silver Fine Jewelry, which has its flagship store, private high jewelry salon, and corporate offices there. It also includes other upscale brands such as H. Moser & Cie, Buben & Zorweg, and Greubel Forsey.

ulysse nardin interior — *The Ulysse Nardin boutique’s interior is designed to pay tribute to silicon as an element and Silicon Valley, where the flagship store is located.*

“The opening of the Ulysse Nardin boutique at The Villa Menlo Park marks an exciting new chapter for Silicon Valley’s watch community,” says Jared Silver, president of Stephen Silver Fine Jewelry.

“Ulysse Nardin has long been a pioneer in independent watchmaking, embracing cutting-edge materials and bold design—values that resonate deeply with our clientele,” Silver says. “As the brand’s trusted retail partner, Stephen Silver Fine Jewelry is proud to help bring this flagship Ulysse Nardin boutique to life, offering collectors and enthusiasts direct access to Ulysse Nardin’s most exceptional timepieces in an environment that fosters connection and celebrates innovation and craftsmanship.”

Ulysse Nardin is known as a pioneer in the use of silicon in horology, inventing DiamonSil, a surface treatment the brand created in-house through its micromechanical silicon lab, Sigatec.

*The Villa Menlo Park is a development that includes Stephen Silver Fine Jewelry’s flagship store and studio.*

The nearly 200-year-old brand also is known for its artistic approach to watchmaking, using gemstones, enamel, engraving, and guilloche to create its timepieces.

The 2001 Freak blended these two worlds—high tech and craftsmanship—Hotier says. Ulysse Nardin debuted the Freak ONE as a “superwatch” and a kind of kinetic sculpture, as its entire movement rotated to tell time. The Freak was named the Most Iconic Watch at the Grand Prix d’Horlogerie de Genève.

Ulysse Nardin also has boutiques with select retail partners as well as stand-alone flagship locations in Geneva, Dubai, and Shanghai.

Top: Ulysse Nardin’s Silicon Valley flagship store opened with a grand party including, from left, Ulysse Nardin Americas president François-Xavier Hotier, Stephen Silver Fine Jewelry president Jared Silver, and Ulysse Nardin chairman and CEO Patrick Pruniaux (photos courtesy of Stephen Silver Fine Jewelry).