Luxury Swiss brand Hublot has opened a new, global flagship store on iconic Fifth Avenue in New York City in the US.

The launch included a series of events honoring 10-year anniversary of its All Black collection and included the unveiling of a new special edition dedicated to the world’s fastest man, Usain Bolt.

Crowds gathered by the crossroads of Fifth Avenue and 57th Street in the afternoon of April 19, as Hublot fêted the opening of its New York City flagship location with a new take on a ribbon-cutting ceremony.

The boutique, at the centre of New York’s premier luxury shopping district is designed by architect Peter Marino and will be Hublot’s largest retail location in the United States.

Hublot CEO Ricardo Guadalupe joined Brand Ambassadors Usain Bolt and living legend (and soccer god) Pelé to host the ribbon cutting ceremony outside of the boutique before inviting guests to experience the World of Hublot inside.

As guests gathered in front of the boutique, eyes were directed skywards as a duo of acrobatic dancers descended from the rooftop and danced across the incredible façade until they reached the ground to present Usain Bolt with his newest limited edition watch, just in time for the upcoming Games in Pelé’s native Brazil this summer.

Guests, VIPs and friends of the brand were then invited inside to explore the boutique. After the dynamic dance routine, Marino, architect of both the building and the boutique, cut the ribbon along with Guadalupe, Bolt and Pelé.

 “I’m honoured to be here in New York on behalf of Hublot as it celebrates this exciting milestone. I have a long history with Hublot and am thrilled to be able to witness the brand’s continued growth,” Pelé said.

The new space at 743 Fifth Avenue - between 57th and 58th streets in the center of Manhattan - is the latest in the long collaboration between Marino and Hublot which began in 2010 with Marino’s design for the flagship in Place Vendome, Paris, the first of the five boutiques that followed.

The boutique’s design exhibits the brand’s DNA of luxury and innovation combined with its Art of Fusion concept of unexpected combinations. The dramatic new façade, lit with LEDs and faceted with powder coated black aluminum panels rise 70 feet (21 m) above Fifth Avenue and is the brand’s tallest in the world.

The boutique’s décor reflects Hublot’s use of unique materials, which maintains a prominent role in the brand’s watchmaking design. The 1,500-sq-ft (139 sq m) interior, the brand’s largest in the US, conveys a contemporary style, with black lava stone and wood floors, graphite-colored leather furnishings, glass and polished stainless steel fixtures, and high-tech innovations including “shadow-less” LCD vitrine windows, sophisticated yet unobtrusive lighting, a wall of monitors, and a “book” with virtual turning “pages”, each showing a part of Hublot’s history, in the main window on Fifth Avenue. An untitled 2014 painting by the artist Albrecht Schnider seems to “float” in front of the smoked gray floor to ceiling mirror in the back of the boutique. The space reveals a fusion between premium materials and a luxurious yet modern aesthetic.

Inside the boutique, guests were given a chance to view Hublot’s newest timepiece in honor of Usain Bolt – the Big Bang Unico Usain Bolt – designed in collaboration with the world’s fastest man. The piece – interpreted in both a bold yellow gold version and a ceramic version edition – features a masculine and sporty design with gold and green hues, a nod to Bolt’s signature colors, and a strap embossed with the Jamaican flag to pay tribute to Usain’s home country. The brand’s in-house Unico movement with flyback chronographic can accurately time any race, but this version alone has Usain’s signature “lightning bolt” as its second hand. Each piece will be offered on a limited edition basis.

 “I am very excited about the launch of the new Hublot Usain Bolt signature watches,” said Bolt. “The limited edition King Power Usain Bolt that was released in 2012 was very popular and I expect people to like these pieces even more.”

Later that evening, Hublot took over the Solomon R. Guggenheim Museum on Manhattan’s Upper East Side to celebrate the 10-year anniversary of the All Black collection, a revolutionary concept that introduced the idea of “invisible visibility” in a monochrome, all-black style. Hublot transformed the Guggenheim’s modern, iconic, white space into an All Black experience with a black/white accented vestibule by Swiss graphic artist Maxime Büchi.

Jean-Claude Biver, Chairman of Hublot and President of LVMH Watch Division, said: “We are ecstatic to honor the accomplishments of our great brand. At Hublot, we strive to Be First, Be Unique, Be Different. We break the mold when it comes to design, innovation and watchmaking expertise, and we are proud to celebrate these achievements with our closest friends tonight.”

Guests including Pelé, Bolt, Major Champion Justin Rose, as well as friends of the brand including Jesse Palmer, Victor Cruz and Maxime Büchi joined Guadalupe on the black carpet prior to entering the famed museum. Once inside, guests enjoyed “All Black” themed hors d’oeuvres like Osetra caviar stuffed purple marble potatoes and black sesame ahi tuna in temaki cones served with Hublot themed cocktails including “All Black”, “Big Bang” and “Classic Fusion” custom made with Belvedere, Ardbeg, Glenmorangie, and Hennessy VSOP Privilege.

DJs Hannah Bronfman and Brendan Fallis provided the entertainment leading up to a set by acclaimed New York-area raised recording artist and Grammy winner Wyclef Jean who performed “Ready or Not” with the backing of the Alumni Boys Choir of Harlem.

  “Hublot is thrilled to share this exciting occasion with the city of New York, where our concept of the Art of Fusion comes to life in full form. Not only are we celebrating our new boutique on Fifth Avenue – the largest Hublot boutique in the US – but we are paying tribute to the iconic and innovative All Black collection that Hublot founded 10 years ago,” said Guadalupe.