Timelounge, a specialised luxury watch store in the heart of Vienna on Naglergasse Street, has reopened after a thorough renovation. The reason for the renovation of the existing premises was the possibility to more than double the space and exhibition capacity and to give it a modern design. At just over 100m2, BEHF Architects realises an individual look with high recognition. Externally, the new Timelounge presents itself with a reorganised and restructured facade, without denying its original DNA. Inside, the main brands Rolex, Patek Philippe and Audemars Piguet have been assigned their own areas. In a clear differentiation from other goldsmiths, Timelounge does not deal with the usual, internationally standardised design, but finds a clear counterweight. Partly determined by the protection of monuments, the concept of security and based on the existing building structure, BEHF Architects sets the look with maximum contrast: Deliberately earth materials in grey colour strongly strengthen the existing structure and contrast with the subtlety of watches. Leather, rough lime mortar and terrazzo versus smooth, polished, shiny surfaces of watches. This creates a calming and almost holy mood. The most important design elements are deliberately withdrawn, the light that is used emphasises the room. Leather-covered tables look like altars. Here, the customer can look at the selected watch in peace and quiet and get detailed advice. On the other hand, there are showcases, both indoors and outdoors, which maximally present the exhibited watches, supported by digital surfaces that complement the communication. A special emphasis is placed on the use of Erwin Wurm’s art. Like a stain on a flawless face, it deliberately diverts attention from the product and, by winking, shows another level of perception.