The New Expanded F.P.Journe Boutique in Los Angeles
Discover the brand’s new Los Angeles boutique, with its giant Wes Lang artwork and exclusive monthly Aperitif.
By Henri Lee
Contributor
The respected independent brand F.P.Journe has been steadily elevating the status and reach of its upscale boutiques in recent years. First, in April 2023, the brand relocated its New York boutique to the trendy SoHo neighborhood. Next was the grand opening of the Boutique F.P.Journe London in December 2023.
This year, it was the L.A. boutique’s turn, undergoing a major renovation that doubled its original size. Plus, with the reopening of the Boutique F.P.Journe Los Angeles, its beloved monthly Aperitif get-together has returned (but more on that later).
Fortunately, I was able to time my visit to the expanded boutique with the December Aperitif get-together.
Same Location, Double the Footprint
While most luxury watch brands set up shop on Beverly Hills’ extravagant Rodeo Drive, François-Paul Journe decided to avoid the tourist traffic that comes with the location. Instead, the brand’s L.A. boutique has made its home in Sunset Plaza, an upscale shopping venue in West Hollywood favored by locals.
The boutique remains at its existing location but has expanded into the adjacent space. Previously, there was only one clock outside the boutique wall; now, there are two, displaying the time for Los Angeles and Geneva, respectively.
Artworks by Wes Lang
Inside the two-story boutique, the new space on the left includes a large bar, a kitchen area, a lounge on the second floor, and an outdoor patio. Three giant, colorful paintings by the famed local artist Wes Lang hang on the walls (a welcome break from the typical black-and-white wallpaper typically seen in other F.P.Journe boutiques.
Wes Lang’s paintings often feature skulls, reapers, horses, birds, and indigenous Americans – motifs connected with the spirit of the American West. The evocative artwork is meant to remind people of what they can achieve in a short life and motivate them to seize the moment.
Incredibly, Lang is also a savvy watch collector who is interested in many brands, both vintage and modern, including, of course, F.P.Journe. What a fitting choice to have Lang create the artwork for the new F.P.Journe boutique.
An Awesome Team
The L.A. boutique is led by Laurent Journe, FP Journe’s brother, and his amazing team. As one of three boutiques in the U.S., the team is tasked with serving the client base not just on the West Coast but in many parts of the country.
When I arrived at the boutique late in the morning, the entire team was already preparing for the Aperitif. I was then given a tour of the newly renovated space, and it was clear how proud they all were of the beautiful boutique.
The Monthly Aperitif
The Aperitif is a monthly gathering for clients and watch enthusiasts held on the first Tuesday of each month. It’s a wonderful opportunity to connect with fellow watch lovers, chat about timepieces and life, and enjoy good food and drinks. Around 60 people signed up for the event I attended, including several who traveled from out of town.
Despite coming from different backgrounds and professions, everyone was brought together by their shared passion for horology. I had engaging conversations with a biotech startup founder, a real estate consultant, an exotic car shop owner, and a young engineer.
Watch Sighting
It was a day filled with an incredible variety of timepieces. One standout was a boutique edition perpetual calendar – the Quantième Perpétual Ref. QP Calibre 1300.3 – with a rose gold case and a blue guilloché dial that the staff had made available to me. Another rarity I saw was an Automatique featuring a rose gold dial paired with a platinum case and bracelet.
During the Aperitif, I got to see the watches worn by attendees, including pieces from Patek Philippe, Breguet, Urwerk, Credor, and, of course, F.P.Journe.
One attendee wore a first-generation Centigraphe Sport with an aluminum alloy case and bracelet featuring rubber inserts. Several people remarked that this was the same watch Mark Zuckerberg, the CEO of Meta, had been spotted wearing, which set the watch community abuzz recently.
Other pieces present included a Chronomètre Résonance, an Octa Lune, a LineSport Automatique Réserve, and a Chronomètre Souverain Havana.
The Secret to Allocation
Since it was a gathering of collectors, I was unsurprised to learn many attendees were still waiting for their first F.P.Journe. That is because, with production capped at around 1,000 mechanical models and 500 Élégante models annually, allocating pieces is no easy task. Thus, to ensure new clients have a chance, the brand limits purchases to one watch per client per year.
So, what’s the secret to securing a first allocation? I posed this question to a few F.P.Journe owners, and two key pieces of advice emerged.
First, build relationships and visit the boutique regularly. While this can be challenging for those outside Southern California, making the effort is crucial. Second, be an authentic collector who understands the brand and knows which pieces they’d like to own. Patience is essential – most clients receive their first allocation in two or three years.
The Aperitif event officially ended at 7 p.m. Still, many attendees lingered, deep in conversation and lost in time in the enchanting and relaxing atmosphere of the boutique because, ultimately, watch collecting is about relationships – among collectors, enthusiasts, watchmakers, artisans, and the brands.
For more information about the brand’s boutiques, visit the F.P.Journe website.
(Photography by the author)