Starting Friday during Fashion Week, Chanel will open a pop-up shop in New York’s Meatpacking District to mark the launch of its new Boy.Friend watch collection.

The watch collection inspired Chanel to open an entire pop-up in its honor because brand managers felt it would be best displayed via an interactive environment, president and chief operating officer John Galantic told Women’s Wear Daily.

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“Located at the crossroads of art, culture and commerce, and in the midst of a special moment in New York — New York Fashion Week — this initiative provides us with the opportunity to expose our clients and fans of the house to the world of Chanel watches in a unique and contemporary way,” said Galantic.

“We could have done an event, but we thought it was more appropriate to share it with as many people as possible,” added Nicolas Beau, Chanel’s international watch director