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Menlo Park, CA--Ulysse Nardin officially opened its first boutique in North America on Tuesday at The Villa Menlo Park in Silicon Valley, owned and operated by watch and jewelry retailer, Stephen Silver Fine Jewelry.

The new space combines the high-tech nature and entrepreneurial spirit of Silicon Valley as well as the essence of the watch brand. It pays tribute to the Ulysse Nardin signature timepiece, The Freak, its uniquely innovative approach to watchmaking, and its nautical heritage. To create this environment the retail space employs neutral metallic shades, a long mirrored wall and a sea-inspired blue highlights.

[Francois-Xavier Hotier, Jared Silver and Patrick Pruniaux lead the ribbon cutting ceremony at the Ulysse Nardin boutique opening at The Villa Menlo Park. Photo credit: Drew Altizer]

The boutique’s location in Silicon Valley allows the watch brand to boast about its use of silicon for the escapement of the first Freak timepiece in 2001 and for nearly all their watches since. To emphasize this, a light installation inside the boutique spells out “Silicon Inside,” in reverse, so it can only be viewed correctly through the mirrored wall on the opposite side. There’s silicon in its raw form below the lighted sign and examples of silicon semiconductors.

Ulysse Nardin is the third independent watch brand to open a boutique in The Villa Menlo Park. H. Moser & Cie opened a space next door in February and MB&F opened the first space in January.

The approximate 36,000-square-foot, three-level retail and lifestyle space is still under construction. In addition to the three watch boutiques, it houses the newly located Stephen Silver Fine Jewelry store, a boutique for the German luxury watch safe company, Buben & Zōrweg, and an upscale restaurant with a Cal-Indian menu focused on wood-fire cooking.

Read more about the new boutique on Forbes.