Time+Tide’s Discovery Studio finally launches in style in NYC

Time+Tide has successfully launched its long-anticipated New York Discovery Studio, after months of delays.

Situated at 460 Broome Street in Manhattan’s SoHo, the company hosted two launch events to celebrate the opening — the first with Toledano & Chan, and the second with British brand Studio Underd0g.

McUtchen gave a glimpse into the agony that he and his team have gone through in getting over the line with the launch of the SoHo store in a letter he wrote on the Time+Tide website, making reference to how notoriously difficult it is to open a bricks and mortar shop in Manhattan.

“‘Everything in New York takes twice as long, and costs twice as much.’ It’s yet another cliche. A pithy one-liner. We’d heard it plenty of times, and we were sure we’d continue to be the lucky Aussies for whom it does not apply,” McUtchen wrote.

“Oh, but it did. Almost to the dollar,” he continued. “Let me just say to any future contenders, or to any wondering why other media geezers didn’t make it to opening their doors… I get it now.

“Whether it’s a global pandemic, brutal tariffs, or the biggest-in-a-decade blizzards, or New York builders, the minute you declare your intentions to make it big in New York, the city will come at you like a wild animal that hasn’t eaten in days.” 

When asked at the Studio Underd0g launch event why he’s put himself through the stress and strain of navigating the administrative and financial hurdles of opening in New York, McUtchen’s response was: “To help you all here get these incredible brands on your wrist in the metal.”

McUtchen had made reference to some of the trials and tribulations involved with the project when he spoke in-depth with Watch Insider just before Christmas.