The Ninety boutique is a new luxury concept located in the heart of London's Mayfair and officially affiliated to Richard Mille as the brand's first exclusive retailer of second-hand watches in Europe and the Middle East. The boutique at 90 Mount Street will offer a wide selection of second-hand Richard Mille models, with a special focus on those that are particularly rare and sought-after, often out of production, and therefore no longer in the current collection. In addition to official service and certification, Ninety aims to be a meeting point for buyers and discerning collectors of the brand. The boutique will house a watchmaker and workshop trained directly by Richard Mille, thus providing official assistance with an additional two-year guarantee, as well as issuing certificates of authenticity approved by the House. Richard Mille is at the heart of the Ninety proposition, however the boutique's offer embraces a broader market in the luxury sector, consisting of important designer jewellery, rare objets d'art and high-end watches. However, it is the service provided to a select group of customers that differs from the traditional retail model. Indeed, Ninety will offer the possibility to become a member of a programme tailored to each customer, providing immediate and direct contact with an in-house team of experts, to help find what one is looking for, or simply to provide specialised advice. In addition, members themselves will receive exclusive access to new arrivals in a periodic 'Luxury Review', before they are offered for sale to the public, with the opportunity to purchase items from a range of selected rarities no longer on the market that would otherwise be unobtainable. Of particular note is the fact that Ninety's founders have already worked in the high-end market: Tilly Harrison previously worked at David Morris and Richard Mille itself; Ben Cleary worked in the jewellery and gemstone trade in London and New York, before taking over a shop in the Burlington Arcade, located in the same 'Luxury Quarter' where Ninety's boutique is located.
