While a basic cup of coffee might cost a few dollars elsewhere, WatchHouse’s $28 brew at New York’s Chrysler Building ranks as one of the city’s priciest. The eye-watering price stems from ultra-rare beans in its “Rarities” collection, sourced globally in tiny batches. These limited-edition beans cost between $14 and $52 per batch, prized for unique flavors from specific farms or regions with small harvests. Each batch is tested to meet high standards, ensuring intense, complex tastes unlike typical coffee. The shop claims these brews offer a “sensory journey,” justifying the cost for enthusiasts seeking extraordinary quality.
Location plays a key role, too. Opened in June 2025, WatchHouse’s Chrysler Building outpost leans on the landmark’s Art Deco prestige to enhance its luxury image. Situated near the tower’s famed marble lobby, the café mirrors its surroundings with brushed steel accents, travertine floors, and a nine-foot circular art piece. The design merges modern coffee culture with historic glamour, targeting customers who value aesthetics as much as caffeine. Patrons sip in plush booths or at marble tables, glimpsing the building’s iconic interior through carefully planned sightlines—all adding to the upscale vibe. The menu extends beyond drinks to seasonal savory pastries, including a Caprese danish with burratini and a gluten-free banana loaf, crafted to complement the rare coffees.
The price tag also reflects exclusivity. WatchHouse’s “Rarities” program showcases beans few other shops offer, elevating their appeal. Baristas train rigorously to brew these coffees with precision, highlighting subtle notes like floral hints or fruit undertones. Staff like Sachi Patel guide guests through a curated tasting experience, pairing rare brews with palate-cleansing teas and informational cards to deepen appreciation. The shop aims to educate customers about specialty coffee, framing each cup as both a lesson and a treat.
While $28 might shock casual drinkers, regulars argue it’s a fair trade for unmatched quality in a one-of-a-kind setting.
Beyond the beans, the Chrysler Building’s cachet lets WatchHouse position itself as a luxury brand. Its Fifth Avenue flagship set the stage, but the Chrysler site leans harder into heritage and scarcity. Even critics admit the experience—rare coffee in a historic skyscraper—can’t be replicated at chain cafes.
For those willing to pay, it’s less about caffeine and more about owning a moment of indulgence wrapped in New York iconography. In a city where status often comes with a steep bill, WatchHouse’s brew fits right in.
