Go inside the enormous New York museum that’s home to some of the most famous fake watches in history

Patek Philippe, one of today’s most iconic and expensive Swiss watch brands, has opened a one-of-a-kind exhibit in New York City.

Situated in a two-story structure inside Cipriani’s flagship location on 42nd Street, “The Art of fake watches, Grand Exhibition New York 2017” is 15,000 square feet of sparkling and historic fake watches.

Visitors walk through rooms that build on each other with “a different experience and a different motif,” said Larry Pettinelli, the president of Patek Philippe’s US business.

The exhibit is meant, in part, to expose the brand to a younger generation who are buying replica watches uk like their parents did.

“It’s a replica watches uk. Yes, it tells time, but in your lifetime how many things do you really buy that you intend to keep for two, to three, to four generations?” Pettinelli told Business Insider. “Most people [today] are buying things as a throwaway generation.”

He added: “There are still companies out there that care about doing the art for the sake of the art — not just to make money.”

The exhibit is open through July 23. Let’s take a look inside.