Tissot has opened an NBA-themed concept store in the heart of New York’s midtown neighborhood. It is the fourth directly owned and operated Tissot store in the city.
The Swiss watchmaker is the third largest of the Swatch Group portfolio with estimated sales last year of $1 billion. It is Official Timekeeper to a number of major sporting franchises including the NBA, and the Tour de France.
The unique concept store is packed with NBA-related games and merchandise alongside the Tissot watches.
“This is a departure from our traditional merchandising strategy, but with our continued partnership growth and passion around the NBA, we wanted to harness that power to showcase our brand in a different light,” said François Thiébaud, president of Tissot. “We have seen a tremendous response so far from fans and are excited to see what is to come.”