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Tissot Swiss Watches celebrates the opening of its fourth NYC boutique, a basketball concept store (Photo: Tissot)
Tissot Swiss Watches celebrates the opening of its fourth NYC boutique, a basketball concept store (Photo: Tissot)
STORE SPACES

Swiss watch brand goes full court in New York with basketball-themed store

BY Marianne Wilson

Tissot has opened a concept store that celebrates its status as the official watch and timekeeeper of the NBA.

The Swiss watch company’s new store, on 34th Street in Midtown Manhattan, is designed to pay homage to the style and performance intrinsic to basketball and endemic of its brand. The 2,800-sq.-ft. space features a wall of multicolored basketballs just past the entry, along with action styled mannequins wearing uniforms from some of Tissot’s nine NBA team partnerships.

The walls are accented with larger than life photos of Tissot’s athlete partners, while its iconic “shot clock” sits atop a court-ready basketball hoop. In addition to shopping, customers can spend time playing NBA 2K19, watching an NBA game on the large TV screens or trying to beat the clock in a mixed reality Tissot “buzzer beater” game.

“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.

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