Tissot, the Swiss watch brand, celebrated the official opening of its fourth New York City boutique, a concept store dedicated to the brand’s status as Official Watch and Official Timekeeper of the NBA. The store, with a prime location in New York’s Midtown neighborhood at 112 W. 34th Street, pays homage to the style and performance intrinsic to basketball and endemic of its brand.
Immediately upon entering the 2,800 sq. ft. boutique, a wall of multicolored basketballs catch the eye, along with action styled mannequins wearing uniforms from some of the brand’s nine NBA team partnerships. Larger than life photos of the brand’s athlete partners, including three-time NBA Champion and five-time NBA All-Star Klay Thompson, four-time NBA Champion and six-time NBA All-Star Tony Parker and top rookie Trae Young, grace the walls and the iconic Tissot shot clock sits atop a court-ready basketball hoop.
Fans can also spend time at the store 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 to debut at NBA All-Star 2019 and then to arrive at the new boutique. A custom art installation, also debuting at NBA All-Star, will then find its permanent home in the Tissot 34th Street Boutique.
“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.”
Tissot has been named Official Timekeeper and Partner of many global events such as basketball with the NBA and FIBA; cycling with the Tour de France and the UCI World Cycling Championships; motorsports with MotoGPTM and the FIM World Superbike Championship and many more in the sports of ice hockey, fencing and rugby.
Image courtesy Tissot
