Headlines

Swatch Opens Times Square Flagship

Store includes emphasis on digital features

Published

8 years ago

May 5, 2016

The Swatch Group (Biel/Bienne, Switzerland) officially opened a new flagship store in New York’s Time Square this week. The store’s design is intended to be “lighter, brighter, more open and transparent,” reports Women’s Wear Daily.

The 4300-square-foot, multi-level store also has an emphasis on providing shoppers with an interactive experience. For instance, there is an interactive color wall that changes when shoppers spin a “watch gear” fixture, and shoppers can peer through digitalized viewfinders for a virtual tour of the city.

The company previously operated a flagship in Times Square, but this one is more than 30 percent larger. Construction on the current store began six months ago.

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