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.