Swiss Watch Brand’s Fourth NYC Boutique Uses Innovative Displays and Marketing to Enthrall NBA Fans

Tissot, the leading global Swiss watch brand in terms of distribution, opened 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.

When they are not perusing the latest Tissot collections, fans 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 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. We have seen a tremendous response so far from fans and are excited to see what is to come.

— François Thiébaud, President of Tissot

The store is open seven days a week from 10:00 AM to 7:00 PM. For more details on the brand, visit us.tissotshop.com

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Tissot
www.tissotwatches.com

The plus sign in the Swiss Flag within the Tissot logo symbolizes the Swiss quality and reliability Tissot has shown since 1853. The watches, sold all over the world, enable Tissot to be the leader in the traditional Swiss watch industry, exporting more than 4 million watches every year. Tissot stands by its signature, Innovators by Tradition. The high quality of the brand with every component is recognized worldwide.

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.

Key leading products include: Tissot T-Touch (The first tactile watch in 1999), Tissot Le Locle, a timeless, classic, automatic watch with 80 hours of power reserve and Tissot T-Race, “the sporty design.”

All images courtesy of Tissot.

Tags: Accessories, basketball, boutique, concept store, design, fashion store, in-store, NBA, New York City, sports, sportswear, store design, Swiss, Timepieces, Tissot, Top, visual installations