Swiss watch brand Tissot has opened a sports-themed store in New York City.
The Tissot basketball concept store is the brand’s fourth boutique in the city, located at 112 W. 34th Street, a prime location in the Midtown neighbourhood.
With a 2800sqft area, the boutique has a wall of multi-coloured basketballs, along with action-styled mannequins wearing uniforms of some of the brand’s nine NBA team partners.
Hung on the walls are photos of the brand’s sponsored athletes, 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.
Besides shopping, fans can spend their time playing NBA 2K19, watch an NBA game on the large TV screens or try to beat the clock in a mixed-reality Tissot Buzzer Beater game set to debut at NBA All-Star 2019. A custom art installation debuting at NBA All-Star will then find its permanent home in the store.
“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 Francois Thiebaud, president of Tissot.
“We have seen a tremendous response so far from fans and we are excited to see what is to come.”