Tissot has opened a new concept store in New York City to highlight its National Basketball Association partnership and passion for the game.

Tissot has opened a fourth boutique in New York City. Situated in Midtown, the concept store celebrates the brand’s role as official watch and timekeeper of the National Basketball Association. The physical location aims to embody the style and performance attributes representative of the sport.

Spanning 2,800 square feet, the Tissot space features a wall of multi-coloured basketballs and mannequins dresses in uniforms from the watchmaker’s nine NBA team partnerships. In addition, photos of its athlete partners like Tony Parker, Klay Thompson, and Trae Young grace the venue’s interiors.

Meanwhile, fans are welcome to watch an NBA game on large television screens or try to beat the clock in the mixed Tissot Buzzer Beater reality game, a feature debuting at the NBA All-Star 2019 before arriving at the new store. Also, a custom art installation will soon find a permanent spot there.

“This is a departure from our traditional merchandising strategy but with our continued partnership and passion around the NBA, we wanted to harness that power to showcase our brand in a new light. We have seen a tremendous response so far from fans,” said François Thiébaud, President of Tissot.

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