Swatch Group Set to Open First Hour Passion Boutiques in U.S.

The Swatch Group is bringing its mid-range multibrand to the United States. This week the luxury conglomerate announced that it would open two Hour Passion boutiques, in New York and Las Vegas.

The multibrand boutiques offer the Swatch Group’s mid to high range brands in one location, with collections from brands like Longines, Rado, Tissot, Balmain, Certina, Mido, Hamilton, Calvin Klein Watch and Jewelry, Swatch and Flik-Flak. The stores are comprised of individual retail areas dedicated to each brand.

The first Hour Passion location will be a 2,500 square foot space on 34th Street in Manhattan. The boutique, which is expected to open in late November, will feature a mezzanine lounge where customers can familiarize themselves with selected timepieces. A 1,500 square foot location at the Aria Resort & Casino in Las Vegas will follow.

Nick Hayek, President of Swatch Group Management Board, commented, “The US market and the American consumer are very important to us. We feel that they should be served in the best way possible. The outstanding Hour Passion boutiques in New York and Las Vegas will give consumers a chance to experience some of our finest brands.”

Established in 2004, the Hour Passion concept now has more than 50 boutiques, with locations in Switzerland, UK, France, Ireland, Germany, Italy, Spain, Russia, Poland, USA, Malaysia and China.

Photos courtesy Swatch Group.

Adrienne Faurote

Editor in Chief · Haute Time

As a former New Yorker, now a “Miamian,” Adrienne Faurote joined Haute Living in August of 2021. She currently serves as the Haute Media Group Editor-in-Chief, overseeing all editorial platforms within the Haute Media Group while also maintaining her role as Fashion, Jewelry & Watch Director. Prior to her position at Haute Living, Faurote was the Market Editor at Marie Claire Magazine US, amassing over ten years in the industry, becoming an authoritative voice in all things fashion, jewelry, and watches.