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

    Hour Passion NYC_facade
    A rendering of the Hour Passion New York facade.

    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.

    HOur Passion NYC_2
    A rendering of the Hour Passion New York interior.

    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.”

    Hour Passion Aria Las Vegas
    A rendering of the Hour Passion Las Vegas facade.

    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.

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