Last Friday, Tissot opened its first US store, located in the heart of New York City’s watch shopping district at 666 Fifth Avenue. It is situated on the west side of Fifth Avenue, between 52nd and 53rd streets, directly across the street from the Rolex building.

A signature feature of the boutique is a working Tissot T-Touch clock located outside of the store, above the door.

Previously at this location was a Swatch boutique, which is another brand owned by the Swatch Group. Tissot is the highest volume traditional Swiss watch maker, according to the brand’s US President, Sharon Buntain. And so, it is fitting that they have taken over the lease at this location.

As you can see from the images, the store has a minimalist design; and a red, white and black color scheme that is consistent with the brand’s logo. With over 800 different references on display, there is no other store in United States that has this many Tissot watches to choose from.

If you cannot make it to the Tissot store, do not worry, they have an online shop as well.