It’s about time you updated your wristwear, and you can get a fashionable ticket at the sixth NYC Swatch store (others are in JFK Airport, Times Square, Grand Central Terminal and on the Upper West Side). In order to showcase the Swiss brand’s often colorful and eccentric designs, the 1,898-square-foot space is ultramodern and minimalist (the walls, floors and countertops are all stark white). Chandeliers made from Swatch watches hang from the ceiling, and merchandise is artfully displayed on curved countertops and suspended on wall displays. Guys will dig simple plastic-and-silicon round-face watches ($70) and slightly edgier aluminum timepieces ($160), while trend-seeking gals can snatch limited-edition Jeremy Scott neon leopard-print styles ($60). If you’re feeling funky, check out Swatch’s collaboration with Japanese artist Hiroyuki Matsuura, who designed six colorful anime-themed watches ($70). The flagship store also sells Swatch’s line of affordable jewelry, Bijoux ($40–$130).
666 Fifth Ave
|Cross street:||between 52nd and 53rd Sts|
|Opening hours:||Mon–Sat 9am–9pm, Sun 10am–8pm|
|Transport:||Subway: E, M to Fifth Ave–53rd St|
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