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Tony Parker Plays Overtime With Tissot

The Swiss watch brand’s new NYC boutique highlights Tissot’s presence as a trusted timekeeper in sports

Author Alex Sandy

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It’s fitting that Tony Parker helped open Tissot’s new store on Wall Street, in New York City’s Financial District, this past November. After all, the star point guard of the defending NBA champion San Antonio Spurs is one of Tissot’s ambassadors. Beyond that, though, the new boutique highlights the Swiss watch brand’s presence as an official timekeeper for a number of sporting events—including the International Basketball Federation World Cup—with video of various games timed by Tissot showing on a huge digital screen, as well as large-scale wall art featuring Parker and other brand ambassadors, including NASCAR’s Danica Patrick.

“Tissot has a rich heritage of precise timekeeping and advanced design,” says Parker, who returned to the Wall Street store last month to highlight the brand’s perch as a trusted timekeeper in sports. The six-time NBA All-Star hosted a shooting competition—timed, naturally, with a Tissot shot clock—in which fans had the chance to win New York Knicks tickets and a Tissot Tony Parker limited-edition timepiece.

Of course, the new boutique at 45 Wall Street has more to offer than a chance to rub elbows with star athletes. There’s a historical exhibition featuring vintage timepieces from Tissot’s 162-year history, including an 18-karat yellow gold watch from 1937, and a “Watchmakers Corner” manned by a specialist who is available for on-premises sizing and repairs.

Tissot President François Thiébaud is ecstatic about the brand’s second brick-and-mortar in the U.S.—the company opened a Fifth Avenue location last summer, not far from Midtown Manhattan’s Museum of Modern Art. “The new Tissot boutique is the perfect addition to the world’s principal financial center,” he says. “We’re proud to further establish our New York presence with this beautiful new boutique.”

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