Swatch Group is introducing its multi-brand retail store Hour Passion in the U.S. United States, and has opened the first store, a 2,500 sq. ft., in New York City, reports say. The store will house all the mid-high segment watches from the Swatch umbrella, with a designated counter for each brand. This store includes a mezzanine lounge where customers can see select pieces.

The company believes the U.S. market is important and accordingly addressed well. The U.S. launch of Hour Passion is set to follow. So far the company operates over 50 stores across the world, reports say.