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Home > Shopping > Swatch


666 Fifth Ave., New York, NY 10019 40.760367 -73.976678
nr. 52nd St.  See Map | Subway Directions Hopstop Popup
646-669-7894 Send to Phone

  • Reader Rating: Write a Review
  • Price Range: ($$) Mid-Range
  • Type: Specialty Shop
  • Products & Services: Jewelry, Lingerie/Hosiery, Watches
Photo by Patrick Siggins

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Official Website


Mon–Sat, 9am-9pm; Sun, 9am-8pm

Nearby Subway Stops

B, D, F, M at 47th-50th Sts.-Rockefeller Center; E, M at Fifth Ave.-53rd St.

Payment Methods

American Express, MasterCard, Visa

Product Guide


  • Jewelry
  • Lingerie/Hosiery
  • Watches


There’s a definite theme to the Swatch shop in midtown, and that theme is Swatch—the chandeliers are made, for the most part, of multicolored Swatches; the cases in the center of the store are all S-shaped; and excepting one, the walls are all covered with Swatches of all imaginable colors and styles (the exception displays a photo of a model holding a Swatch). The shop, just north of Rockefeller Center, doesn’t deviate much from the brand’s other shops and wouldn’t necessarily be out of place in a mall. That said, like all Swatch shops, it is efficient and well-designed, with plenty of employees to help timepiece seekers sort through dozens of different watch styles and types. Prices are also relatively low—the Swiss brand’s colored watches start at the affordable $60 price point and don’t go up far past $200.