Swatch

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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. — Taylor Berman