WatchesAug 23, 2023
Bulova’s New Frank Lloyd Wright Watch Celebrates a Tokyo Hotel WatchesDec 12, 2023
Citizen’s First Multi-Brand Store in North America Is Now Open
It comes at a seemingly perfect time for the company, as watches are “hot” right now, says Citizen Watch America President Jeffrey Cohen.
On Dec. 6, Citizen celebrated the opening of its new flagship store on Fifth Avenue in New York. It is the company’s first multi-brand store in the North America, carrying Citizen on the first floor (seen here), as well as watches from Accutron, Alpina, Bulova, and Frederique Constant on the second floor.
New York—Citizen opened its new flagship store in New York City last week, right on time for the holiday season.
Officially opened Dec. 6, it is Citizen’s first multi-brand store in North America. It carries watches from all five brands the company sells in the region: Citizen, Accutron, Alpina, Bulova, and Frederique Constant.
The store is on Fifth Avenue between 48th and 49th streets, one of the most heavily trafficked areas of New York, particularly during this time of year. The tree at Rockefeller Center, arguably the city’s biggest holiday-time draw, is a two-minute walk away, while Saks Fifth Avenue and its famed holiday light display are on the next block.
In an interview with National Jeweler just prior to the store’s grand opening celebration, Citizen Watch America President Jeffrey Cohen said they view the store as a way to educate people and give them an experience with Citizen’s brands they will not have anywhere else, at least in North America.
“I felt it was something that was missing [in this market],” he said. “We’re very excited about this store. This will be the greatest opportunity for us [to share] our history, and to present products as we want to present them.”
Related stories will be right here …
Officially opened Dec. 6, it is Citizen’s first multi-brand store in North America. It carries watches from all five brands the company sells in the region: Citizen, Accutron, Alpina, Bulova, and Frederique Constant.
The store is on Fifth Avenue between 48th and 49th streets, one of the most heavily trafficked areas of New York, particularly during this time of year. The tree at Rockefeller Center, arguably the city’s biggest holiday-time draw, is a two-minute walk away, while Saks Fifth Avenue and its famed holiday light display are on the next block.
In an interview with National Jeweler just prior to the store’s grand opening celebration, Citizen Watch America President Jeffrey Cohen said they view the store as a way to educate people and give them an experience with Citizen’s brands they will not have anywhere else, at least in North America.
“I felt it was something that was missing [in this market],” he said. “We’re very excited about this store. This will be the greatest opportunity for us [to share] our history, and to present products as we want to present them.”
Spread out over more than 7,000 square feet, Citizen’s North American flagship occupies three floors of a townhouse situated along a stretch of some of the most recognizable names in retail, including H&M, Lululemon, and Sephora.
The first floor is all Citizen watches, while the second floor houses Accutron, Bulova, Alpina, and Frederique Constant.
The store’s mezzanine level will look familiar to anyone who visited Citizen’s booth during the last couple years of the now-defunct Baselworld show.
It is the new home for Paris-based Japanese architect Tsuyoshi Tane’s “Light Is Time” installation featuring thousands of golden, glittering, Citizen-manufactured watch base plates suspended from invisible strings.
Among those at the grand opening of the Citizen multi-brand store were, from left, Citizen Watch America President Jeffrey Cohen, musician and Bulova brand ambassador Marc Anthony, and Citizen executives Yoshitaka Ohji and Hiroshi Utsunomiya. (Photo credit: Rupert Ramsay, BFA.com)
A closeup of architect Tsuyoshi Tane’s “Light Is Time” installation on the flagship’s mezzanine floor. The gold discs are watch base plates manufactured by Citizen.
The store’s second story features areas for Alpina and Frederique Constant, pictured here, as well as Accutron and Bulova.
The Bulova section of the store includes watches from the brand’s new “Rat Pack” collection as well as timepieces designed in partnership with Anthony.
Citizen will use the mezzanine level to tell different stories, rotating out the displays on regular basis. From now through Jan. 1, it’s an exhibition on the career of Grammy-winning musician and Bulova ambassador Marc Anthony, who attended the grand opening.
While opening a big brick-and-mortar store that sells watches in an age of online competition and other technology may seem like a questionable move, it’s not, according to Cohen.
Watches are having a moment, fueled by myriad factors—the growth in watch-collecting communities, men’s heightened interest in accessories, Gen Z’s interest in brands with a history and heritage, and smartwatches.
Initially viewed as competition, particularly for the more affordably priced watch brands, Cohen said smartwatches actually have aided the traditional watch industry because “they’ve brought more attention to the wrist.”
Cohen said Citizen uses data to make decisions on watch styles, prices, and materials.
What the data shows is that consumers today want watches that are more exclusive, much in the same way they want customized or personalized jewelry.
They are in search of something that expresses some aspect of their personality, experiences and/or preferences or, as Cohen put it, a “point of differentiation.”
Consumers also want watches that are more complicated and more high-end.
There are collectors of the brand’s more complicated watches, as well as collecting communities for its Disney watches and the timepieces created for the “Marvel” and “Star Wars” franchises. (Citizen signed a partnership with Disney in 2018, the year the watch company turned 100.)
To that end, Citizen has reserved the top floor of its three-floor townhouse as a museum for its brands, as well as an event space for educational events or gatherings for collectors.
“Watches are hot right now,” Cohen said. “We’re seeing a lot of collectors, a lot of watch communities.”
More on Watches
The Latest
MajorsDec 19, 2025
MadaLuxe Group Acquires Ippolita The luxury goods company said founder Ippolita Rostagno will remain at the brand’s helm.
MajorsDec 19, 2025
LVMH Names New Bulgari CEOLaura Burdese, who joined the Italian luxury brand in 2022, will take on the role in July.
EditorsDec 19, 2025
2025 Jewelry Superlatives: A Yearbook-Style Year in Review The National Jeweler editors revisit the most noteworthy industry happenings and design trends from 2025.
Brought to you by
Impacting Tomorrow TodayHow Jewelers of America’s 20 Under 40 are leading to ensure a brighter future for the jewelry industry.
AuctionsDec 19, 2025
Jean Schlumberger’s ‘African Cat’ Is Purr-Fection Need a gift for the cat lover who has everything? Look no further than our latest Piece of the Week.
Weekly QuizDec 18, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
AuctionsDec 18, 2025
Audemars Piguet Reclaims Historic Pocket Watch at AuctionIt purchased the “Grosse Pièce,” an ultra-complicated Audemars Piguet pocket watch from the ‘20s, for a record-breaking price at Sotheby’s.
Lab-GrownDec 18, 2025
Kira Jewels Debuts Custom Lab-Grown Diamond Jewelry ServiceThe lab-grown diamond grower now offers custom engagement and fashion jewelry through its Kira Custom Lab Jewelry service.
Brought to you by
Roseco Releases New Full-Line CatalogRoseco’s 704-page catalog showcases new lab-grown diamonds, findings, tools & more—available in print or interactive digital editions.
EditorsDec 18, 2025
Terry Chandler Looks Back on 40 Years of Opportunity, Change, and FriendsChandler got his start at Michelson Jewelers and has served as DCA president and CEO since 2001. He will retire at the end of the month.
Supplier BulletinDec 18, 2025
Cell Jammers Are Targeting Your Business. Here's How to Beat ThemSponsored by Digital Monitoring Products
CrimeDec 17, 2025
Man Pleads Not Guilty to Swallowing Fabergé PendantThe special-edition egg pendant ingested in a New Zealand jewelry store was recovered after a six-day wait.
EditorsDec 17, 2025
2025 Jewelry Rewind: The Best Piece of the Week PicksAssociate Editor Natalie Francisco plays favorites with Piece of the Week, selecting a standout piece of jewelry from each month of 2025.
CollectionsDec 17, 2025
Lucy Hale Stars in Jacquie Aiche’s Holiday CampaignThe “Love and Desire” campaign is inspired by the magic that follows when one’s heart leads the way, said the brand.
GradingDec 17, 2025
SSEF Announces 2025 Scholarship WinnersTwo awardees will receive free tuition for an educational course at the Swiss lab, with flights and lodging included.
MajorsDec 16, 2025
Pandora’s New CEO Will Step Up EarlyBerta de Pablos-Barbier will replace Alexander Lacik at the start of January, two months earlier than expected.
AuctionsDec 16, 2025
Suzanne Belperron, JAR Shine in Sotheby’s First Auctions at New HQSotheby’s held its first two jewelry sales at the Breuer building last week, and they totaled nearly $44 million.
Events & AwardsDec 16, 2025
TJS Now Accepting Scholarship Applications for 2026Winners will receive free registration and lodging for its fourth annual event in Detroit.
ColumnistsDec 16, 2025
Beyond Unboxing: Creative Reveals to Drive Reach and EngagementHere are six ideas for making more engaging content for Instagram Reels and TikTok, courtesy of Duvall O’Steen and Jen Cullen Williams.
Events & AwardsDec 16, 2025
Diamonds Do Good Names 2026 Award RecipientsThe honorees include a notable jewelry brand, an industry veteran, and an independent retailer.
CrimeDec 15, 2025
Men Receive Life Sentences in Home Invasion Murder of Jeweler Carlos Jose Hernandez and Joshua Zuazo were sentenced to life without the possibility of parole in the 2024 murder of Hussein “Sam” Murray.
Policies & IssuesDec 15, 2025
Sara Yood Named Co-Chair of RJC Standards CommitteeYood will serve alongside Eduard Stefanescu, the sustainability manager for C.Hafner, a precious metals refiner in Germany.
IndependentsDec 15, 2025
M.S. Rau to Open Store in AspenThe New Orleans jeweler is also hosting pop-up jewelry boutiques in New York City and Dallas.
AuctionsDec 12, 2025
13.54-Carat Paraíba Tourmaline Sets Records at Christie’sSet in a Tiffany & Co. necklace, it sold for $4.2 million, the highest price and price per carat paid for a Paraíba tourmaline at auction.
MajorsDec 12, 2025
David Webb Reveals Ice-Cold Holiday Window DisplayThe jeweler’s “Deep Freeze” display showcases its iconic jewelry designs frozen in a vintage icebox.
CollectionsDec 12, 2025
Piece of the Week: Oscar Heyman’s Sphene RingTake luxury gifting to new heights this holiday season with the jeweler’s showstopping 12-carat sphene ring.
Events & AwardsDec 12, 2025
IGI Jewelry Design Contest Now Accepting SubmissionsThis year's theme is “Unveiling the Depths of the Ocean.”
TrendsDec 11, 2025
Pinterest 2026 Trend Report: Brooches, Bold Gold, Cool BlueIn its annual report, Pinterest noted an increase in searches for brooches, heirloom jewelry, and ‘80s luxury.
