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
AuctionsFeb 18, 2026
Joanna Carson’s Jewels Head to AuctionThe estate of the model, philanthropist, and ex-wife of Johnny Carson has signed statement jewels up for sale at John Moran Auctioneers.
PodcastsFeb 18, 2026
Episode 2: Jewelry Trends & Does the Red Carpet Matter?Are arm bands poised to make a comeback? Has red-carpet jewelry become boring? Find out on the second episode of the “My Next Question” podcast.
MajorsFeb 18, 2026
Select Jewelry Inks Agreement to Distribute Lightweight Gold JewelryIt will lead distribution in North America for Graziella Braccialini's new gold pieces, which it said are 50 percent lighter.
Brought to you by
The MJSA Mentor & Apprenticeship Program: Attracting & Training the Next Generation of Bench JewelersLaunched in 2023, the program will help the passing of knowledge between generations and alleviate the shortage of bench jewelers.
Policies & IssuesFeb 18, 2026
Community for Ethical Jewelry Looks for Executive DirectorThe organization is seeking a new executive director to lead it into its next phase of strategic growth and industry influence.
Weekly QuizFeb 12, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Events & AwardsFeb 18, 2026
DCA to Host Gemstone Selling Education Session at IJO EventThe nonprofit will present a live, two-hour introductory course on building confidence when selling colored gemstones.
TrendsFeb 17, 2026
A Bit of Jewelry for the Year of the HorseWestern wear continues to trend in the Year of the Fire Horse and along with it, horse and horseshoe motifs in jewelry.
Brought to you by
How Jewelers Can Fight Back Against Cell JammersCriminals are using cell jammers to disable alarms, but new technology like JamAlert™ can stop them.
SourcingFeb 17, 2026
Colored Gemstone Experts Talk Tariffs, Trends in TucsonAlthough the market is robust, tariffs and precious metal prices are impacting the industry, Stuart Robertson and Brecken Branstrator said.
GradingFeb 17, 2026
Dr. George Rossman, Former GIA Governor, Dies at 81Rossman, who advised GIA for more than 50 years, is remembered for his passion and dedication to the field of gemology.
CrimeFeb 13, 2026
JSA Offering $10K Reward in Nancy Guthrie Case Guthrie, the mother of “Today” show host Savannah Guthrie, was abducted just as the Tucson gem shows were starting.
IndependentsFeb 13, 2026
97-Year-Old New Mexico Jewelry Store To CloseButterfield Jewelers in Albuquerque, New Mexico, is preparing to close as members of the Butterfield family head into retirement.
CollectionsFeb 13, 2026
A ‘Rosebud’ Necklace for Valentine’s DayPaul Morelli’s “Rosebud” necklace, our Piece of the Week, uses 18-karat rose, green, and white gold to turn the symbol of love into jewelry.
MajorsFeb 13, 2026
JFC Announces New BeneficiariesThe nonprofit has welcomed four new grantees for 2026.
MajorsFeb 12, 2026
These 8 Saks Fifth Avenue Stores Are ClosingParent company Saks Global is also closing nearly all Saks Off 5th locations, a Neiman Marcus store, and 14 personal styling suites.
CollectionsFeb 12, 2026
British Museum Raises $5M to Keep Jewel Linked to Henry VIII, Katherine of AragonIt is believed the 24-karat heart-shaped enameled pendant was made for an event marking the betrothal of Princess Mary in 1518.
SourcingFeb 12, 2026
‘Cotton Candy’ Necklace, 35-Carat Kunzite Win 2025 ‘Buyer’s Choice’ AwardsThe AGTA Spectrum and Cutting Edge “Buyer’s Choice” award winners were announced at the Spectrum Awards Gala last week.
Events & AwardsFeb 12, 2026
Kering Opens Entries for 2026 Sustainability-Focused AwardThe “Kering Generation Award x Jewelry” returns for its second year with “Second Chance, First Choice” as its theme.
TrendsFeb 11, 2026
Halle Berry’s Retro Engagement Ring Is a Sapphire-Set StunnerSourced by For Future Reference Vintage, the yellow gold ring has a round center stone surrounded by step-cut sapphires.
MajorsFeb 11, 2026
Francesca’s Files for Chapter 11 Bankruptcy AgainThe clothing and accessories chain announced last month it would be closing all of its stores.
CollectionsFeb 11, 2026
Zales Turns Sweethearts Into Jewelry for Valentine’s Day CollectionThe “Zales x Sweethearts” collection features three mystery heart charms engraved with classic sayings seen on the Valentine’s Day candies.
TechnologyFeb 11, 2026
Gemvision Symposium 2026 Slated for AprilThe event will include panel discussions, hands-on demonstrations of new digital manufacturing tools, and a jewelry design contest.
Events & AwardsFeb 11, 2026
TJS Announces Roundtable, Launches New AppRegistration is now open for The Jewelry Symposium, set to take place in Detroit from May 16-19.
SourcingFeb 10, 2026
At Meeting in South Africa, Support for Natural Diamonds Picks Up Steam Namibia has formally signed the Luanda Accord, while two key industry organizations pledged to join the Natural Diamond Council.
TrendsFeb 10, 2026
Bad Bunny Wears Football-Shaped ‘Desert Diamond’ for Halftime PerformanceLady Gaga, Cardi B, and Karol G also went with diamond jewelry for Bad Bunny’s Super Bowl halftime show honoring Puerto Rico.
SurveysFeb 10, 2026
Shoppers to Spend Big on Jewelry This Valentine’s Day, Says NRFJewelry is expected to be the No. 1 gift this year in terms of dollars spent.
FinancialsFeb 10, 2026
Kering Plans Transformation as 2025 Sales Sink 13%As star brand Gucci continues to struggle, the luxury titan plans to announce a new roadmap to return to growth.
