Watches

Citizen’s First Multi-Brand Store in North America Is Now Open

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.

Citizen’s new flagship store in North America
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 … 
 
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.  

  
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.”  

Michelle Graffis the editor-in-chief at National Jeweler, directing the publication’s coverage both online and in print.

The Latest

Gemist
TechnologyJun 27, 2025
Gemist Raises $6M in Funding to Scale Jewelry Tech Platform

The company is focused on modernizing the custom jewelry buying experience with e-commerce tools like product visualization and 3D styling.

Jeff Preolo, David Stout, Levi Higgs, David Benavides
IndependentsJun 27, 2025
David Webb Announces New Hires, Promotions

Following its recent acquisition, the storied brand has updated its leadership team and regional managers.

Blake Graham and Jessica Kohoutek
Events & AwardsJun 27, 2025
AGS, GIA Announce Beatrice Shipley Scholarship Winner

AGS also named the recipient of its “Women in Leadership” scholarship.

an instructor and a student in a bench jewelry classroom
Brought to you by
Investing in the Next Generation of Bench Jewelers

The Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.

Buddha Mama Monstera Ring
CollectionsJun 27, 2025
Piece of the Week: Buddha Mama’s ‘Monstera’ Wrap Ring

The 20-karat yellow gold and diamond wrap ring is modeled after the Monstera plants in the garden of the brand’s Miami villa.

Weekly QuizJun 26, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Cashier handing Rocksbox bag to customer
MajorsJun 26, 2025
Why Rocksbox Is Opening Stores As Signet Jewelers Downsizes

Rocksbox President Allison Vigil shared the retailer’s expansion plans, and her thoughts on opening stores in malls.

Penny Ruston
IndependentsJun 26, 2025
Penny Ruston Dies at 80

The creator of the WJA Chicago chapter is remembered as a champion for women in the jewelry industry and a loving grandmother.

Jewelers of America logo with meetup, State of the Majors, giveaway and massages
Brought to you by
Jewelers of America is Headed to Las Vegas for JCK 2025

The countdown is on for the JCK Las Vegas Show and JA is pulling out all the stops.

Stock image of woman shopping
SurveysJun 26, 2025
After Recovering in May, Consumer Confidence Dips in June

The decline was consistent across age groups and almost all income groups, with tariffs and inflation still top of mind.

Sorellina Playlist: Electric Dreams Campaign
CollectionsJun 26, 2025
Jam Out With Sorellina’s Jimi Hendrix-Inspired Jewels

The “Playlist: Electric Dreams” collection brings lyrics from the musician’s song, “Little Wing,” to life through fine jewelry.

The Jewelry Symposium event
Events & AwardsJun 26, 2025
The Jewelry Symposium Is Looking for Speakers for 2026 Event

The event is set for May 16-19 in Detroit, Michigan.

Exterior of Marissa Collections’ new store in Nantucket, Massachusetts
IndependentsJun 25, 2025
Marissa Collections Opens in Nantucket as Legal Fight Continues

The Vault’s Katherine Jetter is accusing the retailer of using info she shared for a potential partnership to move into Nantucket.

Counterfeit Cartier “Juste Un Clou” bracelet
CrimeJun 25, 2025
Customs Nabs Another Big Shipment of Fake Cartier, Van Cleef Jewelry

Agents seized 2,193 pieces, a mix of counterfeit Cartier “Love” and “Juste Un Clou” bracelets, and Van Cleef & Arpels’ “Alhambra” design.

Karine Choudhrie Big Splash Circus Starfish and Lantern Fish
CollectionsJun 25, 2025
Splash into Karina Choudhrie’s Collection of Underwater Circus Performers

The designer brought her children’s book, “The Big Splash Circus,” to life through a collection of playful fine jewelry characters.

Jewelers of America
Events & AwardsJun 25, 2025
JA Announces Impact Initiative Fund Recipients

The trade association has chosen the recipients of the funding initiative it formed to foster the growth and sustainability of the industry.

John Dyer Montana Sun Sapphire
SourcingJun 25, 2025
2025 AGTA Spectrum Awards Open for Entries

The organization has also announced this year’s slate of judges.

Khepri Jewels Luna collection fancy color fringe multi-shape drop diamond earrings
EditorsJun 24, 2025
The Best New Jewelry from Couture 2025, Part 2

Associate Editor Natalie Francisco shares 20 additional pieces that stood out to her at the Couture show.

Lori Tucker
IndependentsJun 24, 2025
Colorado Bench Jeweler Celebrates 50 Years With Local Retailer

Lori Tucker started at Williams Jewelers when she was 18 years old.

XO Tacori diamond ring
MajorsJun 24, 2025
Tacori, QVC to Launch Exclusive Lab-Grown Diamond Jewelry Collection

The “XO Tacori” collection was designed to blend luxury and accessible pricing.

Pritesh Patel
GradingJun 23, 2025
GIA Names New President and CEO

Pritesh Patel, the lab’s chief operating officer, will take over as president and CEO of GIA.

Graphic for Las Vegas recap episode of “My Next Question”
Recorded WebinarsJun 23, 2025
Watch: Top Trends at Couture, JCK Las Vegas 2025

National Jeweler and Jewelers of America discuss the standout jewelry trends and biggest news to emerge from the shows this year.

Luanda Accord
SourcingJun 23, 2025
Diamond Producers, Organizations to Kick in Money to Promote Natural Diamonds

Signatories to the “Luanda Accord” committed to allocating 1 percent of annual diamond revenue to the Natural Diamond Council.

Penny Preville, Maggie Hess, Stella Song, and Benjamin King
Events & AwardsJun 23, 2025
Jose Hess Design Awards Celebrate 6 Jewelry Designers

The winning designs captured the “Radiance” theme.

24th Gem Awards Show Logo
Events & AwardsJun 23, 2025
Gem Awards Now Accepting Nominations for 2026

Nominations in the categories of Jewelry Design, Media Excellence, and Retail Innovation will be accepted through July 30.

Single Stone Bryn Ring and Grace Lee Marquise Demi Demi Ring
TrendsJun 20, 2025
Dua Lipa Stays On-Trend With Chunky Engagement Ring

The singer’s ring ticks off many bridal trends, with a thick band, half-bezel setting, and solitaire diamond.

Yvonne Léon Python Gold Bracelet
TrendsJun 20, 2025
Piece of the Week: Yvonne Léon’s ‘Python Gold’ Bracelet

The bracelet references vintage high jewelry and snake symbolism as a playful piece where a python’s head becomes a working belt buckle.

Stock image of handcuffs
CrimeJun 18, 2025
7 Men Indicted in $100M Brinks Jewelry Heist

The heist happened in Lebec, California, in 2022 when a Brinks truck was transporting goods from one show in California to another.

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy