Swatch stores at New York Times Square at the corner for 45th and Broadway

The Times' Square location brings the number of Swatch stores at the Big Apple to 5, and 40 in the U.S. out of 500 worldwide.

This increased retail presence reinforces the brand's commitment to enhance its distribution in key markets across the country.

Swatch's new store concept called 'Jelly Fish' is attracting more than a thousand shoppers a day.

Known for their innovative designs and love for the art, Swatch's 'Jelly Fish' is based on the spirit of transparency.

Light columns change colors to produce translucent effects and the polished, mirrored ceiling and sparkling floor give a feeling of grandeur.

With bright colors, high polished materials, an interactive light system, giant clocks and a fantastic 'conveyor belt' that features both new and collectible Swatch watches, the interior design is an eye-popping experience.

And with Swatch, you don't expect anything less. With the brand's mantra of passion, emotion, beauty, and art - the Times Square location is the embodiment of what the brand stands for.