Swatch's new flagship store opens in Harajuku!

Swatch's flagship store has moved from Ginza to Harajuku and opened as the "Swatch Store Harajuku" on June 16th. The colorful store design blends in with the vibrant streets of Harajuku, making it a fitting location for Swatch, where customers can express their individuality.

Eye-catching colorful exterior

　Swatch has relocated its flagship store, which was previously located on the basement floor of the Nicolas G. Hayek Center in Ginza, to Jingumae in Harajuku. The new store, which opened on June 16th as the "Swatch Store Harajuku," houses not only the store but also the offices of the Swatch business headquarters on the upper floors.

　Located in a vibrant area where art, fashion, and unique culture come together, the Swatch Store Harajuku is so colorful that it catches your eye even from afar. The bright interior, which combines the textures of glass, concrete, mortar, and metal, has a floor area of ​​approximately 248.8 square meters, which is significantly larger than before.

　The irregularly arranged clock displays, neon lights, and metal mesh walls are attached to rails stretching across the ceiling, allowing for flexible rearrangement. This playful presentation, typical of Swatch, means the interior of the store will be different every time you visit.

Customization corner also available

　The store has a "SWATCH X You" corner where customers can custom order their own watch. Customers can use the touch panel to choose their favorite design to be printed on the dial and strap, and decide on a message of up to 15 characters to be printed on the case back, and their one-of-a-kind watch will be completed in about 20 minutes.

　Swatch by You can be ordered from the official online store, but only at this store can you see the entire process in person.

Swatch Store Harajuku

Address: 5-9-15 Jingumae, Shibuya-ku
Hours: 11: 30 ~ 20: 00
Closed holiday: irregular holiday