Swatch Hot Dog

640 Broadway

In the mid-seventies, the Swiss watch industry was in the midst of its worst crisis ever. Technologically speaking, the Japanese competition had been outclassed in 1979 with the launch of the "Delirium," the world´s thinnest wristwatch with a limited... more

In the mid-seventies, the Swiss watch industry was in the midst of its worst crisis ever. Technologically speaking, the Japanese competition had been outclassed in 1979 with the launch of the "Delirium," the world´s thinnest wristwatch with a limited number of components. But the event that marked the upturn in the industry´s fortunes was the founding of SMH, the Swiss Corporation for Microelectronics and Watchmaking Industries. And its answer to the crisis was Swatch-a slim plastic watch with only 51 components (instead of the usual 91 parts or more) that combined top quality with a highly affordable price. It first went on sale in 1983. Since this time, it has gone on to become the most successful wristwatch of all time, and The Swatch Group, the parent company, is the largest and most dynamic watch company in the world.


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NoHo Description

Swatch Hot Dog is located in the NoHo neighborhood of Manhattan. NoHo—the small neighborhood north of Houston (hence "NoHo")—serves as a buffer zone between Greenwich Village on the west and the East Village on the east. Compared to its southern neighbor SoHo, NoHo is a relatively quiet area, despite its proximity to (and some would say its overlapping borders with) New York University. The exact boundaries of NoHo are debatable and seemingly moveable (like many New York City neighborhoods), but it is generally understood to be bounded by Astor Place and Houston Street (on the north and south) and Broadway and The Bowery (on the west and east).

Far from the farmland it used to be, NoHo is now a fashionable and hip piece of New York’s most vibrant real estate. The former warehouse and retail district is a bona fide historic district, with over a hundred buildings ranging from the early nineteenth century to recent years. The neighborhood is home to majestic structures like Colonnade Row, the Cable Building, and the Schermerhorn Building, as well as the Joseph Papp Public Theater and Joe’s Pub. NoHo's history as a retail center is on display at the Merchant's House Museum, a family home kept intact that dates back to the 1800s.

Not that NoHo's days as a retail mecca are over, by any means. On Broadway, you'll find a massive American Apparel store, as well as local favorite Andy's Chee-Pees and every other type of store imaginable, rivaling nearby SoHo's offerings. NoHo's loft-heavy residential offerings have long been home to artists and writers, so it's hardly surprising to find great bookstores like Mercer Street Books, not to mention art house theaters like the Angelika Film Center and the stage venues like Astor Place Theatre, home of the Blue Man Group.

As for the overlapping parts of the NYU campus, two of the most renowned departments of the university—the Gallatin School Of Individualized Study and the Tisch School Of The Arts--are both located on Broadway in Noho. In August, NoHo is involved (along with much of Manhattan) in Summer Streets where huge swaths of city streets are turned into pedestrian walkways, bereft of cars and trucks. The annual NoHo Art Walk showcases emerging artists and the many wonderful art galleries in the neighborhood.

Info

640 Broadway
New York, NY 10012
(212) 777-1002
Website

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