TimeVallée, MSC Cruises to launch third retail concept

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Swiss multi-brand watch retailer TimeVallée has partnered with MSC Cruises to introduce its third luxury watch retail concept at sea, aboard the MSC World America. When the vessel sets sail on its inaugural voyage from Miami on 12 April 2025, guests will be invited into a 269-square-metre TimeVallée boutique featuring a curated selection of seven prestigious watch brands: Baume & Mercier, Cartier, Chopard, Hublot, IWC Schaffhausen, Panerai, and Tag Heuer. With the aim of bringing innovation and excellence to the cruise environment, TimeVallée has adapted its modular retail concept specifically for MSC World America. The store features the brand’s signature architectural details, such as open exhibition areas and a marquee inspired by a watchband, a design that aims to engage customers with both heritage and modern luxury. MSC World America guests will have the opportunity to explore the world of horology through themed onboard activities, further immersing them in the realm of watchmaking. This new retail space is part of TimeVallée’s broader strategy to expand its presence, with more than 50 boutiques now open worldwide in just 10 years. “We are committed to providing our guests with an exceptional and tailored shopping experience,” said Georg Schmickler, MSC Cruises Senior Vice President of Onboard Revenue. “TimeVallée perfectly complements this commitment by offering a curated selection of prestigious watch brands, exceptional watchmaking expertise, and a client-centric approach.” This latest collaboration strengthens the growing partnership between TimeVallée and MSC Cruises, following successful ventures aboard the MSC Seascape in November 2022 and MSC Euribia in May 2024.

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