Watches of Switzerland gets behind the Knicks against the Mavs

To celebrate the fact that the New York Knicks are currently playing in the NBA Finals for the first time since 1999, Watches of Switzerland has gone hard on its display advertising in Manhattan.

Opposite Penn Station and Madison Square Garden, the national jeweler has taken out two huge billboards, with one saying “It’s time” and the other with Watches of Switzerland’s own branding on.

“If you see it, post your selfie with these billboards in the comments!” said the company’s US president, Jack Gaffaney on LinkedIn. 

The Knicks are playing against the Dallas Mavericks in the NBA Finals, having defeated the Boston Celtics in the Eastern Conference Finals.

Marketing like this is why Watches of Switzerland now counts the US as its single biggest market, and why it overtook Bucherer in National Jeweler’s recent ‘State of the Majors’ list.

Because it is June 2026, the NBA Finals are officially underway right now. The Knicks advanced to the Finals after defeating the Boston Celtics in the Eastern Conference Finals, marking New York’s first trip to the NBA Finals since 1999.