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NEW YORK CITY-Geneva Watch Group, which produces branded timepieces under license, is moving back to the Fashion District after more than a decade in Long Island City. The company has signed a 10-year lease for a full floor of 32,359 square feet at the Lightstone Group’s 1407 Broadway.

Terms were not disclosed. Although asking rents at the 1.1-million-square-foot 1407 Broadway are $52 per square foot, leasing agent Grant Greenspan of the Kaufman Organization, tells GlobeSt.com that one factor in the watchmaker’s move back to Manhattan is that “current market conditions were in their favor.”

Moreover, Brinda Italia, Geneva’s corporate parent since last September, saw an opportunity to take space in Manhattan, says Greenspan. Geneva Watch already operates a small showroom at 390 Fifth Ave. As for the choice of 1407 Broadway, he says, “It’s an icon of the neighborhood.”

Showroom space will be a major component of Geneva Watch’s 1407 Broadway presence, which will also house its corporate headquarters, says Greenspan. A principal of the Kaufman Organization, he’s marketing space at the 42-story tower for Lightstone, which owns the property through its subsidiary 1407 Broadway LLC, and its asset manager, Prime Group Realty Trust. A wrap-around terrace running an entire city block will figure in Geneva Watch’s plans for the space; the company will use the setback as a selling area and stage promotional events on the terrace in warmer weather.

At 1407 Broadway, Geneva Watch represents “a new category for us,” Greenspan says. The property, which is 86% leased and underwent a capital improvement program last year, has primarily housed apparel designers up to now. “We’re making a big push to bring in fashion accessory tenants as well,” Kaufman says. “There are multiple synergies between these markets.”

Greenspan and his Kaufman colleague Michael Heaner represented the ownership in the transaction, while Steven Kaplan and Jack Wallis of the Lansco Corp. represented the tenant. Currently housed at 47-50 33rd St. in Long Island City, Geneva Watch makes timepieces for Kenneth Cole, BCBG Max Azaria, Betsey Johnson, Mudd, Tommy Bahama and Under Armour, among others. It was founded in 1974 as the Advance Group and took on its current name in 2006.

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