MSC Cruises has partnered for the first time with Geneva-based TimeVallée for a new luxury watch retail store onboard the MSC Seascape.

The store will feature some of the most prestigious watches available from more than 30 top luxury brands including Cartier, Baume & Mercier, Hublot, IWC, Mont Blanc, Panerai and Tag Heuer, according to a press release.

Brandon Briggs, SVP Onboard Revenues, MSC Cruises, said: “The beauty of luxury shopping at sea is that cruise guests have plenty of time on board. Since cruises are most often at least seven days long, guests have the ability to return throughout the cruise, revisiting their desired purchases and savoring the luxury experience. As we evolve our ships, we have understood the importance of evolving our retail spaces along with them; creating larger retail spaces that are more tailored to customer needs, which is why TimeVallée’s multi-brand but in-depth approach was a perfect fit for our guest experience.”

Michael Guenoun, CEO, TimeVallée International, added: “We are delighted to partner with MSC to open TimeVallée at sea for the first time. We are bringing the utmost luxury experience for watch lovers to discover a unique luxury retail concept where client can discover and browse through the most sought-after fine watchmaking brands.”

The MSC Seascape, currently crossing the Atlantic to the USA, will be based in PortMiami following her naming ceremony in New York.