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.