Tissot is taking window shopping to a whole new level. From this week until June 18, the watch maker will be holding an experiential promotion highlighting its newly developed Augmented Reality Experience (ARE) technology as part of The Bay’s window displays on the corner of Yonge and Queen streets in Toronto.

Passers-by participating in the event will receive a plastic wrist-band and will be directed to interact with one of two 42” touch-screens. After choosing a men’s watch through the screen, a projection of themselves wearing their chosen up-scale band will appear.

The stunt was created with Oakville, ON.-based Endo Networks and UK-based agency Holiton as a one-off in partnership with The Bay to ramp up Father’s Day sales for their line of men’s watches, Jeremy Kahnert, Tissot marketing manager tells MiC.

“This experience is totally new to North America, we are the first to do this,” says Kahnert, “It’s interesting because we are redefining window shopping.”