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The Watches of Switzerland Group elevates its presence in the US through renovation and mono-brand boutique openings

Development includes the unveiling of a new Mayors store concept along with monobrand openings with Rolex, Tudor, Breitling and Bulgari

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As part of its continued development of the North American market and in line with its Long Range Plan released in July 2021, The Watches of Switzerland Group (The Group) is pleased to announce dedicated expansion around its Mayors operations, along with an expanded footprint with existing and new mono-brand partners including Rolex, Tudor, Breitling and Bulgari.
Mayors, the celebrated jewelry and watch retailer, has announced it will reveal a series of renovations and expansions, including updates to existing stores, the addition of select mono-brand boutiques and dedicated shop-in-shops, as well as luxury hospitality offerings. Despite the Pandemic, The Watches of Switzerland-owned company has seen record growth over the past two years, with explosive sales figures, particularly in the fine jewelry and bridal categories of its business.
Mayors’ Aventura Mall location has unveiled an exciting new look, with three interconnected stores housed under individual storefronts: Mayors, Rolex and Bulgari. In the main Mayors location, additions include an exceptional array of Mayors bridal, diamond fashion jewelry and fine jewelry from partners like Roberto Coin - whose new Venetian Princess collection is exclusive to Mayors - as well as a new, private VIP lounge, providing the utmost discretion for customers viewing its high jewelry collections. 
The Bulgari boutique is one of the only of its kind opening in the next two years; its model will take the customer through the ultimate Bulgari experience but with all behind-the-scenes operations run by Mayors. The Bulgari boutique’s offerings will include one-of-kind, high jewelry exclusive to this location. Similarly, the Rolex boutique will look and feel like a traditional branded store but with Mayors’ staffing and back-office capabilities.
Also of note is the latest iteration of Mayors at The Mall at Millenia, which has undergone an extensive renovation to bring to life the company’s first branded location of Analog Shift, a shop-in-shop that houses some of the most sought-after vintage watches in the world. The Mall at Millenia is also home to a new Mayors operated mono-brand Tudor boutique, which will offer an exceptional range of men’s and women’s timepieces along with the Experience Table, a life-size vintage diver, and an eclectic library wall with vintage articles. 
Mayors will feature a broad selection of its prestigious designer brands, like Messika, Fope and Mikimoto, along with Mayors bridal, diamond fashion and high jewelry. Due to its consistently strong-performing sales in the high jewelry category, the store has added extensive inventory of its most luxurious pieces, along with a vast collection of its best-selling engagement and wedding rings. Finally, store visitors will be treated to a hospitality lounge, to complete their luxury shopping experience.
In addition to their first mono-brand boutiques with Bulgari and Tudor, the Group has continued its prosperous relationship with Breitling with the opening of the brand’s boutique at New Jersey’s luxury outpost, The Mall at Short Hills. The mono-brand will join a portfolio of Watches of Switzerland operated Breitling boutiques in Nashville, San Jose and Philadelphia.
Lastly, after dedicated expansion to their Las Vegas operations at the Wynn, Watches of Switzerland is unveiling their newly refurbished Rolex boutique that will now be the largest for the brand in the United States within the Group’s portfolio. Adjacent to the Rolex boutique, The Group continues to push the luxury consumer experience and will be introducing cutting-edge window display technology in partnership with Dynamix Pro. The new technology will allow patrons to experience the full product assortment, allowing for a fully immersive shopping experience as the first retailer to introduce a comprehensive digital display of their brand partners’ product through LED window display.

"At Watches of Switzerland we have no preference between multi-brand showrooms, mono-brand boutiques or e-commerce. The client ultimately decides and we are investing behind all three areas. We're delighted to open our first Bulgari and Tudor mono-brand boutiques adjacent to newly refurbished Mayors showrooms in Aventura and Orlando respectively. Our newly refurbished Rolex boutique in the Wynn resort in Las Vegas is second to none in the US and we've also taken the opportunity to introduce MB&F, Bovet & Chopard corners in our adjacent Watches of Switzerland showroom."

David Hurley, Executive Vice President of Watches of Switzerland USA