Watches Of Switzerland Is Rapidly Expanding In The US Unveiling Bespoke Boutiques With Rolex, Bulgari & More

After releasing its Long Range Plan in July of last year, The Watches of Switzerland Group (The Group) is continuing its major expansion throughout the United States. The Group is set to unveil a new Mayors store concept alongside prestigious mono-branded openings with Rolex, Tudor, Breitling, and Bulgari. 

Mayors, the celebrated jewelry, watch retailer, and The Watches of Switzerland-owned company, has announced it will reveal a series of renovations and expansions as well as new mono-brand boutiques and dedicated shop-in-shops. It’s been an extremely impressive year for Mayors—despite the pandemic—as the brand has seen record growth over the last several years; thus, this expansion is a true testament to the brand’s outstanding presence in the luxury market. 

“At Watches of Switzerland, we have no preference between multi-brand showrooms, mono-brand boutiques or e-commerce,” says David Hurley, Executive Vice President of Watches of Switzerland USA. “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.”

Photo Credit: Courtesy of Watches Of Switzerland

From Florida and New Jersey to Las Vegas, the Group has major plans. A few notable renovations include Mayors’ Aventura Mall location, which will be debuting a stunning new look, with three interconnected stores housed under individual storefronts: Mayors, Rolex and Bulgari. Here, 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, Mayos at The Mall at Millenia has undergone an extensive renovation, housing the mono-branded Tudor boutique. 

Photo Credit: Courtesy of Watches Of Switzerland Photo Credit: Courtesy of Watches Of Switzerland

In addition to their first mono-brand boutiques with Bulgari and Tudor, the Group has continued its burgeoning relationship with Breitling by opening its boutique at New Jersey’s luxury outpost, The Mall at Short Hills.

Perhaps the most highly-anticipated opening is the newly refurbished Rolex boutique in the Wynn at Las Vegas, which will now be the largest for the brand in the United States within the Group’s portfolio.

Photo Credit: Courtesy of Watches Of Switzerland