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Mayors, Analog:Shift Team Up With Goop
The lifestyle platform will stock fine jewelry and watches from the retailers on its website and in store.
A selection of luxury watches from Analog:Shift that lifestyle brand Goop will offer on its website and in its store. The pre-owned watch e-tailer and Mayors Jewelers are teaming up with Goop on a new e-commerce and retail venture.
New York—Mayors Jewelers and pre-owned watch e-tailer Analog:Shift are partnering with lifestyle brand Goop on a new e-commerce and retail venture.
Founded by actress Gwyneth Paltrow in 2008, Goop started as a newsletter and evolved into a retail empire, focusing on wellness, travel, food, beauty, style, and work.
Now, Goop will expand its fine jewelry and timepiece assortment with a curated collection of vintage watches and jewelry staples on its website and in its Sag Harbor, New York brick-and-mortar location.
The offerings will include Mayors’ best-selling diamond jewelry and rare watches from Rolex, Patek Philippe, and other luxury brands, provided by Analog:Shift.
The partnership marks the first time Mayors and Analog:Shift have worked together under parent company Watches of Switzerland’s digital umbrella.
Watches of Switzerland purchased Mayors from Canadian chain Birks in October 2017 for $104.6 million. It acquired Analog:Shift in 2020 for an undisclosed amount.
“Both Mayors and Analog:Shift are committed to investment level quality, two core tenants of the goop ethos,” said the companies in a joint press release.
“While Mayors is known for its trend-setting signature fine jewelry collection and a wide range of jewelry and watch offerings from premier brands, Analog:Shift is the coveted platform for shoppers who are seeking exceptional contemporary classics and vintage watches.”
The collaboration also promotes the sustainability and responsibility standards set by Watches of Switzerland, said the companies, and encourages recycling and reusing products while cutting back on the negative environmental effects of fast fashion.
Watches of Switzerland is also looking to bolster its e-commerce footprint, making Goop a natural fit.
“Goop is one of the leading destinations for fine jewelry and watches, and the natural choice for us as we look to expand our e-commerce reach,” said Katie Reed, vice president of marketing for Watches of Switzerland.
In addition to stocking fine jewelry and watches, Goop also produces its own pieces under its G. Label collection.
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