Watches of Switzerland Lands at American Dream
The new store will be the company’s largest in New Jersey.

New Jersey retail and entertainment complex American Dream is home to the largest indoor water park in North America—DreamWorks Water Park—and the biggest indoor theme park in the Western Hemisphere—Nickelodeon Universe—among myriad other attractions.
The Avenue at American Dream is the center’s luxury shopping strip, filled with retailers like Tiffany & Co., Hermès, and Saks Fifth Avenue.
Now, Watches of Switzerland is among the shopping attractions.
One of eight multi-brand stores the company has in the United States, the new space is its largest in New Jersey.
The location includes a dedicated Rolex boutique and a soon-to-open Cartier boutique.
The main Watches of Switzerland space features a mix of luxury timepieces from major brands, plus emerging companies and independent watchmakers.
Group Deputy CEO David Hurley said, “With a shared dedication to unmatched experiences, Watches of Switzerland is thrilled to be opening our eighth multi-brand showroom in the United States at American Dream.
“[Its] best-in-class approach to retail echoes our own commitment to putting the customer experience first and we look forward to sharing our unparalleled expertise, product offering and approach with the guests of American Dream.”
The British company sells brands like Rolex, Cartier, Omega, and Patek Philippe. It also operates designated Rolex, Breitling, and Omega boutiques around the world.
American Dream opened in 2019.
The Latest

The jeweler is encouraging customers who own lookalike rings to come into the store and trade them for credit towards an authentic piece.

Mehta led India’s GJEPC through the 2008 financial crisis and was respected worldwide for his wisdom, integrity, and knowledge.

One is the driver who allegedly crashed a car into a Sacramento jewelry store in April, striking a 71-year-old employee who later died.

Retailers are seeking new ways to attract customers, increase traffic, and create revenue – Estate buying events are a popular solution.

In a new column, Peter Smith posits that people actually enjoy putting together IKEA furniture, and the same is true for engagement rings.


9lakha Jewelers in Iselin, New Jersey, was the target of a smash-and-grab robbery on Aug. 8.

The jeweler has partnered with 818 Tequila to gift lab-grown diamond studs to a bride-to-be and their bridal party.

Colored gemstones, artisan finishes, mixed metals, and meaningful details are shaping demand in bridal jewelry.

The exhibition will feature more than 100 drawings of stained-glass lampshades, windows, and more, many created by women and émigrés.

Marquise-cut diamonds in drop charms are the center of the new collection, reflecting the movement of a dancer in modular styles.

The inaugural Fort Lauderdale Jewelry, Antique, & Object Show will be held from Jan. 28 through Feb. 1, 2027.

The family-owned jeweler will open a new showroom in Bel Air, Maryland, this fall.

Amanda Ileana Hernandez is married to Carlos Hernandez, one of two men in prison for the 2024 murder of Michigan jeweler Hussein Murray.

The reimagined jewel, our Piece of the Week, trades the diamonds in the original 1998 design for blue, pink, yellow, and green sapphires.

Sponsored by American Gem Trade Association

In the United States, second-quarter sales were flat amid soft consumer sentiment and lower in-store traffic.

The 22-karat gold egg, sold at Batemans Auctioneers in the U.K., was part of a 1980s treasure hunt ad campaign for Cadbury Creme Eggs.

Lucara Diamond Corp., which recovered the “Motswedi” diamond from the Karowe mine, sold the stone for an undisclosed amount.

The expanded collections now feature hand-cut gemstones like topaz, tanzanite, chrysoprase, chalcedony, smoky quartz, and fire opal.

The lab-grown diamond jewelry brand’s newest boutique is in Westfield Valley Fair in Santa Clara, California.

The gemstone supplier and manufacturer acquired the remarkable 104-gram Zambian emerald at Gemfields’ auction in May.

Two suspects offered to trade the woman a “winning” lottery ticket for her jewelry.

Finsch has been in business rescue since May, and owner Petra Diamonds said it sees no viable path forward for the mine.

Michel Patrick DeSalles was sentenced after pleading guilty to the 2017 murder of Omid Gholian, who owned a jewelry store in Manhattan.

Longtime industry executive Beth Miller has taken on the role.

The brooch was owned by Virginia Fortune Ryan Ogilvy, who served as a lady of the bedchamber to Queen Elizabeth II for nearly 50 years.

Jamie Cygielman will take on the role on Aug. 24.

























