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

An incorrect AI-generated ad or product description can cost your store valuable consumer trust.

These nine individuals and brands are up for a Gem Award in the Jewelry Design, Media Excellence, and Retail Innovation categories.

The incident, which happened in Miami-Dade County, serves as a reminder to jewelers of the dangers of selling and storing jewelry at home.

With over 50 years experience in the trade, DSF Antique Jewelry offers quality, craftsmanship, condition, and remarkable variety.

GIA Analytical Microscopist John Koivula curated the collection of 2,665 crystals, gems, and minerals over a 60-year span.


The “Eclipse” collection, the brand’s first high jewelry line, centers its alligator motif in diamond and spinel jewels.

From a Betta fish brooch to a “dragon’s trove” of zircon eggs, here are seven pieces that’ve stuck with Associate Editor Lauren McLemore.

With customization becoming more expected in engagement ring shopping, the Bridal Builder makes the process tangible.

Groundbreaking New Mexico Governor-elect Deb Haaland wore the earrings, our Piece of the Week, when she declared victory on Tuesday.

Sponsored by GCAL by Sarine

From shrinking budgets to AI elves, here are five takeaways from holiday reports by Bain, Adobe, Mastercard, NRF, and insights from YouGov.

The designers combined their talents for Little Pet Portraits, hand-painted miniatures of our best friends set in a piece of jewelry.

Its non-bridal fine jewelry remains the star of the show, recently launching new collections inspired by Elizabeth Taylor and Jane Goodall.

The lab will bring back its complimentary next-day service for some reports starting next week.

A Pennsylvania woman failed to declare a ring and a bracelet, discarding the boxes and receipts to conceal the purchases, officials said.

New collections and relevant marketing pushed the company forward, while Pandora’s lab-grown diamond sales continue to lag.

The citywide celebration, slated for Nov. 16-22, is set to host more than 175 events, including live jewelry-making demos.

Lanessa Elrod, former president and CEO of Louis Vuitton Americas, has stepped into the role as the retailer celebrates 125 years.

A replica of one of the most powerful objects in the Marvel Cinematic Universe, the glove is heading to auction next month in Abu Dhabi.

Klein, who had his own marketing agency and worked for Gabriel & Co. and Trans American Diamond, is remembered as a kind man.

To enter the giveaway, locals can purchase a featured beverage from one of eight participating restaurants in Houston and Austin, Texas.

The grant recipient will be awarded $50,000 as well as mentoring meetings with executives at David Yurman and other industry executives.

The winners include a non-NAJA member seeking training, a member beginning NAJA courses, and a member becoming a Certified Master Appraiser.

The rare jewel, which has links to Russia’s Romanov dynasty, is estimated to fetch up to $2 million.

It is one of several seizures of counterfeit jewelry and watches by U.S. Customs and Border Protection officials in Louisville this year.

Jewelers of America announced the additions to its board of directors following its annual general meeting, held last week.

The jewelry collection supports Yamaguchi’s Always Dream foundation, which provides reading and educational resources to families in need.

























