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

First-generation jewelers Dan and Hope Wixon are retiring and will close their Minneapolis-area jewelry store in May.

The limited-edition collection, a nod to the Year of the Snake, is Ukrainian brand Guzema’s first partnership with a U.S. brand.

After more than 50 years, Jeff Roberts is handing over ownership of the organization to IJO President Stephen Barnes.

Emergencies can happen anytime, anywhere , and Jewelers of America has what you need to be prepared for it all.

Senior Jeweler Jay Wolff was named employee of the year.


The upcoming “Area_51” watch sale is a collaboration with heist-out, featuring vintage and modern timepieces with futuristic designs.

The application period is now open for established and emerging jewelers and metalsmiths to apply to the month-long residency program.

The jewelry industry faces challenges from lab-grown diamonds. A diamond ETF can restore natural diamonds' value and drive investor demand.

Uc Thí Vo, who co-owned Kim Tin Jewelry in Sacramento with her husband of 40 years, was killed during the November 2024 robbery.

Manashe Sezanayev pleaded guilty to grand larceny and is expected to receive five years’ probation when he’s sentenced in May.

The March birthstone pairs perfectly with hues of Mocha Mousse, Pantone’s Color of the Year for 2025.

Emmanuel Raheb shares strategies to prepare for, publicize, and engage the audience during events on platforms like TikTok and Zoom.

From Doja Cat to Mikey Madison and Selena Gomez, many of this year’s Academy Awards attendees donned drop necklaces.

Originally slated to take effect in April, official U.S. Customs and Border Protection documents now show the implementation date as “TBD.”

The recent jump in the prices of household staples, like eggs, and the potential impact of tariffs worried consumers.

The application period for the program is now open for aspiring gemologists around the world.

The work of Indigenous designer Joe Big Mountain, these earrings are similar to the pair Lily Gladstone just wore to the SAG Awards.

A metal detectorist uncovered the ring created in memory of Sir Richard Rainsford, who presided over some of England’s last witch trials.

Fine jewelry consultant and publicist Francesca Simons joins Amanda Gizzi and Natalie Francisco to discuss the trends set to rise this year.

Harlow’s partner, NBA player Kyle Kuzma, worked with Vobara to design the ring, which features oval and pear-shaped diamonds.

The Danish jeweler released the next chapter of its “Be Love” campaign, which celebrates love in all its forms.

The 13 lots on offer were comprised of material that previously went unsold at the miner’s November auction.

The learning workshop and the convention are both scheduled to take place April 26 and 27 in Montgomery, Alabama.

The EU, like the U.S., also now will require diamond importers to provide information about where exactly the diamonds were mined.

The formal signing of the agreement comes nearly two years after De Beers and Botswana initially announced they had reached a new deal.

The charity will celebrate Pandora CEO Alexander Lacik and Brilliant Earth CEO Beth Gerstein at its annual event in Las Vegas.

Retailers need to have the right merchandise, marketing, and people in place to stay on top in a sea of uncertainty, Peter Smith writes.