WatchesJun 07, 2023
Citizen to Open New NYC Multi-Brand FlagshipMajorsAug 07, 2023
Watches of Switzerland Lands at American Dream
The new store will be the company’s largest in New Jersey.
Watches of Switzerland and Rolex are the newest stores at The Avenue, a luxury shopping center located at New Jersey entertainment complex American Dream. Operated by Watches of Switzerland, a Cartier boutique is also forthcoming.
East Rutherford, N.J.—Watches of Switzerland is realizing its American Dream.
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.
Related stories will be right here …
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.
Pictured is the new Rolex boutique operated by Watches of Switzerland next to the Watches of Switzerland store at American Dream.
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 Watches of Switzerland interior
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.
More on Majors
The Latest
TrendsOct 03, 2025
Selena Gomez, Benny Blanco Tie the Knot Wearing Diamonds, White MetalsGomez’s jewelry included Tiffany & Co. drop-style earrings while Blanco stacked diamonds from Jacob & Co. on his wrist.
GradingOct 03, 2025
Grading Lab HRD Antwerp Names New CEODiamond industry banking veteran Paul De Wachter will take on the role in January 2026.
TrendsOct 03, 2025
Piece of the Week: Kallati’s Pink Sapphire RingTaylor Swift flaunts an Elizabeth Taylor-esque gemstone in promo for her new album, “The Life of a Showgirl.”
CollectionsOct 02, 2025
Boucheron Debuts Cuffs Crafted With 3D-Printed SandIts “Quantre Sand” capsule was made using a 3D sand printing technique borrowed from the automotive and aeronautics industries.
Weekly QuizOct 02, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CrimeOct 02, 2025
$1M in Jewelry Stolen in Northern California Smash and Grab Four individuals have been charged in the “takeover-style” robbery of Heller Jewelers last month, and additional charges are expected.
TrendsOct 02, 2025
Amanda’s Style File: October’s Colorful ShowThe month’s birthstones, tourmaline and opal, complement the palette of autumn.
Brought to you by
reDollar.com Is Rolling Out the Next Level Jewelry, Diamond & Watch Consignment ProgramWith their unmatched services and low fees, reDollar.com is challenging some big names in the online consignment world.
ColumnistsOct 01, 2025
Peter Smith: Why Vendor Success Starts With Self-ReflectionSmith shares the importance of looking at your company with openness and honesty to identify opportunities you may be missing.
EditorsOct 01, 2025
Playing Favorites: The Best Jewelry From VicenzaoroAssociate Editor Natalie Francisco visited Italy to spot jewelry trends at the September Vicenzaoro show and share her top finds.
SurveysOct 01, 2025
Consumer Confidence Hits 5-Month Low in September Respondents were concerned about job availability and rising prices.
SourcingOct 01, 2025
Gemfields’ H1 Revenue Falls 47%Its latest interim financials revealed a challenging first half due in part to production troubles at its mines.
CrimeSep 30, 2025
2 Suspects Charged in $300K Sleight-of-Hand Jewelry Store ScamTwo men allegedly used counterfeit bills to purchase luxury watches and jewelry from a North Carolina jeweler.
CollectionsSep 30, 2025
Billie Eilish, Finneas Partner with John HardyThe “Lovestruck” collection, designed with the Academy and Grammy award-winning siblings, is the brand’s first lab-grown diamond offering.
IndependentsSep 30, 2025
Spinelli Kilcollin Announces Residency in DallasThe brand, celebrating its 15th anniversary, has popped up at Market, a luxury fashion destination in Highland Park Village.
IndependentsSep 29, 2025
Nina Pugliese, Longtime Henne Jewelers Employee, Dies at 65She was remembered as a creative and generous woman of faith, who also had a sweet tooth.
TrendsSep 29, 2025
Amanda’s Style File: Ear FocusMove over neck mess, the ear story is the way to make a layering statement today.
IndependentsSep 29, 2025
Mark Henry Jewelry to Debut in CanadaThe New York-based brand is set to launch a limited-time offering for the holiday season at Holt Renfrew in Toronto.
MajorsSep 29, 2025
Overnight Releases New Bridal CatalogThe “Volume 7” bridal catalog features best-selling engagement rings, trending styles, and a new section highlighting anniversary bands.
SurveysSep 26, 2025
Online Shopping, Influencers to Drive Holiday Spending, Mastercard SaysHoliday sales growth is expected to slow as consumers grapple with inflation and tariff-related uncertainty.
Events & AwardsSep 26, 2025
Winners of Austin Jewelry Design Contest Announced Jamie Turner Designs is among the winners of the local “Austin Shines” contest, hosted by Eliza Page, a jewelry store in Austin, Texas.
TrendsSep 26, 2025
Piece of the Week: Kwit Jewelry’s Square Signet Pinky RingThe red and azure colorway is one of many fun enamel pairings offered, bringing whimsy to the classic style of a monogramed signet ring.
Policies & IssuesSep 25, 2025
JA CEO Provides Tariff Update Following Annual Fly-InA trade deal with Switzerland seems probable, but reaching an agreement with India remains a challenge, David Bonaparte said.
SourcingSep 25, 2025
2 African Countries Aim to Take Stake in De Beers Botswana’s president said his country wants a controlling share, while Angola envisions multiple countries holding minority stakes.
Lab-GrownSep 25, 2025
Kira Jewels Expands Lab-Grown Diamond ProductionThe manufacturer is adding 1,400 chemical vapor deposition (CVD) reactors to its growing facility in India.
IndependentsSep 25, 2025
Alex Moss’ New Flagship Brings Bold Jewels to SoHoThe jeweler to the stars has worked with Drake, A$AP Rocky, Tyler the Creator, and other celebrities.
WatchesSep 25, 2025
Wilson & Son Jewelers Donates to the Horological Society of New YorkThe Scarsdale, New York-based jeweler donated a professional-grade watch cleaning machine.
