TrendsApr 17, 2026
New (Groundbreaking) Floral Jewelry for Spring 2026Flower motifs are the jewelry trend blooming amongst the new collections that debuted this spring.
MajorsJul 08, 2019
Mayors Opens First Flagship Under Watches of Switzerland
The retailer said it plans to renovate all 15 of its stores within the next 24 months.
The new Mayors flagship in Merrick Park, an upscale outdoor mall in Coral Gables, Florida, will carry collections exclusive to the store.
Miami—Mayors recently opened a new flagship store in Merrick Park, an upscale outdoor mall in Coral Gables, Florida.
The store is part of the second stage of the jewelry chain’s relaunch after Watches of Switzerland acquired it from Canadian chain Birks in October 2017 for $104.6 million.
The 4,700-square-foot store has an open floor plan divided into three main areas: a dedicated area for anchor watch brands Rolex and Cartier; retail space for its other jewelry and watch brands that will change as brands come in and out; and a display area for its in-house bridal and high jewelry collections.
There is a lounge by the high jewelry area, complete with a vertical botanical garden and servings of Cuban coffee by Miami staple Cafe Versailles.
Michael Neumann Associates designed the space, which will “set the principles and aesthetics for the renovation of all the stores in Mayors’ portfolio,” the company said in a statement.
Mayors plans to renovate all 15 of its stores, which are located in Florida and Georgia, within the next 24 months, a spokesperson confirmed to National Jeweler Friday.
The team at Michael Neumann also designed parent company Watches of Switzerland’s new stores in SoHo and Hudson Yards, in New York.
The store is part of the second stage of the jewelry chain’s relaunch after Watches of Switzerland acquired it from Canadian chain Birks in October 2017 for $104.6 million.
The 4,700-square-foot store has an open floor plan divided into three main areas: a dedicated area for anchor watch brands Rolex and Cartier; retail space for its other jewelry and watch brands that will change as brands come in and out; and a display area for its in-house bridal and high jewelry collections.
There is a lounge by the high jewelry area, complete with a vertical botanical garden and servings of Cuban coffee by Miami staple Cafe Versailles.
Michael Neumann Associates designed the space, which will “set the principles and aesthetics for the renovation of all the stores in Mayors’ portfolio,” the company said in a statement.
Mayors plans to renovate all 15 of its stores, which are located in Florida and Georgia, within the next 24 months, a spokesperson confirmed to National Jeweler Friday.
The team at Michael Neumann also designed parent company Watches of Switzerland’s new stores in SoHo and Hudson Yards, in New York.
RELATED CONTENT: Watches of Switzerland Goes Public
The Mayors store carries an exclusive jewelry collection created in collaboration with New York-based jewelry designer Pamela Love, who is a Miami native.
“Mayors has an amazing history and heritage in Florida and as we invest in transforming the retail space of Mayors into a chic and contemporary space, our goal is to continue to develop a loyal customer and provide impeccable hospitality,” David Hurley, executive vice president of The Watches of Switzerland Group, US, said in a statement.
Other collections exclusive to the Merrick Park store include a Roberto Coin capsule collection, celebrity-worn jewelry by Messika, and high jewelry from partners JB Star and Uneek.
In addition, Mikimoto will fly in its “Regalia” collection from Japan to be on display for a limited time.
The watch brands carried at the Mayors stores include Breitling, IWC Schaffhausen, Omega, TAG Heuer and Tudor, in addition to Rolex and Cartier.
More on Majors
The Latest
CollectionsApr 17, 2026
Edina Kiss’ Earrings Are the Devil on Your ShoulderThe “Devil” drop earrings, our Piece of the Week, are part of designer Edina Kiss’ new namesake jewelry line that she will show at Couture.
CrimeApr 17, 2026
FBI Issues Warning to Refineries, Retailers Due to High Price of GoldThe alert states that burglary crews are targeting jewelry businesses and details how jewelers and refineries can protect themselves.
Brought to you by
Discover Timeless Treasures: A Showcase of Antique Jewelry & Timepieces in Las VegasGain access to the most exclusive and coveted antique pieces from trusted dealers during Las Vegas Jewelry Week.
WatchesApr 16, 2026
Cartier Brings Back the RoadsterThe “watchmaker of shapes” debuted the reworked version of the vintage sports car-inspired timepiece at Watches & Wonders.
Weekly QuizApr 16, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
IndependentsApr 16, 2026
Edge Retail Academy Updates Leadership TeamAs demand for jewelry retail coaching grows, the company has established a dedicated business coaching leadership team.
PodcastsApr 15, 2026
Episode 4: The Natural Diamond DilemmaSally Morrison and Mark Klein discuss De Beers’ first beacon in 16 years and the mistake the industry made with lab-grown diamonds.
Brought to you by
Las Vegas Antique Jewelry & Watch Show: Showcasing the Most Collectible Merchandise from Across the GlobeGain access to the most exclusive and coveted antique pieces from trusted dealers during Las Vegas Jewelry Week.
MajorsApr 15, 2026
Spark Creations’ Randy McKenzie Dies at 72 McKenzie spent 45 years with Spark Creations and is remembered for being kind, dedicated, and hardworking.
WatchesApr 15, 2026
These Are the New Rolex Watches for 2026Rolex focused exclusively on the Oyster Perpetual this year, as the model is celebrating its 100th anniversary.
FinancialsApr 15, 2026
Kering’s Jewelry Shines in Q1, Gucci’s Struggle ContinuesThe luxury giant discussed the Middle East conflict and its transformation plans, hinting at a stronger jewelry presence in North America.
SourcingApr 15, 2026
Diamond Club West Coast Names 2026 BoardKalpesh Jhaveri was re-elected as president for a third year.
TechnologyApr 15, 2026
This Jewelry Brand’s Video Series Is Up for a Webby Award“Diamond Divas,” a social media reality series by Shahla Karimi Jewelry, is nominated in the “Best Social: Fashion & Beauty” category.
SourcingApr 14, 2026
De Beers Expands ‘Desert Diamonds’ Beacon Into BridalThe campaign seeks to reignite desire for natural diamond engagement rings by highlighting the “distinct character” of warm-toned diamonds.
FinancialsApr 14, 2026
LVMH’s Q1 Sales Sink 6% Amid Middle East ConflictPlus, how Saks Global’s bankruptcy affected the luxury giant’s first quarter.
SourcingApr 14, 2026
International Jade Summit to Return to MontereyPresented by Mason-Kay Jade, the summit, in its second year, will again be held during the Monterey Bay Jade Festival.
Events & AwardsApr 14, 2026
CBG Releases Details for Las Vegas ShowThe group has announced its lineup of speakers and a new “Rising Stars” pavilion.
CollectionsApr 13, 2026
Uniform Object’s New Jewelry Collection Centers on the ‘Carbon Form’The “Carbon Form” collection explores the contrast between high and low materials, using rubber cord alongside 18-karat gold and gemstones.
Events & AwardsApr 13, 2026
JA Accepting 2026 Impact Initiative ApplicationsThe program provides essential funding to organizations for projects that enhance the jewelry industry.
Events & AwardsApr 13, 2026
Couture Announces New Show in MiamiThe jewelry trade show is launching its first open-to-the-public event in Coconut Grove this November.
CrimeApr 13, 2026
JSA Offers Reward in Oregon Jewelry Store Armed RobberyJSA is seeking information about the gunpoint robbery of a Kay Jewelers location in Oregon’s Washington Square Mall.
WatchesApr 10, 2026
These Watches Have Increased in Value the Most Since 2018, Says Chrono24The top-performing watch models may be surprising, with Rolex and several popular pandemic-era picks notably absent from the top 20.
CollectionsApr 10, 2026
Ophelia Eve’s Toggle Pendant Holds Your SecretsThe “Scroll” toggle pendant, our Piece of the Week, opens to reveal a hidden message, mantra, or love letter written on washi paper.
ColumnistsApr 09, 2026
Jewelry Demand Isn’t Stronger, Prices Are Just Higher Jewelers who misinterpret the state of the jewelry market risk employing the wrong retail strategy, cautions columnist Sherry Smith.
MajorsApr 09, 2026
Tiffany & Co. Promotes Nathalie Verdeille to SVP, Chief Artistic OfficerIn her newly expanded role, she will continue to oversee the jewelry category, as well as watches, home, and accessories.
WatchesApr 09, 2026
Jacob & Co. Rolls Out Its Sequel to ‘The Godfather’ Musical Watch“The Godfather II” watch plays two melodies from the mob film’s score, “The Godfather’s Waltz” and “The Godfather Love Theme.”
Events & AwardsApr 09, 2026
JCK Announces Jesse Itzler as 2026 Keynote SpeakerOrganizers have also introduced the new JCK Talks Signature Series, as well as an offering of watch-focused workshops and lectures.
