Majors

Mayors Opens First Flagship Under Watches of Switzerland

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.

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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. 

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. 

Lenore Fedowis the associate editor, news at National Jeweler, covering the retail beat and the business side of jewelry.
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