CollectionsDec 05, 2025
Piece of the Week: Robinson Pelham’s ‘Tsar Star’ EarringsThe new pink sapphire version of the piece dances with its wearer in the brand’s “Icons After Dark” holiday campaign.
MajorsNov 23, 2020
Watches of Switzerland Sets Sights On Expansion
The company will be opening mono-brand TAG Heuer, Breitling and Omega boutiques in five states.
The new TAG Heuer store in Roosevelt Field Mall in Garden City, New York will be one of the brand’s first franchise boutiques in the U.S.
New York—The Watches of Switzerland Group’s retail expansion is underway, as the luxury watch company grows its presence in North America.
The company announced last week it will open eight mono-brand boutiques in partnership with Breitling, LVMH-owned TAG Heuer, and Swatch Group-owned Omega across five key U.S. markets.
The new stores are slated to open in: Roosevelt Field mall in Garden City, New York (TAG Heuer and Omega), the King of Prussia mall in Pennsylvania (TAG Heuer and Breitling), The Gardens mall in Palm Beach Gardens, Florida (TAG Heuer and Omega), the Valley Fair mall in San Jose, California (Breitling), and The Mall at Green Hills in Nashville, Tennessee (Breitling).
The two Omega stores will open before the end of the year. The three new Breitling boutiques are also set to open in 2020, and more may be on the way, Breitling CEO Georges Kern indicated.
“We look forward to expanding our partnerships with the Watches of Switzerland Group in 2021 and introducing Breitling to even more major metropolitan areas in the United States,” Kern said in a press release.
The three TAG Heuer stores will be the brand’s first franchise boutiques in the United States. They will open in time for the holidays, between late November and early December, the watch brand said.
“This milestone expansion is a testament to our relationship with the Watches of Switzerland Group, a partner we celebrate 11 franchise boutiques with in the United Kingdom, and three that will now help strengthen our presence and client experience in key locations in North America, our strongest region worldwide,” Frédéric Arnault, CEO of TAG Heuer, said in a press release.
Watches of Switzerland did its homework before choosing the locations, researching each mall to determine the average sales per square foot and the local consumer profile.
The spots were chosen based on their adjacency to other luxury stores, regional demographics, and the current distribution of the brand.
Watches of Switzerland entered the U.S. watch retail market two years ago, opening its first U.S. flagship in New York City’s SoHo neighborhood.
It also has stores in Las Vegas, Boston, Miami and Atlanta.
The last two years have shown the company’s ability to succeed in the North American market, said David Hurley, executive vice president of Watches of Switzerland Group USA.
“Since its acquisition of Mayors in 2017, followed quickly by the opening of Watches of Switzerland SoHo, the Group has shown its acute command of the U.S. market and deep understanding of its discerning and diverse clients,” Hurley said.
The company announced last week it will open eight mono-brand boutiques in partnership with Breitling, LVMH-owned TAG Heuer, and Swatch Group-owned Omega across five key U.S. markets.
The new stores are slated to open in: Roosevelt Field mall in Garden City, New York (TAG Heuer and Omega), the King of Prussia mall in Pennsylvania (TAG Heuer and Breitling), The Gardens mall in Palm Beach Gardens, Florida (TAG Heuer and Omega), the Valley Fair mall in San Jose, California (Breitling), and The Mall at Green Hills in Nashville, Tennessee (Breitling).
The two Omega stores will open before the end of the year. The three new Breitling boutiques are also set to open in 2020, and more may be on the way, Breitling CEO Georges Kern indicated.
“We look forward to expanding our partnerships with the Watches of Switzerland Group in 2021 and introducing Breitling to even more major metropolitan areas in the United States,” Kern said in a press release.
The three TAG Heuer stores will be the brand’s first franchise boutiques in the United States. They will open in time for the holidays, between late November and early December, the watch brand said.
“This milestone expansion is a testament to our relationship with the Watches of Switzerland Group, a partner we celebrate 11 franchise boutiques with in the United Kingdom, and three that will now help strengthen our presence and client experience in key locations in North America, our strongest region worldwide,” Frédéric Arnault, CEO of TAG Heuer, said in a press release.
Watches of Switzerland did its homework before choosing the locations, researching each mall to determine the average sales per square foot and the local consumer profile.
The spots were chosen based on their adjacency to other luxury stores, regional demographics, and the current distribution of the brand.
Watches of Switzerland entered the U.S. watch retail market two years ago, opening its first U.S. flagship in New York City’s SoHo neighborhood.
It also has stores in Las Vegas, Boston, Miami and Atlanta.
The last two years have shown the company’s ability to succeed in the North American market, said David Hurley, executive vice president of Watches of Switzerland Group USA.
“Since its acquisition of Mayors in 2017, followed quickly by the opening of Watches of Switzerland SoHo, the Group has shown its acute command of the U.S. market and deep understanding of its discerning and diverse clients,” Hurley said.
The Watches of Switzerland Group has 135 stores across the U.K. and the U.S., including 22 mono-brand stores in partnership with Rolex, TAG Heuer, Omega and Breitling.
The company ranks No. 27 on National Jeweler’s 2020 list of $100 Million Supersellers, with an estimated $234 million in sales in its most recent fiscal year.
The company ranks No. 27 on National Jeweler’s 2020 list of $100 Million Supersellers, with an estimated $234 million in sales in its most recent fiscal year.
More on Majors
The Latest
TrendsDec 05, 2025
Pantone’s Color of the Year for 2026 Is … WhiteA choice that’s generated a lot of commentary, Pantone says “Cloud Dancer” marks a fresh start and encourages relaxation and creativity.
CrimeDec 04, 2025
Man Arrested After Allegedly Swallowing Fabergé Egg PendantThe man was charged with theft, accused of ingesting the necklace while in a jewelry store in Auckland, New Zealand.
Brought to you by
Impacting Tomorrow TodayHow Jewelers of America’s 20 Under 40 are leading to ensure a brighter future for the jewelry industry.
IndependentsDec 04, 2025
Step Inside JR Dunn Jewelers’ Giant New Store The Florida independent expanded its store from 8,000 to 14,000 square feet, fulfilling the vision of its late co-founder, Jim Dunn.
Weekly QuizDec 04, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Supplier BulletinDec 04, 2025
Introducing Shop Natural Day: A New Movement Celebrating Natural DiamondsSponsored by De Beers Group
WatchesDec 04, 2025
Casio Shrinks its G-Shock WatchThe classic 5600 series G-Shock has been scaled down to about a tenth of its size, becoming a fully functioning watch ring.
Brought to you by
Roseco Releases New Full-Line CatalogRoseco’s 704-page catalog showcases new lab-grown diamonds, findings, tools & more—available in print or interactive digital editions.
Events & AwardsDec 04, 2025
AGA Announces 2026 Tucson Speaker LineupThe association’s annual conference and gala will take place Feb. 4, 2026, during the Tucson gem shows.
Events & AwardsDec 04, 2025
CBG Announces Speaker Lineup for 2026 Miami Event The January show will include a workshop for jewelry retailers on implementing AI to strengthen their businesses.
TrendsDec 03, 2025
Miley Cyrus Debuts Edgy Engagement RingFellow musician Maxx Morando proposed to the star with a chunky, cushion-cut diamond ring designed by Jacquie Aiche.
Policies & IssuesDec 03, 2025
Costco Joins Growing Wave of Retailers Suing for Tariff Refunds The retailer, which sells billions in fine jewelry and watches, is suing the Trump administration and U.S. Customs and Border Patrol.
SurveysDec 03, 2025
A Record 202.9M Shoppers Turned Out Thanksgiving WeekendBlack Friday is still the most popular shopping day over the five-day holiday weekend, as per the National Retail Federation’s survey.
AuctionsDec 03, 2025
Fabergé’s 'The Winter Egg' Achieves Record $30MThe historic egg, crafted for Russia's ruling family prior to the revolution, was the star of Christie’s recent auction of works by Fabergé.
FinancialsDec 02, 2025
Signet Jewelers’ Q3 Sales Up Amid Continued Focus on Lower Price PointsThe retailer offered more fashion jewelry priced under $1,000, including lab-grown diamond and men’s jewelry.
CollectionsDec 02, 2025
Briony Raymond Introduces First FragranceThe eau de parfum is held in a fluted glass bottle that mirrors the decor of the brand’s atelier, and its cap is a nod to its “Sloan” ring.
SourcingDec 02, 2025
Petra Diamonds Elevates Interim CEOs to Permanent StatusVivek Gadodia and Juan Kemp, who’ve been serving as interim co-CEOs since February, will continue to lead the diamond mining company.
IndependentsDec 02, 2025
RJO Welcomes Its 1,200th Retail MemberWitt’s Jewelry in Wayne, Nebraska, is the organization’s new milestone member.
SourcingDec 02, 2025
Brendan Laurs Honored With 2025 Bonanno AwardLaurs is the editor-in-chief of Gem-A’s The Journal of Gemmology and an expert on the formation of colored gemstone deposits.
CrimeDec 01, 2025
Fourth Man Charged in Louvre Jewelry HeistThe man, who has a criminal history, is suspected of being the fourth member of the four-man crew that carried out the heist.
AuctionsDec 01, 2025
Christie’s Presents ‘Splendor & Style’ CollectionThe single-owner collection includes one of the largest offerings of Verdura jewels ever to appear at auction, said Christie’s.
IndependentsDec 01, 2025
Lustig Jewelers’ New Owner Is a Fellow Chicago JewelerMichael Helfer has taken the reins, bringing together two historic Chicago jewelry names.
MajorsDec 01, 2025
PGI Debuts Platinum-Filled Holiday Gift GuideThe guide features all-new platinum designs for the holiday season by brands like Harwell Godfrey, Ritani, and Suna.
FinancialsNov 26, 2025
Movado CEO Talks Tariffs, Growing Interest in Accessible Luxury WatchesDuring its Q3 call, CEO Efraim Grinberg discussed the deal to lower tariffs on Swiss-made watches, watch market trends, and more.
TrendsNov 26, 2025
Piece of the Week: Rosior’s Pumpkin RingRosior’s high jewelry cocktail ring with orange sapphires and green diamonds is the perfect Thanksgiving accessory.
IndependentsNov 26, 2025
Greenwich St. Jewelers Launches Colorful Holiday CampaignThe “Embrace Your True Colors” campaign features jewels with a vibrant color palette and poetry by Grammy-nominated artist Aja Monet.
MajorsNov 26, 2025
Serafino Consoli Names New VP of Sales, Brand Development for the AmericasLuxury veteran Alejandro Cuellar has stepped into the role at the Italian fine jewelry brand.
