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.
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
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.
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.
SourcingApr 15, 2026
Diamond Club West Coast Names 2026 BoardKalpesh Jhaveri was re-elected as president for a third year.
Weekly QuizApr 09, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
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.
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.
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.
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.
SourcingApr 09, 2026
AGA To Honor ‘Quiet Leadership’ With New AwardThe Alan Hodgkinson Medal recognizes gemologists who are consistently generous with their time and expertise.
WatchesApr 09, 2026
Oris Names New CEO, CFOThe Swiss watchmaker is changing up its executive leadership team as part of a restructuring.
CollectionsApr 08, 2026
Hearts On Fire Celebrates 30 Years By Asking a QuestionThe “What’s Your Signature?” campaign invites women to think about how they see themselves.
SourcingApr 08, 2026
Sale of 42-Carat Blue Diamond Gives Petra a Boost in Q3The big diamond’s sale added to the company’s revenue though the market remains “challenging” overall, particularly for smaller goods.
Events & AwardsApr 08, 2026
AGS Confluence Returns with AI, Sustainability SessionsRob Bates of The Jewelry Wire will also moderate a panel on the state of the jewelry industry during the virtual event.
Events & AwardsApr 08, 2026
TJS to Honor 2 Longtime Former Stuller EmployeesThe Jewelry Symposium will honor two industry veterans with lifetime achievement awards at its upcoming May event.
TrendsApr 08, 2026
Amanda’s Style File: April’s Brilliant Birthstone With their durability, brilliance, and beauty, diamonds are the perfect stone for everyday birthstone jewelry.
