EditorsSep 16, 2025
Out & About: 7 Great Quotes From Converge in CarlsbadAt Converge 2025, Editor-in-Chief Michelle Graff attended sessions on DEI, tariffs, security, and more. Here are her top takeaways.
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
CrimeSep 16, 2025
2 Robbery Suspects Killed in California Pawn Shop ShootoutSix people were shot last week at an Oakland cash-for-gold shop as employees exchanged gunfire with individuals trying to rob the store.
CollectionsSep 16, 2025
Chopard Adds New Designs to Its ‘Ice Cube’ Capsule CollectionThe jeweler has expanded its high jewelry offering, which launched last year, with new pieces featuring its cube motif that debuted in 1999.
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.
SourcingSep 16, 2025
Natural Diamond Council Launches Retailer Accreditation ProgramBen Bridge Jeweler and Lux Bond & Green were a part of the pilot program.
Weekly QuizSep 12, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
EditorsSep 15, 2025
Skipping the Necklace, Embracing Snakes: The Best Jewelry From the 2025 Emmy AwardsAssociate Editor Natalie Francisco shares eight of her favorite jewelry looks from the 77th annual Primetime Emmy Awards, held Sunday night.
SurveysSep 15, 2025
Resilient Shoppers to Boost Holiday Retail Sales, Says DeloitteIt’s predicting a rise in retail sales this holiday season despite economic uncertainty and elevated inflation.
Brought to you by
Rallying Call for the Jewelry Industry on Tariffs and Other Key IssuesJewelers of America is leading the charge to protect the industry amidst rising economic threats.
SourcingSep 15, 2025
Gemfields Achieves $32M at High-Quality Emerald AuctionIt included the sale of the 11,685-carat “Imboo” emerald that was recently discovered at Kagem.
SourcingSep 15, 2025
AGTA Elects 8 Members to Board of Directors The newly elected directors will officially take office in February 2026 and will be introduced at the organization’s membership meeting.
EditorsSep 12, 2025
Out & About: Mining Sapphires in Rock Creek, MontanaAssociate Editor Lauren McLemore headed out West for a visit to Potentate Mining’s operation hosted by gemstone wholesaler Parlé Gems.
TrendsSep 12, 2025
Piece of the Week: Arunashi’s Fordite and Rhodolite EarringsFordite is a man-made material created from the layers of dried enamel paint that dripped onto the floors of automotive factories.
Events & AwardsSep 12, 2025
Al Gilbertson Wins 2025 Robert M. Shipley AwardGilbertson has worked as a researcher, jeweler, lapidary artist, appraiser, and business owner throughout his decades in the industry.
Policies & IssuesSep 11, 2025
Supreme Court to Hear Tariffs Case in November A decision likely won’t come until January 2026 at the earliest, and the tariffs remain in effect until then.
SourcingSep 11, 2025
Need to Sell More Natural Diamonds? De Beers Has an App for ThatThe new, free app offers accessible educational content, like games and podcasts, for U.S. retailers.
SourcingSep 10, 2025
Tech Meets Style in the New Loewe x Jacob & Co. HeadphonesJacob & Co. partnered with the German technology company on two pairs of headphones, one set with diamonds and the other with sapphires.
TrendsSep 10, 2025
Tiffany & Co. Archival Jewels Bring Life to ‘Frankenstein’Guillermo del Toro’s 2025 “Frankenstein” will feature 27 jewels and objects from the storied brand, including pieces from its archives.
MajorsSep 10, 2025
24 Karat Club of New York’s Banquet to Return to Waldorf AstoriaThe Waldorf Astoria New York’s grand reopening this past summer means a homecoming for the industry group’s annual event.
SourcingSep 09, 2025
Anglo American to Merge With Canadian Copper Miner Anglo plans to merge with Teck Resources Ltd. to form Anglo Teck. The deal changes nothing about its plans to offload De Beers.
AuctionsSep 09, 2025
‘The Mellon Blue’ to Return to Auction, This Time at Christie’s The 9.51-carat fancy vivid blue diamond, which set two world auction records at Sotheby’s in 2014, is estimated to fetch up to $30 million.
AuctionsSep 09, 2025
Phillips Names Dianne Batista Head of Jewels, New YorkThe industry veteran joins the auction house as it looks to solidify its footprint in the jewelry market.
MajorsSep 09, 2025
MJSA Education Foundation Announces 2025 Scholarship WinnersThe nonprofit awarded four students pursuing a professional career in jewelry making and design with $2,250 each.
IndependentsSep 08, 2025
Take a Look Inside the New Korman Store in AustinThe Texas-based jeweler has also undergone a brand refresh, debuting a new website and logo.
MajorsSep 08, 2025
MJSA Is Officially Now Under JA’s UmbrellaThe two organizations have finalized and signed the affiliation agreement announced in May.
AuctionsSep 08, 2025
Sotheby’s To Auction ‘Exceptional’ Collection of JAR, Suzanne Belperron JewelsThe single-owner sale will headline Sotheby's inaugural jewelry auction at the Breuer building, its new global headquarters, this December.
Events & AwardsSep 08, 2025
27 Can’t-Miss Converge Sessions, Events From sunrise yoga to tariffs talks, these are some events to check out at the upcoming inaugural event.
ColumnistsSep 05, 2025
Peter Smith: A Lasting Lesson From Maurice Tempelsman Smith recalls a bit of wisdom the industry leader, who died last week, shared at a diamond conference years ago.
