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.
WatchesNov 30, 2018
Watches of Switzerland Opens US Flagship
The experience-focused retail concept in New York City marks a larger push into the American market.
For Watches of Switzerland second store location in the U.S. and its flagship, it’s created a retail experience replete with library and cocktail bar.
New York—Watches of Switzerland, the U.K. luxury timepiece seller, has opened its second U.S. retail location, meant to be its stateside flagship.
Located in New York City’s SoHo neighborhood in downtown Manhattan, a top shopping area, the new 8,000-square-foot boutique at 60 Greene St. carries brands like Patek Philippe, Rolex, Omega, Cartier and other luxury watch labels.
Opened this week, the store is part of the Watches of Switzerland Group’s push into the U.S.
The company, formerly known as Aurum Holdings, is the U.K.’s largest seller of the aforementioned watch brands, as well as TAG Heuer and Breitling. It also operates U.K. jewelers Goldsmiths and Mappin & Webb, the latter of which is goldsmith and silversmith to Queen Elizabeth II.
Last year, the company acquired U.S. retail chain Mayors Jewelers from Birks Group and set up its first U.S. Watches of Switzerland store at the Wynn Las Vegas, which moved this week to the Wynn Esplanade.
The New York City flagship is designed to be—that most popular of today’s retail buzzwords—experiential.
The two-story space features a bar created in partnership with famed New York City cocktail lounge Death & Co., where drinks crafted specifically for the space will be served by Death & Co. bartenders.
Esquire magazine Fashion Director Nick Sullivan has curated a library and bookshop for the store, features tomes not only on luxury watches, but also on automobiles and yachts.
The location also will serve as an art gallery, hosting a rotating exhibition of contemporary photography curated by nonprofit Aperture, with all works for sale.
Rounding out the multilayered retail approach will be special timepiece pop-ups, held every few months and showcasing emerging brands. Vintage watch dealers Analog/Shift will also present an ongoing selection of rare and special vintage pieces.
Brian Duffy, CEO of Watches of Switzerland Group, noted in a statement from the company, “Our Watches of Switzerland SoHo flagship is a special achievement for us on many levels. From our choice of location, to the design and architectural detailing in the store, to our exceptional products, partners and the talented team we’ve assembled—all come together to make this an experience unlike any other in the watch industry today.”
Watches of Switzerland doesn’t plan to slow down its stateside expansion. In March 2019 it will open a store in Manhattan’s Hudson Yards highly-anticipated shopping development and the company also said it will set up shop at New Jersey’s to-be-completed American Dream shopping complex.
Located in New York City’s SoHo neighborhood in downtown Manhattan, a top shopping area, the new 8,000-square-foot boutique at 60 Greene St. carries brands like Patek Philippe, Rolex, Omega, Cartier and other luxury watch labels.
Opened this week, the store is part of the Watches of Switzerland Group’s push into the U.S.
The company, formerly known as Aurum Holdings, is the U.K.’s largest seller of the aforementioned watch brands, as well as TAG Heuer and Breitling. It also operates U.K. jewelers Goldsmiths and Mappin & Webb, the latter of which is goldsmith and silversmith to Queen Elizabeth II.
Last year, the company acquired U.S. retail chain Mayors Jewelers from Birks Group and set up its first U.S. Watches of Switzerland store at the Wynn Las Vegas, which moved this week to the Wynn Esplanade.
The New York City flagship is designed to be—that most popular of today’s retail buzzwords—experiential.
The two-story space features a bar created in partnership with famed New York City cocktail lounge Death & Co., where drinks crafted specifically for the space will be served by Death & Co. bartenders.
Esquire magazine Fashion Director Nick Sullivan has curated a library and bookshop for the store, features tomes not only on luxury watches, but also on automobiles and yachts.
The location also will serve as an art gallery, hosting a rotating exhibition of contemporary photography curated by nonprofit Aperture, with all works for sale.
Rounding out the multilayered retail approach will be special timepiece pop-ups, held every few months and showcasing emerging brands. Vintage watch dealers Analog/Shift will also present an ongoing selection of rare and special vintage pieces.
Brian Duffy, CEO of Watches of Switzerland Group, noted in a statement from the company, “Our Watches of Switzerland SoHo flagship is a special achievement for us on many levels. From our choice of location, to the design and architectural detailing in the store, to our exceptional products, partners and the talented team we’ve assembled—all come together to make this an experience unlike any other in the watch industry today.”
Watches of Switzerland doesn’t plan to slow down its stateside expansion. In March 2019 it will open a store in Manhattan’s Hudson Yards highly-anticipated shopping development and the company also said it will set up shop at New Jersey’s to-be-completed American Dream shopping complex.
More on Watches
The Latest
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.
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.
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.
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.
