American Watch and Jewelry Retailer Deutsch & Deutsch Taken Over by Watches of Switzerland

United States Jewelry News: The American luxury watch and jewelry landscape is undergoing a notable transformation as family-owned retailer Deutsch & Deutsch officially becomes part of the expanding Watches of Switzerland Group. The transaction marks a major milestone for the Texas-based jeweler, whose roots stretch back nearly a century, while signaling another strategic step in Watches of Switzerland’s aggressive expansion across the United States luxury retail market.

he acquisition involves Watches of Switzerland purchasing an 88 percent stake in Deutsch & Deutsch, with a clearly defined option to acquire the remaining shares at a later date. This United States Jewelry News report highlights how the deal preserves the heritage of Deutsch & Deutsch while placing it within a powerful global retail framework that continues to reshape high-end watch and jewelry distribution across North America.

Strengthening a Rolex Anchored Network

Deutsch & Deutsch operates four Rolex-anchored showrooms located in El Paso, Laredo, McAllen, and Victoria, Texas. These locations have built long-standing relationships with clients by offering a mix of prestigious watch brands including Rolex, Cartier, Omega, Tudor, TAG Heuer, Breitling, and IWC Schaffhausen. On the jewelry side, the retailer carries respected names such as Roberto Coin, Tacori, and John Hardy, reinforcing its reputation as a trusted destination for luxury consumers in the region.

Following the acquisition, Watches of Switzerland will now operate a total of 25 Rolex-anchored showrooms across the United States, further consolidating its leadership position in the luxury watch and jewelry segment.

Legacy Leadership Remains Intact

A key aspect of the transaction is continuity. Deutsch & Deutsch will continue to operate under its established brand name, a move intended to preserve its strong local identity as it approaches its centenary. Tad Deutsch and Aladar Ito Deutsch, grandsons of founder Aladar Deutsch, will retain central leadership roles across all four showrooms, ensuring that the company’s family-driven values remain embedded in day-to-day operations.

Watches of Switzerland Group CEO Brian Duffy described the acquisition as value accretive, emphasizing the importance of blending Deutsch & Deutsch’s local expertise with the group’s operational scale and global brand relationships.

Deep Roots and Future Investment

The story of Deutsch & Deutsch dates back to 1929, when Aladar Deutsch, a Hungarian immigrant, opened a small perfume shop that later evolved into the jewelry business known today. In the most recent fiscal year ending December 31, the four stores generated approximately 67 million dollars in combined revenue, underscoring the strength of the brand in its regional markets.

Two of the stores have already undergone significant renovations, with additional upgrades planned for the remaining locations, signaling continued investment and modernization under the new ownership structure.

What This Means for the Industry

This acquisition reflects a broader trend of global luxury groups aligning with well-established regional retailers to combine heritage with scale, operational efficiency, and enhanced brand access. For customers, it promises continuity, improved store experiences, and access to an even broader luxury ecosystem. For the industry, it reinforces the growing influence of Watches of Switzerland as a dominant force shaping the future of luxury watch and jewelry retail in the United States, balancing tradition with global ambition and long-term strategic growth.

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