Watches of Switzerland and Mayors Unveil Joint Jewelry and Timepieces Showroom in New Jersey, United States

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Watches of Switzerland Group has opened a new chapter in its U.S. expansion with the debut of its first jointly branded Watches of Switzerland and Mayors Jewelers showroom in Marlton, New Jersey. Located at The Promenade at Sagemore, the 4,505-square-foot destination represents a first for the group and takes Mayors beyond its traditional southeastern U.S. territory.

The showroom officially opened September 25th and has been designed to tell two brand stories without dividing the customer experience. It features separate entrances for Watches of Switzerland and Mayors, but both lead into one connected retail environment where sales teams work across watches and jewelry. In a significant shift for the group’s American strategy, this United States Jewelry News report highlights how the concept combines national ambitions in luxury watches with the relationship-driven character of regional fine jewelry retail.

A New Luxury Retail Formula

The Marlton opening is particularly significant because it is Mayors’ first store outside Florida and Georgia. More than a century old, Mayors has strong recognition in the Southeast, while Watches of Switzerland remains newer to many American consumers.

Watches of Switzerland Group opened its first American Watches of Switzerland-branded store in 2018. The group fully acquired Mayors in 2017 and has since expanded both businesses while seeking ways to preserve the identity and customer loyalty attached to established regional jewelers.

Jack Gaffaney, president of North America for Watches of Switzerland Group U.S., has described Marlton as an opportunity to test Mayors in a new market while advancing Watches of Switzerland as a national retail platform. Rather than rapidly expanding Mayors nationwide, the group is taking a selective approach to suitable locations.

Two Entrances, One Experience

Although the exterior presents Watches of Switzerland and Mayors separately, the interior is deliberately cohesive. Customers are not expected to feel they have left a watch boutique and entered a jewelry store, or vice versa. Instead, the concept encourages movement between categories, allowing clients shopping for watches, jewelry, diamonds or bridal pieces to explore the entire showroom.

That strategy is reflected in the merchandise. Watches of Switzerland brings major watchmaking names including Rolex, Omega, Tudor, TAG Heuer, Longines, Tissot, Hamilton and Grand Seiko. The showroom also includes a VIP Rolex lounge, private consultation space and Rolex Certified Pre-Owned watches, giving collectors and luxury clients a specialized experience.

On the Mayors side, the assortment includes Roberto Coin, Messika, FOPE, John Hardy, Hearts on Fire and Marco Bicego, along with Mayors bridal and diamond collections. Several brands have dedicated shop-in-shop spaces within the seamless layout.

Jewelry Becomes a Bigger Part of the Strategy

The joint showroom underlines Watches of Switzerland Group’s intention to grow jewelry alongside high-end watches. That is strategically important because luxury jewelry purchasing often depends on longstanding personal relationships between clients and trusted local jewelers.

Gaffaney has emphasized that this local connection remains valuable even as Watches of Switzerland seeks a larger national presence. The group’s model attempts to combine the scale of a national watch retailer with regional jewelry businesses that understand their communities and have cultivated clients over generations.

Mayors is not the group’s only regional U.S. jewelry operation. Watches of Switzerland Group has also acquired Betteridge, the historic Greenwich, Connecticut-based jeweler with locations in Colorado, and Deutsch & Deutsch, the Texas luxury jewelry and watch retailer. Their distinct histories and client relationships favor a flexible approach.

Regional Names Could Fuel National Growth

The Marlton format offers a glimpse of how that flexibility could work. In an ideal location, Watches of Switzerland could sit alongside a regionally established jeweler, with both names visible outside while sharing staff, merchandise flow and the broader client experience inside.

However, the company does not expect every future site to follow the Marlton blueprint exactly. Real estate, existing agreements and local market conditions could require separate stores or different forms of collaboration. At Avalon in Alpharetta, Georgia, for example, Watches of Switzerland and Mayors operate as separate locations.

The objective remains consistent: build Watches of Switzerland into a recognizable national watch retail platform while allowing jewelry banners to retain the regional trust that makes them valuable. If Marlton succeeds, the format could become an important template rather than a rigid formula, adaptable to different cities and acquired jewelry brands.

Roberto Coin Adds Another Growth Engine

Roberto Coin also has a prominent role in the evolving strategy. Watches of Switzerland Group acquired the North American distribution business of the Italian fine jewelry brand in 2024, adding another influential name to its U.S. portfolio.

At Marlton, a dedicated Roberto Coin shop-in-shop greets customers entering through the Mayors side. The placement gives Roberto Coin immediate visibility while keeping the jewelry company operationally distinct.

The group is looking across its network for opportunities to expand and renovate Roberto Coin shop-in-shop presentations. These branded environments are intended to improve product storytelling, strengthen the customer experience and potentially increase sales by giving the collection a more substantial presence than a conventional jewelry counter.

A Closely Watched Test for U.S. Luxury Retail

The Marlton opening is more than another store launch. It is a practical test of whether Watches of Switzerland Group can blend a growing national luxury-watch identity with the heritage and customer intimacy of an established regional jeweler. The concept also gives Mayors an opportunity to prove its name can travel beyond the Southeast without losing the relationship-focused qualities that built its reputation.

For the wider jewelry trade, the experiment is worth watching. Luxury retail groups increasingly need scale, strong brand partnerships and sophisticated store environments, yet fine jewelry remains a business in which trust and local relationships carry exceptional weight. Watches of Switzerland Group is attempting to capture both advantages rather than choose between them.

If Marlton delivers strong results, the showroom could influence how the group pairs Watches of Switzerland with Mayors, Betteridge, Deutsch & Deutsch or other regional businesses in future markets. The key measure will be whether customers embrace the combined experience naturally, moving between watches and jewelry without seeing two competing stores. That balance could determine whether the dual-brand model becomes a meaningful new growth path in American luxury retail.

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