FinancialsMay 18, 2022
Watches of Switzerland’s Jewelry Sales More Than Doubled in Q4MajorsJun 27, 2022
Mayors, Analog:Shift Team Up With Goop
The lifestyle platform will stock fine jewelry and watches from the retailers on its website and in store.
A selection of luxury watches from Analog:Shift that lifestyle brand Goop will offer on its website and in its store. The pre-owned watch e-tailer and Mayors Jewelers are teaming up with Goop on a new e-commerce and retail venture.
New York—Mayors Jewelers and pre-owned watch e-tailer Analog:Shift are partnering with lifestyle brand Goop on a new e-commerce and retail venture.
Founded by actress Gwyneth Paltrow in 2008, Goop started as a newsletter and evolved into a retail empire, focusing on wellness, travel, food, beauty, style, and work.
Now, Goop will expand its fine jewelry and timepiece assortment with a curated collection of vintage watches and jewelry staples on its website and in its Sag Harbor, New York brick-and-mortar location.
The offerings will include Mayors’ best-selling diamond jewelry and rare watches from Rolex, Patek Philippe, and other luxury brands, provided by Analog:Shift.
The partnership marks the first time Mayors and Analog:Shift have worked together under parent company Watches of Switzerland’s digital umbrella.
Watches of Switzerland purchased Mayors from Canadian chain Birks in October 2017 for $104.6 million. It acquired Analog:Shift in 2020 for an undisclosed amount.
“Both Mayors and Analog:Shift are committed to investment level quality, two core tenants of the goop ethos,” said the companies in a joint press release.
“While Mayors is known for its trend-setting signature fine jewelry collection and a wide range of jewelry and watch offerings from premier brands, Analog:Shift is the coveted platform for shoppers who are seeking exceptional contemporary classics and vintage watches.”
The collaboration also promotes the sustainability and responsibility standards set by Watches of Switzerland, said the companies, and encourages recycling and reusing products while cutting back on the negative environmental effects of fast fashion.
Watches of Switzerland is also looking to bolster its e-commerce footprint, making Goop a natural fit.
“Goop is one of the leading destinations for fine jewelry and watches, and the natural choice for us as we look to expand our e-commerce reach,” said Katie Reed, vice president of marketing for Watches of Switzerland.
In addition to stocking fine jewelry and watches, Goop also produces its own pieces under its G. Label collection.
More on Majors
The Latest
ColumnistsJan 07, 2026
Peter Smith: Physical Retail—The Beginning or the End?As the shopping mall model evolves and online retail grows, Smith shares his predictions for the future of physical stores.
Events & AwardsJan 07, 2026
Melee Adds 13 New Designers to NYC ShowThe trade show is slated for Jan. 31-Feb. 2 at The Lighthouse in New York City's Chelsea neighborhood.
TrendsJan 07, 2026
Amanda’s Style File: Go for GarnetJanuary’s birthstone comes in a rainbow of colors, from the traditional red to orange, purple, and green.
Brought to you by
Impacting Tomorrow TodayHow Jewelers of America’s 20 Under 40 are leading to ensure a brighter future for the jewelry industry.
SourcingJan 07, 2026
Diamonds Do Good Releases 2025 Impact ReportThe annual report highlights how it supported communities in areas where natural diamonds are mined, crafted, and sold.
Weekly QuizDec 23, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CrimeJan 06, 2026
2 Jewelers Arrested After TraxNYC Diamond District BrawlFootage of a fight breaking out in the NYC Diamond District was viewed millions of times on Instagram and Facebook.
MajorsJan 06, 2026
LeachGarner Appoints New Director of SalesLinda Coutu is rejoining the precious metals provider as its director of sales.
Brought to you by
Roseco Releases New Full-Line CatalogRoseco’s 704-page catalog showcases new lab-grown diamonds, findings, tools & more—available in print or interactive digital editions.
SourcingJan 06, 2026
AGA Announces 2026 BoardThe governing board welcomed two new members, Claire Scragg and Susan Eisen.
TrendsJan 05, 2026
Amanda’s Style File: New Year’s EditionSparkle with festive diamond jewelry as we celebrate the beginning of 2026.
IndependentsJan 05, 2026
Jeweler Ben Nighthorse Campbell Dies at 92The master jeweler, Olympian, former senator, and Korean War veteran founded the brand Nighthorse Jewelry.
TrendsJan 05, 2026
Pinterest 2026 Trend Report: Brooches, Bold Gold, Cool BlueIn its annual report, Pinterest noted an increase in searches for brooches, heirloom jewelry, and ‘80s luxury.
MajorsJan 02, 2026
Marc Metrick Out as CEO of Saks Global Executive Chairman Richard Baker will take over the role as rumors swirl that a bankruptcy filing is imminent for the troubled retailer.
Events & AwardsJan 02, 2026
Jan Mohr, Couture’s ‘North Star,’ Dies at 71Mohr had just retired in June after more than two decades as Couture’s retailer liaison.
SourcingJan 02, 2026
IDCA Elects New President, Board of DirectorsShekhar Shah of Real Gems Inc. will serve as president of the Indian Diamond & Colorstone Association in 2026.
CollectionsJan 02, 2026
Lalaounis’ 2026 Good Luck Charm Speaks to ResilienceThis year’s good luck charm features the mythical horse Pegasus, and is our first Piece of the Week of the new year.
EditorsDec 31, 2025
The Top 5 Stories of 2025Articles about crime, engagement rings, and a necklace worn in the World Series generated the most interest among readers.
MajorsDec 30, 2025
Becka Johnson Kibby to Lead Edge Retail AcademyAs part of the leadership transition, Sherry Smith will take on the role of vice president of coaching strategy and development.
SourcingDec 30, 2025
India Chosen as KP Chair for 2026It marks the third time the country has headed the Kimberley Process. Ghana will serve as vice chair.
WatchesDec 30, 2025
Bulova, Stetson Collab on Watches With Western FlairThe new Bulova x Stetson designs highlight two animals often associated with the American West—the bison and the Texas Longhorn.
CollectionsDec 30, 2025
Rahaminov Diamonds Pops Up in FloridaIts residency at Yamron Jewelers will run through May 2026.
IndependentsDec 29, 2025
In Memoriam: Industry Friends We Lost in 2025From influential executives to innovative designers, we pay tribute to the people we said goodbye to this year.
MajorsDec 29, 2025
Tanishq Opens New Stores in Florida, VirginiaThe retailer is expanding into areas with large Indian and South Asian populations.
MajorsDec 29, 2025
Nanis Opens First Flagship Store The Italian brand has opened its first flagship amid the peaks of the Dolomites in Madonna di Campiglio, Italy.
SourcingDec 29, 2025
‘Unearthed: Raw Beauty’ Exhibition Opens at LA MuseumThe new curation at the Natural History Museum of Los Angeles County showcases rare gem and mineral specimens in their uncut, natural state.
CrimeDec 24, 2025
LA Jewelry District Couple Pleads Guilty to Hiding Millions from IRSThe couple pleaded guilty to concealing at least $127 million in cash transactions at its precious metals businesses.
SurveysDec 24, 2025
Consumer Confidence Falls Again in DecemberConsumers shared concerns about prices, inflation, tariffs, trade, and politics in the survey’s write-in response section.
