WatchesAug 21, 2026
Bremont Names Former Vacheron Constantin Exec CMODaniel Bing was formerly the marketing director for the Americas at Vacheron Constantin.
MajorsJul 08, 2019
Mayors Opens First Flagship Under Watches of Switzerland
The retailer said it plans to renovate all 15 of its stores within the next 24 months.
The new Mayors flagship in Merrick Park, an upscale outdoor mall in Coral Gables, Florida, will carry collections exclusive to the store.
Miami—Mayors recently opened a new flagship store in Merrick Park, an upscale outdoor mall in Coral Gables, Florida.
The store is part of the second stage of the jewelry chain’s relaunch after Watches of Switzerland acquired it from Canadian chain Birks in October 2017 for $104.6 million.
The 4,700-square-foot store has an open floor plan divided into three main areas: a dedicated area for anchor watch brands Rolex and Cartier; retail space for its other jewelry and watch brands that will change as brands come in and out; and a display area for its in-house bridal and high jewelry collections.
There is a lounge by the high jewelry area, complete with a vertical botanical garden and servings of Cuban coffee by Miami staple Cafe Versailles.
Michael Neumann Associates designed the space, which will “set the principles and aesthetics for the renovation of all the stores in Mayors’ portfolio,” the company said in a statement.
Mayors plans to renovate all 15 of its stores, which are located in Florida and Georgia, within the next 24 months, a spokesperson confirmed to National Jeweler Friday.
The team at Michael Neumann also designed parent company Watches of Switzerland’s new stores in SoHo and Hudson Yards, in New York.
The store is part of the second stage of the jewelry chain’s relaunch after Watches of Switzerland acquired it from Canadian chain Birks in October 2017 for $104.6 million.
The 4,700-square-foot store has an open floor plan divided into three main areas: a dedicated area for anchor watch brands Rolex and Cartier; retail space for its other jewelry and watch brands that will change as brands come in and out; and a display area for its in-house bridal and high jewelry collections.
There is a lounge by the high jewelry area, complete with a vertical botanical garden and servings of Cuban coffee by Miami staple Cafe Versailles.
Michael Neumann Associates designed the space, which will “set the principles and aesthetics for the renovation of all the stores in Mayors’ portfolio,” the company said in a statement.
Mayors plans to renovate all 15 of its stores, which are located in Florida and Georgia, within the next 24 months, a spokesperson confirmed to National Jeweler Friday.
The team at Michael Neumann also designed parent company Watches of Switzerland’s new stores in SoHo and Hudson Yards, in New York.
RELATED CONTENT: Watches of Switzerland Goes Public
The Mayors store carries an exclusive jewelry collection created in collaboration with New York-based jewelry designer Pamela Love, who is a Miami native.
“Mayors has an amazing history and heritage in Florida and as we invest in transforming the retail space of Mayors into a chic and contemporary space, our goal is to continue to develop a loyal customer and provide impeccable hospitality,” David Hurley, executive vice president of The Watches of Switzerland Group, US, said in a statement.
Other collections exclusive to the Merrick Park store include a Roberto Coin capsule collection, celebrity-worn jewelry by Messika, and high jewelry from partners JB Star and Uneek.
In addition, Mikimoto will fly in its “Regalia” collection from Japan to be on display for a limited time.
The watch brands carried at the Mayors stores include Breitling, IWC Schaffhausen, Omega, TAG Heuer and Tudor, in addition to Rolex and Cartier.
Editors' Picks
Sponsored by
More on Majors
The Latest
CollectionsAug 21, 2026
Bijules, Kamyen Serve Up ‘Topspin’ Tennis Bracelet Ahead of US OpenIn our Piece of the Week, the designers reimagine the tennis bracelet with green enamel wrapped around a strand of “Desert Diamonds.”
PodcastsAug 20, 2026
Episode 8: Diamond Industry Update With David Bonaparte & Ronnie VanderLindenThe industry veterans join the podcast to discuss diamond marketing, the FTC Jewelry Guides, and lobbying for lower tariffs.
Brought to you by
Your Piece Could Be the One Editors Talk AboutSubmit your pieces for a chance to win in this year's competition.
TechnologyAug 20, 2026
A New AI-Powered Gemstone Identification App Is HereFounder Vik Westermann said the app is a “starting point” to inspire people to work with appraisers and gem labs, not replace them.
Weekly QuizAug 20, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
AuctionsAug 20, 2026
Storied Unicorn Brooch Up for Auction Gallops to New Home The Verdura brooch, which belonged to the late Virginia Fortune Ryan Ogilvy, was sold to a private collector in Asia.
Events & AwardsAug 20, 2026
MJSA Education Foundation Names 5 Scholarship WinnersThe five students were awarded a total of $10,000 through the nonprofit’s 2026 “Future of Jewelry Making” scholarship.
Brought to you by
Why More Jewelry Retailers Are Hosting Turnkey Estate Buying EventsRetailers are seeking new ways to attract customers, increase traffic, and create revenue – Estate buying events are a popular solution.
Policies & IssuesAug 19, 2026
Spinelli Kilcollin Embraces Dupes With Trade-In ProgramThe jeweler is encouraging customers who own lookalike rings to come into the store and trade them for credit towards an authentic piece.
MajorsAug 19, 2026
Zales Wants You to Wear Fine Jewelry Every DayThe new campaign, “You Are The Occasion,” discourages shoppers from saving their fine jewelry for special occasions only.
SourcingAug 19, 2026
Vasant Mehta, a Dedicated Diamond Industry Leader, Dies at 81Mehta led India’s GJEPC through the 2008 financial crisis and was respected worldwide for his wisdom, integrity, and knowledge.
CrimeAug 18, 2026
2 California Men Arrested in Fatal Vehicle Smash RobberyOne is the driver who allegedly crashed a car into a Sacramento jewelry store in April, striking a 71-year-old employee who later died.
ColumnistsAug 18, 2026
Peter Smith: The IKEA Effect and Bridal Branding In a new column, Peter Smith posits that people actually enjoy putting together IKEA furniture, and the same is true for engagement rings.
CrimeAug 18, 2026
Thieves Snatch $1M in Jewelry From New Jersey Jeweler9lakha Jewelers in Iselin, New Jersey, was the target of a smash-and-grab robbery on Aug. 8.
Lab-GrownAug 18, 2026
Ring Concierge, Kendall Jenner’s Tequila Brand Collab on GiveawayThe jeweler has partnered with 818 Tequila to gift lab-grown diamond studs to a bride-to-be and their bridal party.
Events & AwardsAug 17, 2026
Exhibition on Louis Comfort Tiffany’s Studios to Open at The MetThe exhibition will feature more than 100 drawings of stained-glass lampshades, windows, and more, many created by women and émigrés.
CollectionsAug 17, 2026
Marquise Diamonds Dance in Spinelli Kilcollin’s ‘Wren’ CollectionMarquise-cut diamonds in drop charms are the center of the new collection, reflecting the movement of a dancer in modular styles.
Events & AwardsAug 17, 2026
There’s a New Jewelry Show Coming to FloridaThe inaugural Fort Lauderdale Jewelry, Antique, & Object Show will be held from Jan. 28 through Feb. 1, 2027.
IndependentsAug 14, 2026
Smyth Jewelers to Open Fourth LocationThe family-owned jeweler will open a new showroom in Bel Air, Maryland, this fall.
CrimeAug 14, 2026
Wife of Man Convicted in Jeweler’s Murder Sentenced for Conspiracy Amanda Ileana Hernandez is married to Carlos Hernandez, one of two men in prison for the 2024 murder of Michigan jeweler Hussein Murray.
TrendsAug 14, 2026
Paul Morelli’s Latest ‘Wavey Vine’ Earrings Embrace ColorThe reimagined jewel, our Piece of the Week, trades the diamonds in the original 1998 design for blue, pink, yellow, and green sapphires.
Supplier BulletinAug 13, 2026
Your Piece Could Be the One Editors Talk AboutSponsored by American Gem Trade Association
FinancialsAug 13, 2026
Pandora’s ‘Talisman’ Collection Shines, Lab-Grown Diamond Sales FallIn the United States, second-quarter sales were flat amid soft consumer sentiment and lower in-store traffic.
AuctionsAug 13, 2026
This Gold Cadbury ‘Conundrum’ Egg Set a World Auction RecordThe 22-karat gold egg, sold at Batemans Auctioneers in the U.K., was part of a 1980s treasure hunt ad campaign for Cadbury Creme Eggs.
SourcingAug 13, 2026
2,488-Carat Diamond, Largest Found in Botswana, Has a New Owner Lucara Diamond Corp., which recovered the “Motswedi” diamond from the Karowe mine, sold the stone for an undisclosed amount.
CollectionsAug 13, 2026
John Hardy Infuses ‘Icon,’ ‘Heishi’ Collections with ColorThe expanded collections now feature hand-cut gemstones like topaz, tanzanite, chrysoprase, chalcedony, smoky quartz, and fire opal.
Lab-GrownAug 13, 2026
Jean Dousset Opens Third StoreThe lab-grown diamond jewelry brand’s newest boutique is in Westfield Valley Fair in Santa Clara, California.
