AuctionsOct 06, 2025
The ‘Rolex That Made Rolex’ Heads to Auction at Sotheby’s The “Mercedes Gleitze Rolex Oyster,” named for the British endurance swimmer who made it famous, will go up for sale next month.
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
GradingOct 06, 2025
GIA India Names Former De Beers Exec as New Managing DirectorAmit Pratihari was previously the managing director of De Beers India and Forevermark India.
SourcingOct 06, 2025
SoCal 24 Karat Club Integrates Into Diamond Club West CoastMembers of the Jewelers 24 Karat Club of Southern California will gain access to expanded services, resources, and connections, DCWC said.
Brought to you by
JA New York Fall Is Right Around the CornerThe upcoming show provides savvy retailers with the opportunity to stock their cases with best sellers in advance of the holiday season.
TrendsOct 03, 2025
Selena Gomez, Benny Blanco Tie the Knot Wearing Diamonds, White MetalsGomez’s jewelry included Tiffany & Co. drop-style earrings while Blanco stacked diamonds from Jacob & Co. on his wrist.
Weekly QuizOct 02, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
GradingOct 03, 2025
Grading Lab HRD Antwerp Names New CEODiamond industry banking veteran Paul De Wachter will take on the role in January 2026.
TrendsOct 03, 2025
Piece of the Week: Kallati’s Pink Sapphire RingTaylor Swift flaunts an Elizabeth Taylor-esque gemstone in promo for her new album, “The Life of a Showgirl.”
CollectionsOct 02, 2025
Boucheron Debuts Cuffs Crafted With 3D-Printed SandIts “Quantre Sand” capsule was made using a 3D sand printing technique borrowed from the automotive and aeronautics industries.
CrimeOct 02, 2025
$1M in Jewelry Stolen in Northern California Smash and Grab Four individuals have been charged in the “takeover-style” robbery of Heller Jewelers last month, and additional charges are expected.
MajorsOct 02, 2025
Neil Lane Jewelry Exhibition Coming to Toledo Museum of Art“Radiance and Reverie” will showcase more than 150 jewels from Lane’s personal collection by Tiffany & Co., Cartier, and more.
TrendsOct 02, 2025
Amanda’s Style File: October’s Colorful ShowThe month’s birthstones, tourmaline and opal, complement the palette of autumn.
ColumnistsOct 01, 2025
Peter Smith: Why Vendor Success Starts With Self-ReflectionSmith shares the importance of looking at your company with openness and honesty to identify opportunities you may be missing.
EditorsOct 01, 2025
Playing Favorites: The Best Jewelry From VicenzaoroAssociate Editor Natalie Francisco visited Italy to spot jewelry trends at the September Vicenzaoro show and share her top finds.
SurveysOct 01, 2025
Consumer Confidence Hits 5-Month Low in September Respondents were concerned about job availability and rising prices.
SourcingOct 01, 2025
Gemfields’ H1 Revenue Falls 47%Its latest interim financials revealed a challenging first half due in part to production troubles at its mines.
MajorsSep 30, 2025
Pandora CEO to Retire in 2026, Hand Reins to CMO Alexander Lacik has led Pandora since 2019. Berta de Pablos-Barbier will succeed him, the first woman to head the company.
CrimeSep 30, 2025
2 Suspects Charged in $300K Sleight-of-Hand Jewelry Store ScamTwo men allegedly used counterfeit bills to purchase luxury watches and jewelry from a North Carolina jeweler.
CollectionsSep 30, 2025
Billie Eilish, Finneas Partner with John HardyThe “Lovestruck” collection, designed with the Academy and Grammy award-winning siblings, is the brand’s first lab-grown diamond offering.
IndependentsSep 30, 2025
Spinelli Kilcollin Announces Residency in DallasThe brand, celebrating its 15th anniversary, has popped up at Market, a luxury fashion destination in Highland Park Village.
IndependentsSep 29, 2025
Nina Pugliese, Longtime Henne Jewelers Employee, Dies at 65She was remembered as a creative and generous woman of faith, who also had a sweet tooth.
TrendsSep 29, 2025
Amanda’s Style File: Ear FocusMove over neck mess, the ear story is the way to make a layering statement today.
IndependentsSep 29, 2025
Mark Henry Jewelry to Debut in CanadaThe New York-based brand is set to launch a limited-time offering for the holiday season at Holt Renfrew in Toronto.
MajorsSep 29, 2025
Overnight Releases New Bridal CatalogThe “Volume 7” bridal catalog features best-selling engagement rings, trending styles, and a new section highlighting anniversary bands.
SurveysSep 26, 2025
Online Shopping, Influencers to Drive Holiday Spending, Mastercard SaysHoliday sales growth is expected to slow as consumers grapple with inflation and tariff-related uncertainty.
Events & AwardsSep 26, 2025
Winners of Austin Jewelry Design Contest Announced Jamie Turner Designs is among the winners of the local “Austin Shines” contest, hosted by Eliza Page, a jewelry store in Austin, Texas.
TrendsSep 26, 2025
Piece of the Week: Kwit Jewelry’s Square Signet Pinky RingThe red and azure colorway is one of many fun enamel pairings offered, bringing whimsy to the classic style of a monogramed signet ring.
