By Brecken Branstrator
An interior shot of Mayors’ new store in Atlanta’s Lenox Square mall, including the separate Rolex area
Atlanta—Mayors has opened a new jewelry store in Atlanta, its second since being acquired by Watches of Switzerland.

Like the recently opened Coral Gables, Florida store, the new Mayors—located in the upscale Lenox Square shopping mall in Atlanta’s Buckhead neighborhood—was designed by Michael Neumann Associates. The firm also did parent company Watches of Switzerland’s new stores in SoHo and Hudson Yards in New York.

It features a ribbed and ebonized wood portal storefront, accented with stainless steel. The portal, which frames the Mayors entrance, also extends down the rest of the façade.

Inside, the store has Calacatta marble flooring, pale-gray carpeting, and white plaster walls and ceilings. There is a concierge-style hospitality area where clients can have refreshments while they shop.

The store has a separate entrance for the Rolex shop-in-shop.

Mayors’ bridal and high jewelry collections, as well as watch and jewelry brands including Omega, Mikimoto, Messika and Roberto Coin, also have dedicated display areas.

The store is part of the second stage of the jewelry chain’s relaunch after Watches of Switzerland bought it from Canadian chain Birks in October 2017 for $104.6 million.

Based in the U.K., Watches of Switzerland went public in May in an effort to cut debt and grow its U.S. presence, which includes both its acquisition of Mayors and the eponymous stores it has begun opening here.

The company said it plans to renovate all 15 Mayors stores, which are located in Florida and Georgia, within the next 24 months.

“The fundamentals do not change. As we invest in transforming the retail spaces of Mayors, our goal is to continue developing a loyal customer base and providing impeccable customer experience and one-of-a-kind hospitality,” said David Hurley, executive vice president of Watches of Switzerland Group.

“The intention is to create a welcoming and accessible store for our customers. That said, we adapt to the environment and the brand proposition for each location and market.”

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