Watches of Switzerland Group shows its lighter side in Mayors refurbishment


Watches of Switzerland Group has re-opened its first fully refurbished Mayors store since it acquired the Florida-based chain in 2017.

Mayors is positioned at the upmarket end of the watch business, similar in positioning to the Goldsmiths Luxury stores in the UK that offer Rolex watches.

Rolex and Cartier are the two anchor watch brands in the new Mayors, and are given their own zones within the 4,700 square foot showroom along with space for Omega, Breitling, TAG Heuer, Franck Muller, IWC, Mont Blanc and Tudor.


Jewellery is given a prominent role with a focus on providing private meeting spaces for Mayors’ own bridal and high jewelry collections and displays for Roberto Coin and Mikimoto.

No self-respecting jeweller would re-furbish without adding a bar or cafe area. Mayors has opted for a space-saving counter serving coffee by a well-known Miami restaurant in front of a living wall garden.

Watches of Switzerland Group, known as Aurum Holdings at the time, paid approximately $108 million for the chain of Mayors stores that extended from Georgia to Florida with 17 stores.

Three have been closed, but the group is committing to refurbish all of the remaining 14 stores.



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