Watches of Switzerland has opened in American Dream, a theme park, retail and dining destination half an hour south of New York City in New Jersey.
American Dream is best known for its Nickelodeon-themed attractions, where Sponge Bob Square Pants plies his trade, Dreamworks water park, home to Shrek, Legoland, an indoor ski slope and surfing pool.
But it also has a luxury shopping area, known as The Avenue, where Watches of Switzerland will be neighbours with the likes of Saks Fifth Avenue, Hermès, Saint Laurent, Tiffany & Co., Gucci and Dolce & Gabbana.
The Watches of Switzerland showroom is the largest in New Jersey and one of eight Watches of Switzerland multi-brand showrooms in the United States.
It has a monobrand boutique devoted to Rolex and a Cartier store will open soon.
“With a shared dedication to unmatched experiences, Watches of Switzerland is thrilled to be opening our eighth multi-brand showroom in the United States at American Dream,” says David Hurley, Watches of Switzerland Group deputy CEO. “Their best-in-class approach to retail echoes our own commitment to putting the customer experience first and we look forward to sharing our unparalleled expertise, product offering and approach with the guests of American Dream.”
Rolex’s boutique dominates the showroom’s frontage, appearing to be double the size of the multibrand area where Omega, Tudor, Grand Seiko and Girard-Perregaux reside.
There is also branded space for Analog Shift, the certified pre-owned division of Watches of Switzerland.
It is not clear from the pictures whether there will also be a area for Rolex’s CPO watches in the Rolex boutique.
