Watches of Switzerland opens without Rolex or Patek Philippe for the first time in the United States


Watches of Switzerland has opened a fourth multibrand store in the United States, this time at Encore Boston Harbor, part of a Wynn Resorts luxury resort and casino.

It is the second Wynn Resorts collaboration for Watches of Switzerland, having opened at Wynn Las Vegas in December 2018. The company also has two stores in Manhattan, New York City.


“We are thrilled to now have a presence in Boston and continue our partnership with Wynn Resorts,” says Brian Duffy, Watches of Switzerland CEO. “Their best-in-class approach echoes our own, and we look forward to offering the finest Swiss timepieces along with an unparalleled customer experience to their discerning guests.”

The Boston opening is the first time that Watches of Switzerland has entered a new market without the pulling power of Rolex or Patek Philippe on its roster of brands.

It has dedicated areas for Hublot and Panerai and adjacent standalone boutiques for Omega and IWC.

There will also be watches from Franck Muller, Ressence, Bovet, Laurent Ferrier and Jacob & Co., plus a small showcases of high end jewellery from Jacob & Co.

Working with Ressence, Bovet, Laurent Ferrier is described as part of a strategy to work with smaller, independent brands, the company says. Urwerk and Bovet are offered in Las Vegas.

Watches of Switzerland is continuing to build its store network in the United States, with the next opening expected at a new shopping centre being built in New Jersey later this year.


IWC and Omega have standalone boutiques adjacent to the Watches of Switzerland multibrand showroom.


Jacob & Co, Franck Muller and Bovet are offered in the multibrand showroom.


Encore Boston Harbour.
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