Watches of Switzerland has announced plans to convert its multi-brand Mayors store in Lenox Square, Atlanta, into a dedicated Rolex boutique. While the exact opening date has not been disclosed, the project is highlighted as a significant development for the company, with several similar upgrades expected across the U.S. this fiscal year.
Brian Duffy, CEO of Watches of Switzerland, revealed the company’s robust pipeline of showroom projects slated for the next 12 months in the U.S. This includes the introduction of Rolex to the store in Plano, Texas, and the relocation of three Mayors stores in Florida.
Additionally, the Betteridge Vail outlet in Colorado will be expanded, and the Betteridge Greenwich location in Connecticut will be modified to feature a larger Patek Philippe space.
The U.S. market now accounts for 45% of Watches of Switzerland’s turnover, a testament to the company’s ongoing investment in key showroom projects and the development of its resources and infrastructure in the region.
Mr. Duffy highlighted the company’s progress in its showroom expansion and refurbishment program, which saw the opening of 22 new showrooms and the refurbishment of 15 others. “Our showroom design is a key part of our client appeal, focusing on welcoming, browsable, modern showrooms,” he explained.
Recent expansions in the U.S. include two new multi-brand showrooms in American Dream, New Jersey, and One Vanderbilt, New York. The company also relocated its Mayors Dadeland showroom in Florida and expanded the Rolex Millenia mono-brand boutique in Orlando, Florida.
Mr. Duffy also expressed enthusiasm about the success of the Rolex Certified Pre-Owned program, describing its performance as “extremely strong” since its launch. He noted plans to expand this initiative to additional locations throughout FY25, benefiting from dedicated shop-in-shop formats, window displays, and increased marketing efforts.
“Pre-owned sales of other brands have also performed well, and we are extending this offering across our showroom portfolio in FY25,” he added.
