The Watches of Switzerland Group will back up November’s major store openings in New York and Las Vegas with the addition of full e-commerce websites early next year.
Speaking to WatchPro yesterday, the group’s chief executive Brian Duffy revealed that Watchesofswitzerland.com and Mayors.com, which currently provide product, brand history and store information, will become transactional from February 2019.
The group staked a claim to substantial parts of the US luxury watch and jewelery market with the acquisition of Mayors in 2017 and taking control of all watch retail within the Wynn Resort in Las Vegas.
The Watches of Switzerland Group may be a relative newcomer to North America, but is the biggest jeweler in the United Kingdom and second only to Bucherer (which owns Tourneau and Baron & Leeds in the USA) in Europe.
The company intends to relocate or refurbish every Mayors store, starting with the chain’s Merrick Park outdoor mall showroom in Miami, Mr Duffy told WatchPro.
“Merrick Park is a really nice outdoor mall in Miami, and the new store will be welcoming, inviting and modern. It is little larger than one that was there in the same mall because we have relocated it to a better location that gives us a better frontage,” Mr Duffy describes. “The new store will open at the end of April,” he adds.
Adding e-commerce is a major initiative that will give the business nationwide reach at a time when it only has physical stores in New York, Las Vegas, Florida and Georgia.
“The store environment is the biggest thing, but you really have to be engaged digitally as well. We have launched websites for Watches of Switzerland and Mayors in the United States, which provide information right now, but will be doing e-commerce from February. We are just working through the details of the payment mechanisms ready for that February launch,” Mr Duffy reveals.