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Mayors re-opens its firsts store since being acquired by Watches of Switzerland Group


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

The showroom is located within Shops at Merrick Park, an upscale outdoor shopping mall in Coral Gables, Greater Miami, Florida.

The refurbishment was overseen by Michael Neumann Associates, which also designed the Watches of Switzerland stores in Las Vegas, and New York City.


Rolex and Cartier are the two anchor watch brands, 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.

Jewelry 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 jeweler would re-furbish without adding a bar or cafe area. Mayors has opted for a space-saving counter serving coffee by Miami restaurant Versailles 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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