Omega, TAG Heuer and Breitling open eight branded boutiques across the United States


Hot on the heels of three TAG Heuer franchise boutiques being opened by The Watches of Switzerland Group, Omega and Breitling have announced that they will create on an additional five branded showrooms with the billion dollar group.

The expansion for WOSG will build on the success in New York, Las Vegas and Florida with openings for the first time in California (San Jose), Pennsylvania (Philadelphia) and Tennessee (Nashville).

Every monobrand showroom will be situated within indoor malls, sometimes with brands placed next door to one another.


With the new stores announced today, WOSG’s network extends to Roosevelt Field mall in Garden City, New York, for TAG Heuer and Omega; King of Prussia mall in Pennsylvania with TAG Heuer and Breitling; Palm Beach Gardens mall in Florida with TAG Heuer and Omega; and Breitling boutiques in Valley Fair mall in San Jose, CA, and Green Hills mall Nashville, TN.

Despite moving into the United States only two years’ ago with its acquisition of Mayors, WOSG says it is capable of instructing watch brands on which cities and malls will work best for them, a claim certain to antagonize existing authorized dealers in the new locations.

“Watches of Switzerland does extensive research into the potential locations. Looking into each mall, average sales per square foot and the consumer profile allows Watches of Switzerland to provide the brands a short list of potential locations that have promising perspective. Following this, Watches of Switzerland works hand in hand with the brand going over each location’s luxury adjacencies, regional demographics, and the current distribution of the brand in order to move forward with the most propitious location,” the company describes.

The new mall stores add to WOSG’s growing national network of multibrand Watches of Switzerland showrooms in New York, Las Vegas, Boston, Miami and Atlanta.

“In two short years The Watches of Switzerland Group has solidified its role as the market leader in luxury retail as well as experts on the mono-brand model,” claims Brian Duffy, CEO of Watches of Switzerland Group.

“We have become the go-to partner for the best watch brands in the world looking to expand in the US,” he adds.

TAG Heuer CEO, Frédéric Arnault, suggests that the monobrand route delivers a more immersive experience for customers. “The Watches of Switzerland Group embraces TAG Heuer’s values and vision and will deliver a rich brand experience while welcoming both new and loyal customers into these locations,” he says.

Georges Kern, Breitling CEO, says he is “thrilled” that WOSG is expanding its network of Breitling shops in the US, and intends to continue the roll out next year. “Opening three new Breitling boutiques at prestigious locations in the cities of Nashville, TN; San Jose, CA; and Philadelphia Pennsylvania will showcase the modern retro style and inclusivity of Breitling to new audiences. In addition to the three Boutiques opening in 2020, we also look forward to expanding our partnerships with the Watches of Switzerland Group in 2021 and introducing Breitling to even more major metropolitan areas in the United States,” he reveals.

Omega’s boutiques will open this side of Christmas, according to US brand president Arnaud Michon. “With two upcoming openings of boutiques before the year end, Omega is thrilled to intensify its partnership with WOSG in the USA and provide to more customers the best of our retail combined knowledge,” he says.

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