Hurricane Milton is expected to hit land this evening on the west coast of Florida.
The category five storm, which may arrive with winds of up to 165mph and push a wall of water inland for areas including Tampa Bay, is forecast to be the most powerful to hit the area in a century.
It has triggered a mandatory evacuation order by Florida officials, and caused the entire retail sector to close down.
Loss of life is, of course, the number one priority, but businesses will also be affected, particularly those in areas likely to be flooded by the storm surge.
For watch brands, the greatest impact will come from the closure of International Plaza in Tampa.
The mall closed yesterday, Tuesday October 8, and hopes to reopen on Thursday.
“The International Plaza Team will begin to assess operating hours for Thursday after the storm passes. STAY SAFE!,” a message on the mall’s website declares.
International Plaza is home to Breitling and Omega monobrand stores plus a large Mayors multibrand with a Rolex boutique.
Old Northeast Jewelers, run by veteran vintage watch expert Jeffrey Hess, is on the St Petersburg peninsula, which is likely to be hit first by the hurricane.
It is also open to the elements from its street location in the downtown area.
In a post on its Instagram feed, the store spoke for the whole Tampa and St Petersburg community.
“Thinking of our community as we brace for the storm. Together, we will get through this. Stay safe, everyone,” it says.
Ackerman Jewelers, in the affluent northern suburbs of Tampa, should be safe from the flooding, but has also heeded warnings and closed its store.
“For the safety of our staff and clients, we will be temporarily closed until further notice. We sincerely apologize for any inconvenience this may cause and appreciate your understanding during this time,” the business said on Tuesday.
“Stay tuned for updates on when we will be re-opening. Thank you for your support and patience!”