Watches of Switzerland Opens Audemars Piguet and Relocates Mayors in Atlanta

Watches of Switzerland has opened two new locations in Atlanta, inside the upscale Lenox Square shopping center. The U.K.-based retailer has bowed a Mayors flagship—a relocation of the retailer’s former Atlanta store—and an Audemars Piguet branded boutique.

Watches of Switzerland has been expanding quickly in the United States since buying Florida-based retail chain Mayors from Birks in 2017 (read JCK news director Rob Bates’ recent interview with CEO Brian Duffy here). It maintains three Watches of Switzerland stores stateside—one in Las Vegas and two in New York City, including a unit in the new Hudson Yards development. The business also owns mono-brand Rolex, Omega, and Breitling shops in Las Vegas. Two more Watches of Switzerland stores are on the way in 2019, in Boston and New Jersey. The ballooning company went public on the London stock exchange in May.

The 530-square-foot Audemars Piguet shop features a full range of men’s and women’s watches, including the in-demand Code 11.59 watch model. Patrick Ottomani, CEO of Audemars Piguet in North America, said in a prepared statement, “Atlanta is a place where our brand already has a significant established clientele and room for even further growth in the market.”

Audemars Piguet Atlanta interior
Inside the new Audemars Piguet Atlanta store

The new Mayors flagship at Lenox Square echoes the decor, feel, and layout of the retailer’s new Florida flagship—both were designed by Michael Neumann Architecture to feel luxurious but not inaccessible. Mayors’ entrance features accents of ribbed, ebonized wood and glossy stainless steel accents. Inside, there’s Calacatta marble flooring, pale gray carpeting, and crisp white plaster walls and ceilings.

The store has a separate entrance for its Rolex division that leads into the main body of the shop. Jewelry and watch brands at the location include Mayors’ bridal and high jewelry lines, Omega, Mikimoto, Messika, and Roberto Coin.

Mayors flagship Atlanta
Mayors’ new flagship in Atlanta
Mayors flagship Atlanta interior
The interior of Mayors’ Atlanta flagship

“As we invest in transforming the retail spaces of Mayors, our goal is to continue developing a loyal customer base and providing impeccable customer experience and one-of-a-kind hospitality,” said David Hurley, executive vice president of Watches of Switzerland Group.

Top: The new Audemars Piguet boutique in Atlanta (all photos courtesy of Watches of Switzerland)

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JCK Magazine Editor